Amrapali (Ami) Gan’s name first gained wider public recognition during her time leading OnlyFans, a chapter that, while headline-making, represents just one part of a much larger story. Across roles in digital strategy, community-led growth, and now as founder of Hoxton, she has consistently focused on creating spaces where creators, users, and underrepresented voices can feel seen, safe, and supported.
Her work cuts across industries that have consistently questioned traditional models and fueled global conversations around autonomy, value, and representation.
Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram
In this exclusive interview with The Future Media, Gan reflects on her approach to leadership, the changing role of creators and influencers, and what it takes to build platforms that not only scale but actually serve the people behind the screen.
You’ve worked across industries that have challenged traditional models and infused global conversations. How do you usually introduce yourself and the kind of work you do?
A lot of the time, when I meet someone new, I just start with my name. I don’t always lead with what I’ve done in the past. I think a lot of women, especially those who hold or have held high positions, are less comfortable talking openly about their accomplishments in comparison to men.
But at the same time, when I meet someone, I’m more interested in getting to know them as a person, their character, and how they treat others, because that says a lot about what kind of business partner they might be.
It’s funny: people are often surprised when they later find out that I used to run a big company like OnlyFans. There’s this level of shock, and while I can understand it, I also wish it wasn’t so surprising to hear of a woman in a C-suite role.
There have also been times when I’ve had to be more assertive and firm about my experience. People look at me, a woman, and one who looks younger than I am, and sometimes don’t believe I’ve actually done the things I say I’ve done. There’s a compliment there, but it’s also a reminder that women often have to work harder to prove themselves.
At the end of the day, I try to approach people on a personal level and have a genuine connection, rather than one based purely on some form of transaction.
You’ve moved between CEO roles, advising startups, and now creative strategy. Has your approach to leadership changed over time, and if so, how?
I feel my leadership approach has actually stayed the same. I like to be approachable and open. Someone who can have a real conversation with anyone, no matter the level of their career. This openness makes it easier to understand what’s happening across an organization, solve pain points, and hold a level of transparency with staff.
I believe strongly in transparency. Having personally worked for a range of organizations, it’s something I’ve always appreciated. I look to treat people how I’ve always wanted to be treated with a level of openness, respect, so that we can all move forward in the business and achieve our goals.
Reflecting on your time at OnlyFans, what do you think people still misunderstand about why the platform was successful, both from a technology and community perspective?
People still don’t fully acknowledge that all of the creators are real entrepreneurs. That underestimation is exactly why people are surprised when they see success stories in the headlines and think it’s just luck. Or people think it’s just a get-rich-quick thing, not a real job, but it’s actually the opposite. Creators work far more than someone in a typical 9-to-5 role. They’re managing multiple platforms, whether it’s OnlyFans or YouTube, or Twitch. Many creators even have multiple phones for streaming, editing, and so on. It’s very demanding and intense.
I’m always impressed by their work ethic, and I have so much respect for them, especially as someone who has seen the ins and outs of the industry.
You’ve been part of platforms like OnlyFans and Communia that are deeply community-focused. What first drew you to building around people and shared experiences rather than just products or content?
I’m a huge believer in what’s called the community economy, which is the idea that more niche communities and people with shared interests and backgrounds create safer digital spaces for themselves.
Communia allows Gen Z and millennial women to have a safe space to openly talk about school, work, and dating without the noise or judgment of traditional social media. You have to go through a verification process to even post on the site.
I think that sense of safety and belonging is really powerful for women. When I think about the future of social media creator platforms, I see it becoming more community-driven and focused.
As the Strategic Partner and Growth Advisor at Communia, you’re involved in creating a space centered on women’s mental wellness. What have you observed about the way women engage when the space is designed specifically for them?
When women have a space designed to support them and where they’re allowed to be more vulnerable, they are more open to form (virtual) connections with other women who have shared experiences.
On the app Communia, you can post personal updates or ask questions, and the community responds with feedback or comments. There’s also the option to create public or private journals around various topics, which gives people a way to express themselves, their emotions, that is not under the scrutiny of mainstream social media platforms.
Today, people are craving connection more than ever. We live in a digital-first society. So, online spaces like Communia work as a starting point. It’s much easier and more accessible to open an app and share what is on your mind, and create connections and communities than showing up somewhere physically to find like-minded people. But later, there’s this natural progression to organize something in real life. I see the future to be a balance of both, where connections are initiated in the digital space and then have the option to move into the real world.
