Ninel Lara Musson is a music executive and media entrepreneur operating at forefront of the African creative content arena, for 15 years. As one of the only female founders of an Independent Record Label and Management Agency on the continent, Ninel is dedicated to of the development of the music and creative industry.
Transforming Vth Season into one of the most impactful labels in Southern Africa, known for investing in, partnering with and catapulting the successful careers of talented artists namely Ami Faku, Tresor and iconic hiphop superstar, the late AKA, with a company track-record recognised by several notable awards such as South African Music Awards (SAMAs), Amapiano Awards, MTV Africa Music Awards (MAMAs), All Africa Music Awards, as well as international award nominations from the likes of the Black Entertainment Television (BET) Awards and MTV Europe Music Awards (EMAs), Ninel’s agency now looks to champion independent projects in culture, music and creative tech.
With a foundation in finance and banking, Ninel serves the Creative industry on the board of the Recording Industry of South Africa (RISA) and The Official SA Chart and holds a Bachelor of Commerce, in Corporate Finance and Risk Management from the University of the Witwatersrand, a Bachelor of Commerce Honours degree from the University of South Africa and a Masters of Management from WITS Business School, with distinction. To drive dialogue around the creative sector, Ninel participates in numerous platforms such as Midem (Cannes, France) and the largest music conference in Africa, Music Imbizo (Durban, South Africa).
The Creative Economy
The Creative Economy
Broad and powerful, the creative industry in Africa holds great promise and spans multiple sectors including film, art, fashion, music, social media content creation, among others. This panel will engage different actors across the value chain on how to break down the barriers that are holding back the industry from achieving its full potential. In this discussion, we will cover the tailwinds that have supported the growth of African creative content so far, how to further increase access to financing for creative entrepreneurs, how to formalize the industry to better realize the economic benefits of its output, how to boost investment in the physical and digital infrastructure that support the creative economy, how to better leverage global digital platforms to distribute creative products more effectively and finally government policies needed to support the overall development of the industry.