Photo Caption: (Center) Daniel and Yasmine Jones celebrated the ribbon cutting of their new Detroit location surrounded by elected officials and other dignitaries. – Courtesy Photo
A few years ago, Daniel Jones was a volunteer in the back of his church sanctuary, managing Sunday livestreams with a borrowed camera and a vision he couldn’t yet name. Now, he’s cutting the ribbon on Goodboy Multimedia’s new headquarters in Midtown Detroit—a creative studio built from grit, service, and a mission to mentor Detroit youth into media careers.
Goodboy Multimedia, co-owned by Daniel and his wife Yasmine Jones, officially opened its doors last week at 3939 Woodward Ave. The company is the 189th brick-and-mortar business to open through the City of Detroit’s Motor City Match program. The new location marks a significant milestone for the business, which previously operated out of Clinton Township but always had Detroit in its heart.
Jones, a Detroit native and graduate of Eastern Michigan University, didn’t plan on being a media entrepreneur. He stepped into the work in 2019, simply trying to support his church’s growing need for tech-savvy support during services. But his hands-on learning—working everything from video production to live streaming and sound—sparked something larger. “The journey started with me just trying to help out at church,” Jones said. “I had to learn every piece of the process, from camera angles to live streaming, and eventually realized how many people needed those same services done well.”
When the pandemic hit, that realization turned into a critical calling. With congregations forced online and local businesses scrambling to maintain visibility, Goodboy Multimedia stepped up. Churches across Detroit leaned on the company to get their sermons streamed reliably. Small businesses needed help looking professional in virtual meetings. Jones and his team provided more than technology—they helped maintain community connection in isolation.
Today, Goodboy Multimedia delivers full-scale multimedia production—video, photography, graphic design, DJ services, and more—for clients across sectors. That includes high-profile names like the State of Michigan, Motor City Casino, and the Detroit Branch NAACP.
The new Midtown location, backed by a $30,000 grant from Motor City Match Round 25, is more than just office space. It’s a creative home base. Renovations supported by the grant
helped the team design a space that reflects the vibrant culture of Detroit while providing room to grow and build out their services.
“I knew I wanted to be downtown, to be part of the energy here,” Jones said. “Motor City Match helped me do that and set us up to keep growing and mentoring other creatives.”
Goodboy employs five full-time staff members and contracts with more than 30 creative professionals. But Jones isn’t just growing a business—he’s building a pipeline. Through the Adamark mentoring program, Jones trains Detroit high school students in the same media skills that launched his own journey. Over the course of eight weeks, students learn hands-on skills in video editing, audio engineering, digital design, and real-world production workflows.
So far, more than 60 students have graduated from the program, which has become a springboard into internships, freelance work, and even entrepreneurial paths. “Mentorship is a priority,” Jones emphasized. “Detroit is full of talented young people, but too many don’t get access to the equipment or experiences that help them see what’s possible.”
His wife and business partner, Yasmine, serves as the creative director of Goodboy Multimedia, ensuring that the company’s visual identity and project standards reflect excellence and authenticity. Together, they have built something that resonates with both clients and the city.
“Goodboy Multimedia shows exactly what makes Detroit’s small business community so special,” said Deputy Mayor Melia Howard. “Daniel is creating jobs, training the next generation and delivering top-notch services, all while investing back into his hometown.”
Motor City Match has now supported 189 brick-and-mortar openings across Detroit, contributing more than $19.5 million in direct cash grants and helping to leverage over $104 million in investment. Of all businesses supported by the program, 85 percent are minority-owned, 70 percent are women-owned, and 68 percent are owned by Detroit residents.
“Daniel has built something special here with talent and purpose all rolled into one,” said Sean Gray, vice president of Small Business Services at DEGC. “Goodboy doesn’t just deliver great creative work. It’s creating real opportunities for local talent to build careers.”
Jones said one of his next goals is converting more of his contracted creatives into full-time employees, deepening the company’s roots in Detroit. Inside the studio, his team practices cross-training, ensuring that everyone gains exposure to the different facets of multimedia work. This collaborative environment mirrors the kind of support Jones himself wished he had earlier in his career.
The Midtown location—nestled in Detroit’s District 6—places Goodboy Multimedia at the crossroads of innovation, culture, and community. For a city where storytelling has always been a form of resistance, celebration, and healing, multimedia companies like Goodboy are more than a business model—they’re a reflection of Detroit’s creative muscle and entrepreneurial future.
“This isn’t just about us,” Jones said. “It’s about what we’re building for the next generation. Detroit needs more creators. We’re here to make sure they get the skills, the space, and the belief that they can do this too.”
For more information about Motor City Match or to apply for upcoming grant rounds, visit www.MotorCityMatch.com. Applications open quarterly.
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