Jesse DeCosta’s early life might sound familiar to many, especially those who arrived on Canadian shores in the fifth wave of immigration in the 1970s. DeCosta’s family left its native Tanzania for a better life and economic prospects. Rising from these humble beginnings, Mississauga-based DeCosta has created a niche for himself in marketing as a branding entrepreneur. Today, entertainment legends, including the Jacksons, Will Smith, Jaden Smith, Kevin James, Jamie Foxx, The Tupac Shakur Estate, and Sony Music, are amongst the brands he’s built.