Singer and presenter Rochelle Humes has announced her 13-year-old daughter Alaia-Mai will begin work experience as a social media content creator next week.
Speaking at Vodafone's The Opportunity Hub in Covent Garden on Thursday morning, the 37-year-old former singer in The Saturdays said her eldest child wants to be a content creator despite an impending government social media ban for under-16s.
Alaia-Mai will assist on her mother's personal account while regular content creator Shannon is away on leave. "Next week, Alaia-Mai is doing a week of work experience with me early. She wants to be a content creator, the girl who isn't allowed any social media, which is ironic," Humes said.
The teenager requested the role after learning of the upcoming staff absence. "But she loves Shannon [Rochelle's personal content creator]. She thinks she is so cool, and Shannon is off on holiday, and Alaia-Mai was like, 'Can I do Shannon's job?' And I was like, 'ok the team will write you a brief', so she has been reading the brief while on a caravan holiday with my mum. They are currently on a 10-day caravan holiday; I'm actually really jealous," Humes said.
Humes embraced her daughter's career goals on stage, adding: "I want to be a nepo mum! I'm like, go do your thing!"
Celebrity Children and Proposed Social Media Restrictions
Alaia-Mai is the latest young high-profile child planning a career online, following in the footsteps of Harper Beckham, 15, Venezuela Fury, 16, Scarlett Thomas, 17, and Princess Andre, 19.
The career plan comes as the UK government announces plans to ban social media access for children under 16 in the spring of next year. Under the proposed rules, under-16s will be blocked from popular mobile apps including Instagram, YouTube, TikTok, Snapchat, Facebook, and X.
Ministers also confirmed that teenagers aged 16 and 17 will face evening curfews, with access to major social platforms disabled between midnight and 6am each night. Default security settings will also turn off features designed to prolong scrolling, such as auto-playing videos and continuous personalized feeds.
Alaia-Mai already appears on social media alongside her parents and her two younger siblings, nine-year-old Valentino and five-year-old Blake. The three children regularly feature in material for My Little Coco, the family skincare and lifestyle brand launched by Humes in February 2020.
Balancing Career Demands and Family Life
Humes spoke about managing her professional schedule alongside motherhood, describing a daily push and pull between work commitments and raising her children. "By being here, I'm not with my kids, but by being at home I wouldn't be working; there is always that push and pull element," she explained, noting that her family remains her top priority.
She and her husband Marvin Humes, 41, who rose to fame in the band JLS and now presents alongside her, adapted their working habits after starting a family to ensure one parent stays at home when the other travels. "I don't travel half as much as I used to, and me and Marvin knew by starting a family our lives would look different. If he's travelling, I won't," she said.
The couple present the BBC game show The Hit List together, organizing filming into intensive sessions to limit time away from home. "We do one TV show together [BBC's The Hit List], and we break our backs and do it in five days; we film three episodes a day," Humes said. She added: "I love how our kids get to see how ambitious we are as a family."
Vodafone Opportunity Hub Event in Covent Garden
Humes was speaking at Vodafone's The Opportunity Hub in Covent Garden, participating in an on-stage conversation with broadcaster Roman Kemp. During the event, she joked about her transition from pop music to business and television presenting: "I was never very good at singing or dancing anyway!"
She revealed to the audience that she has been a Vodafone customer for 16 years, longer than her 16-year relationship with her husband Marvin. The Covent Garden venue was established as the UK's first Opportunity Hub by Vodafone to provide practical career guidance, digital technology tools, and expert talks.
The event was hosted by content creator and entrepreneur Jade Beason. Additional speakers included writer and campaigner Anna Whitehouse, as well as executive coach and psychotherapist David Waters. The initiative builds on Vodafone Three's commitment to invest £11bn in expanding digital network coverage and reliability across the nation.
