Member Feature: VIBE Creative Studios
Cultivating Creativity from Soweto!
At MPASA, we’re continuously inspired by the vibrant and ambitious independent businesses that form the heart of the South African music industry. Today, we’re excited to introduce you to VIBE Creative Studios, a passionate music publisher and creative hub making significant waves right from their base in Soweto.
VIBE Creative Studios is a collaboration between Tessuto Records CC and Psychedelic Age, and view themselves as brand innovators, digital media specialists, and producers of unique brand experiences.
We had the wonderful opportunity to chat with Tsholo Moteka, Creative Director and co-founder of VIBE Creative Studios (who leads the charge alongside co-founder Tolo Ratshefola, their A&R visionary), to learn more about their journey and the passion that drives their mission.
The VIBE Story: Nurturing Growth from Real-World Needs
Tsholo’s path into the music industry began with a unique perspective, shaped by his background as an arts journalist. “I wrote for City Press as their dance music correspondent, doing reviews and interviews,” he recalls. This deep dive into the scene led him to launch his own blog, ‘House on Mag’ through whereby he engaged artists who started reaching out to him for advice, a clear sign of an unmet need.
The spark for VIBE Creative Studios ignited in 2021 when Tolo, VIBE Creative Studios co-founder, brought two artists into the fold. Upon establishing VIBE, they both noticed the growing need from artists in their community with a lot of talent but no direction on how to monetise it. This sparked VIBE’s idea on how to help close this crucial gap and empower them with vital music business knowledge, through initiatives such as their VIBE Artist and Talent Development Workshops.
Driven by this insight, VIBE Creative Studios has blossomed into a comprehensive agency. Beyond their creative services, they now passionately offer distribution, CMO administration, publishing, and digital marketing, providing a holistic support system for artists.
VIBE Artist and Talent Development Workshop
The workshop sees VIBE bring together a gathering of creative industry professionals to directly engage with composers, songwriters, and artists in informative sessions on different aspects of the music industry.
On the 14th June 2025, MPASA recently had the privilege of participating in the most recent edition of the VIBE workshop, where we spoke on the business of music publishing.
In addition to the workshop, VIBE closed the day with a Showcase aimed to show off the Alumni from the original workshop and to show what the artists have been working on in terms of music made, performance, etc.
Participants of the showcase walked away with exposure to new audiences and experience performing live.
Empowering Through Education: VIBE’s Dedication to Knowledge
VIBE Creative Studios’ strong emphasis on music business education stems directly from the challenges they observed. Tsholo highlights a common hurdle: “There was a significant lack of understanding of what CMOs are and what rights each represents.” They noticed many composers grappling with registrations, often getting “stuck in the stage of registration” with CMOs due to a lack of clear guidance.
This commitment to education is part of the core of their future vision. VIBE dreams big, as they envision establishing a VIBE Creative Academy, offering a comprehensive six-month programme focused on the “route to revenue” in the music business.
Surviving the Digital Landscape
As a publisher administering copyright, VIBE Creative Studios navigates the dynamic world of protecting and monetising artists’ intellectual property in the digital age. In speaking of key challenges that most publishers and creatives face, Tsholo spoke of the lack of marketing and the huge financial demands involved creating a successful career in music as huge hurdles to overcome for most. This is what necessitates a “simple yet creative” approach to their strategies they execute for their own business.
Securing the right partners is also key, with Tsholo emphasizing the importance of collaborators with whom you have shared interests and values, especially those that are genuinely willing to come on board to create true lasting impact.
Celebrating the Sound: VIBE’s Growing Catalogue of Success
VIBE Creative Studios takes immense pride in the music they help bring to life and the talented composers they work with. With an eye towards the future, VIBE’s A&R, Tolo, has expressed great excitement and couldn’t help but shout out a few of their exciting projects:
Recent Releases Featuring VIBE-Represented Composers:
- Rafiki Rhythms – “Sounds of Rafiki” EP (Amapiano Trio)
- Shaun Mistro – “Shukela EP”
Another highlight VIBE gave special mention to was “Njalo” by Shaun Mistro, which not only secured playlisting on Spotify but also made it onto Chart Promo 100!
Upcoming Singles to Look Forward to (Second Half of 2025):
VIBE Creative Studios has a banger lineup of new music on the horizon, with singles expected from:
- Haze 46
- Nanka Zalèt
- Baku (a fresh newcomer)
- More releases from Shaun Mistro
- More releases from Rafiki Rhythms
The Pulse of the Industry: Trends & Timeless Advice
When discussing current music business trends, Tsholo keenly observes the shift in streaming consumption: “Music is noted to be consumed in bit-sized form. Music needs to now capture an audience with a limited attention span. As such, music needs to be prepared/marketed in a way that accommodates these industry changes.” This dynamic environment also encourages artists to take control, with many now creating their own events to break through when traditional bookings are challenging.
For anyone looking to build a successful career in music today, especially in publishing or artist development, Tsholo offers invaluable advice: “Start by reading ‘Music Business and Contract’ by Nick Matzicks. Learn more about the local music business and use available resources.” Additionally, he strongly advocates for finding mentors, improving one’s talent, and, crucially, learning the business yourself before bringing on a manager.
What excites VIBE Creative Studios most about the future of music in South Africa? Tsholo radiates optimism: “The future appears to be very exciting and with the boom of Amapiano, it’s looking optimistic with the new names and talent it’s introducing.” VIBE are energised by the new technology developments encouraging innovation in terms of how artists are seeking remuneration for their craft.
VIBE Creative Studios is a shining example of an independent business making a profound impact, driven by passion, education, and innovation. We, as MPASA, are excited to see their continued growth and influence on the South African music scene!
It was a wonderful day with these artists. Please keep up and bring more performance to enjoy again and again.