James Jones: Championing Indigenous Storytelling and Entrepreneurial Freedom in the Digital World

Written By: Ben Borne

In a world where digital storytelling is rapidly evolving, James Jones, popularly known as @notoriouscree on TikTok, emerges as a figure in Indigenous entrepreneurship and media representation. Hailing from the Tall Cree First Nation just outside of Edmonton, Alberta, Jones’ journey is not just a personal triumph but a beacon for Indigenous voices seeking visibility in the digital realm.

He has captivated over four million followers on TikTok, using his platform to showcase a vibrant blend of hoop, pow wow, and hip-hop style dancing. His artistic journey, marked by performances from the Winter Olympics to the Sydney Opera House, serves as a dynamic form of storytelling, deeply rooted in his Indigenous culture.

In November 2023 Jones spoke on a panel at a meet up of participants in the TikTok Accelerator for Indigenous Creators in Winnipeg, Manitoba. Together with three other panelists, he dug into how he utilized TikTok to break down barriers in media – something he faced early on in his career at the age of 18 shortly after winning a big break-dancing competition.

“They [the journalists] came in and asked me questions about my life” he recalls, “I shared how I was living on the streets, how I was involved with gangs and stuff like that. Instead of the original headline being, “Indigenous Break-dancer Wins Big Break-dance Contest”, it turned into “Ex-Ganster Turn Break-dancer”.

Because of this experience, he emphasizes the significance of Indigenous voices narrating their own stories, especially in contrast to mainstream media’s often skewed portrayal of Indigenous issues.

With the advent of digital storytelling, Jones started to see Indigenous creators tell authentic, unfiltered perspective of Indigenous life, challenging traditional narratives and fostering a more inclusive representation.

“It wasn’t until platforms like TikTok…where we started seeing our people sharing our stories. And some of these videos were getting more views than people watching the news. It’s way better to listen and learn from people with lived experience than a non-Indigenous person that’s not from that community telling our story.”

When the phone is down after creating fresh content for TikTok, Jones’ dedication to community work is unwavering. He travels across North America to share his story with youth – talking about self-awareness, goal setting, and leading a healthy lifestyle through culture.

His entrepreneurial journey was recently marked by receiving the Shopify Entrepreneurial Spirit Award at the Pow Wow Pitch 2023 Indigenous Entrepreneur Awards. For Jones, entrepreneurship is an opportunity to walk a path not defined by the western ways working and living. It is a journey of self-determination.

“Being an entrepreneur to me boils down to one word: freedom…freedom, self-determination, and self-expression... being able to express yourself in a way that you want to and just being excited to do your work.”

James Jones is not only an artist and entrepreneur; he is one of many voices reshaping Indigenous representation in the digital age. His journey from the Tall Cree First Nation to the international stage on TikTok underscores the power of self-expression and cultural pride. As he continues to inspire and empowers youth, Jones stands as a testament to the importance of storytelling to preserve and promote Indigenous culture, and the entrepreneurial freedom it can bring.

Ben Borne is a Co-Founder, Communicator and Leader at Symmetry Public Relations – an Indigenous owned and led Communications Agency. He is from Yellow Quill First Nation, and resides in Saskatoon, Saskatchewan.