Born and raised in London, Ara gained a B(A) in Multimedia Design at De Montfort University and has worked in areas including Night Club Promotion, Web Design, Creative Writing and Advertising (McCann Erickson, Grey, BBH, DDB). In 2003 Ara partnered with brother Harry to start Jump Off TV, a model of original online ‘urban’ content which regularly featured on MTV, Channel 4 and BBC2 shows and documentaries. Ara was also consultant to the Princes Trust on the 2005 Urban Music Festival, an ambassador for Blackberry, ranked 23rd in the 2007 Media Guardian Ethnic Media Power list and has assisted on the careers of several UK artists/talents including Professor Green, Sway, Charlie Sloth, Ny and ‘Batlow’ of The Ugly Kids Club.