Emtee shares his money, career lessons

South African rapper Emtee recently sat down for an exclusive interview with CNBC Africa, where he discussed his journey in the music industry and shared valuable insights on his career and business endeavors. Emtee, whose real name is Mthembeni Ndevu, has made a name for himself as a pioneer of African trap music, a genre that combines trap beats with African storytelling. The artist, known for hits like 'Roll Up' and 'Pearl Thusi,' opened up about his early beginnings in the industry, his views on labels versus independence, and his efforts to diversify his income sources. Emtee revealed that his interest in the music industry started at a young age when he registered with a South African music rights organization at just 13 or 14 years old. This early exposure piqued his curiosity and passion for music, leading him to realize the potential of making a living from his art. He emphasized the importance of education and hard work in the industry, highlighting that success is achievable with dedication and effort. When discussing the debate between signing with a label or staying independent, Emtee shared his perspective based on his financial background. He acknowledged the financial support that labels provide for activities like video production and promotion, making it a viable option for artists without significant resources. However, he advised aspiring artists to choose labels wisely and ensure that the deal aligns with their goals and values. In addition to his music career, Emtee talked about his entrepreneurial endeavors, including the launch of his record label. Despite being signed to Ambitious Entertainment, Emtee has ventured into building his own brand and mentoring emerging artists under his label. His entrepreneurial spirit and commitment to nurturing talent demonstrate his dedication to the growth and development of the music industry. As the conversation shifted to emerging trends in the music scene, Emtee expressed his admiration for the new wave of female rappers making waves in the industry. He commended their courage and self-confidence, highlighting artists like Fifi Cooper as standout talents in the hip-hop space. Emtee's recognition of diverse talent and support for upcoming artists showcase his commitment to championing diversity and creativity in the music industry. One of the notable topics discussed was brand endorsements and partnerships, with Emtee sharing his interest in collaborating with local and international brands. He emphasized the value of building relationships with brands and exploring opportunities for meaningful collaborations that resonate with his brand and values. Emtee's strategic approach to brand partnerships reflects his business acumen and vision for expanding his reach and influence. Towards the end of the interview, Emtee addressed the evolving trends in music and the impact of lyrics on societal perceptions. He emphasized the importance of using music as a tool for positivity and motivation, steering away from violent or negative themes. Through his music, Emtee strives to inspire and uplift his audience, especially the youth, encouraging them to strive for personal growth and success. In defining his sound as African trap music, Emtee shared his unique blend of trap beats with African narratives, showcasing a distinct and authentic storytelling style. His genre, which he describes as a pioneer in the industry, resonates with audiences both locally and internationally, reflecting his cultural roots and musical influences. Emtee's interview with CNBC Africa not only sheds light on his personal journey and career insights but also highlights his mission to elevate African music on the global stage. As an artist, entrepreneur, and mentor, Emtee continues to break barriers and pave the way for future generations of African musicians, leaving a lasting impact on the industry and beyond.