Emtee Expands His Empire With New Artist Management Company
Emtee Expands His Empire With New Artist Management Company. South African hip-hop heavyweight Emtee is stepping into a new chapter of his career with the unveiling of HUSTLE MG, a creative management company built to mentor and guide established artists navigating the music industry.
The rapper broke the news in a straightforward post on X, staying true to his no-nonsense style. “I’ve opened a creative management company, ‘HUSTLE MG’. We manage and mentor artists (professional and experienced). Strictly management. Nothing more, nothing less,” he wrote.
The announcement highlights Emtee’s steady transition from full-time hitmaker to industry architect. As the founder and CEO of Emtee Records, he has spent years advocating for artist independence, fair treatment, and the grind mentality that defines Mzansi hip-hop.
HUSTLE MG extends that philosophy by offering focused management support, deliberately steering clear of recording, production, or distribution services. The company’s mission centres on strategy, career guidance, and professional growth for artists who already have experience under their belts.
Born Mthembeni Ndevu, Emtee rose to prominence in the mid-2010s with chart-topping singles such as Roll Up and Winning, quickly cementing his place among South Africa’s most influential hip-hop figures. Since then, he has expanded his brand beyond music through his label, merchandise, and outspoken advocacy for creatives’ rights. Past ideas like “Hustle University,” aimed at empowering and protecting artists, hinted at a long-term vision that now takes clearer shape with the launch of HUSTLE MG.
The move feels like a natural evolution for a self-made artist who often speaks about hard work, self-reliance, and giving back to the culture. By keeping HUSTLE MG tightly focused on management and mentorship, Emtee positions the company as a practical resource for professional artists seeking clarity, stability, and longevity in a demanding industry.