Emtee launches artists management company
South African rapper Emtee has officially stepped into a new phase of his career with the launch of a creatives management company, HUSTLE MG.
The award-winning musician made the announcement on X, where he revealed that the company will focus strictly on artist management and mentorship, with a clear target audience in mind.
“I’ve opened a creatives management company ‘HUSTLE MG’. We manage and mentor artists (professional and experienced). Strictly management. Nothing more nothing less,” he wrote.
The move signals Emtee’s intention to take his industry experience beyond music and into shaping the careers of other creatives.
Known for his rise from underground buzz to mainstream success, the rapper has navigated record deals, label disputes, independence and longevity in an industry often criticised for its lack of structure and artist support.
By emphasising that HUSTLE MG is “strictly management,” Emtee appears keen to draw a clear line between his new venture and full-service labels or agencies that often blur roles.
The focus, according to his message, is guidance, career structure and professional management rather than production, distribution or branding add-ons.
The decision to work exclusively with professional and experienced artists also suggests that HUSTLE MG is positioned as a next-level support system rather than a talent discovery platform.
This could appeal to creatives who already have traction but need strategic direction, industry negotiation and long-term planning.
With HUSTLE MG, the rapper is now placing himself in a position to help other artists avoid common pitfalls while building sustainable careers.
While further details about the company’s roster and operations are yet to be revealed, Emtee’s announcement alone has sparked interest, raising expectations that HUSTLE MG could become a notable player in South Africa’s creative and music management space.