Platforms that center women often face skepticism or pushback. Did you encounter that while scaling OnlyFans or in your role at Communia, and how did you respond to it?
Absolutely. With OnlyFans, one thing that gets overlooked a lot of the time is that every creator on the platform is an entrepreneur. That’s something people still don’t think about, and more often than not, they’re surprised to learn that. With Communia, the creators on there are everyday women.
There are opportunities to monetize on these platforms, but for these women, it’s more about having a safe digital space, having control over their content and IP. Whether it’s sharing something more spicy on OnlyFans, or something more everyday or vulnerable on Communia, the common thread here is that women decide what they share, how they share it, and it’s all on their own terms.
Women-led platforms and ventures, especially on the island, are still the exception rather than the norm. If you were advising a woman here building a digital-first community, what would you want her to focus on from the start?
Start by focusing on who your core users are and connect with them directly. If you’re building something in Cyprus, for Cyprus, or launching here with plans to expand across Europe, it really comes down to starting small and building a loyal base.
When you do that, the community you create naturally becomes your spokesperson. They become advocates for what you’re building, and that’s where the network effect begins.
You recently launched your own company, Hoxton, and now work with other companies on growth and strategy. What is one common mistake you see when brands try to build community, and what should they be doing instead?
The biggest mistake I see is that brands, founders, executives, and so on think they need to spend a lot of money on flashy events, big influencer campaigns, or advertising, but it’s the opposite. I believe in starting small. I advise founders to focus on their first 2,000 fans. Be engaged, hands-on, and build loyalty by creating content and events that are catered towards this user base. It doesn’t matter what your product or platform is, you can bring these people together either virtually or in person through meaningful content.
Do you think the traditional influencer model still works?
I think we’re moving towards a more community-focused approach. Today, it’s less about how many followers someone has and more about whether that following is actually engaged. A large audience doesn’t necessarily convert to sales or signups.
Now it’s about creating more authentic, targeted connections. Instead of one person talking to many, as in the case of the influencer, we are seeing more people interacting, connecting, and engaging directly with each other. And that’s exciting!
Cyprus is still early in building a digital-first ecosystem, but it’s full of creative talent and small-business potential. From your experience, what conditions need to be in place for a strong community platform to grow in a smaller market like this?
I’ve had the chance to speak with a few entrepreneurs and attendees of the recent Reflect Festival, and there’s definitely an energy and excitement in the local crowd, especially among younger people. Many are either creators or developing a product that is targeted towards creators in Cyprus, which I think is exciting.
Again, it goes back to starting small: focus on creating a community, develop your proof of concept, and grow from there. Cyprus seems like a great place for that. It’s a beautiful island with access to global resources, but with the benefit of operating from a place that can inspire to create and build.
When working on values-led or mission-driven platforms, what performance metrics do you pay the most attention to?
A lot of times, people look at earned media or impressions, things like how many people saw an article or campaign, but I have found that these numbers can be inflated and misleading. People can buy views. There’s this whole other side of the social media industry.
That’s why I prefer to look more closely at engagement metrics and what a true ROI of a campaign is. Did something convert to actual sales, sign-ups, drive clicks, or traffic to a site? Those are the performance metrics I find more valuable than looking at big numbers.
With Hoxton, you’re working directly with founders and brands. Can you share any numbers (whether it’s client growth, reach, or traction) that show the kind of impact Hoxton is having right now?
We’ve actually been pretty private about that. I joke that we’ve been “the secret weapon” for a lot of clients behind the scenes. We work with a range of industries, from startups and fintech to consumer goods, beauty, and luxury. We even work with a public company, jumping in to help them solve pain points.
You’ve built a strong personal reputation in the space. What’s your partnership with your business partner like, and how did that come about?
My partner at Hoxton is Kailey Magder. We met through mutual friends during Art Basel a few years ago, which I like to joke is where the creative magic happens. We immediately clicked as friends, and she had a really complementary background in venture capital. She’d built and sold a company before, so when I was leaving OnlyFans and planning to launch Hoxton, I mentioned it to her. Right away, it just felt like the right fit.
We work very closely together, but virtually. I’ve always liked working with someone I can bounce creative ideas off. And we’ve been dividing and conquering projects ever since.
