Inspired by her grandmothers, Eastern Cape songstress Gugulethu Khumalo, better known as Berita, has taken on the task of uplifting women through her entrepreneurial journey as the owner of her record label, Assali.
The Thandolwethu hitmaker put on the hat of businesswoman when she founded her own label, Assali Music, and released the first single, Ndicel’ikiss, under the label in January, followed by Yours in August.
The 28-year-old said one of her most important goals as a businesswoman was creating access for women in the business to become involved in the music industry.
“In our industry, it’s very intimidating when you walk into a boardroom and find only men – you’re sitting in meetings with record labels that are represented only by men, you meet TV producers who are men,” she said.
The musician is in the Eastern Cape to promote her latest single, Yours.
She will be performing the single and more of her music in Mthatha, Port St Johns and Komani before heading back to Johannesburg, where she is based.
Berita was recently named ambassador for the Moshito Music Conference and Exhibition alongside South African veteran musician PJ Powers.
Moshito is an annual conference and platform for music industry organisations, small enterprises and artists to engage the business of music.
“Moshito chooses artists they feel represent the industry and I have been chosen as someone who represents the younger generation of upcoming artists who manage their own record labels and are in control,” Berita said.
“My role is ensuring that I am actively involved in the conference itself and, most importantly, to be an advocate for the music industry.”
Assali Music, along with its values of women empowerment, was inspired by Berita’s two grandmothers, after whom the label is named, she said.
“Assali is a combination of my maternal grandmother’s name, Assa, and my paternal grandmother, Lillian,” she said.
“Both were entrepreneurs who were able to provide for themselves.
“Assa was widowed at the age of 24 with four kids to take care of, so she made means for them through farming and her kids are now successful and live overseas.
“Lillian also provided for her family by working as a helper, backing that up sewing and selling clothes.”
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