MBABANE – In an innovative move, local musician Stella Jacobs has established her own record label and events management company.
The musician’s label, Gem of Africa makes her the first female in the country to own a record label and events company. Jacobs said that starting the label was inspired by her own journey as an artist. “For years, I struggled to release my music because I didn’t have the right support, structure or people who believed in my vision, I got tired of waiting for permission to grow.
‘‘So, I decided to create a space where my voice is prioritised, my creativity is protected and my dreams are taken seriously. This is my way of taking full control of my destiny and making sure my art finally reaches the world,” she said. Jacobs says the journey has been both empowering and challenging as she had to build everything from the ground up, the structure, the brand identity, the systems and the strategy. “One of the biggest challenges was pushing through the doubt and discouragement that comes from not being taken seriously as a woman in music. Financial limitations, lack of industry support and the emotional weight of doing everything myself also played a part. However, every challenge made me stronger. Every obstacle reminded me that my purpose is bigger than the setbacks,” she said. At the moment, the musician has not signed any talents but is primarily focused on her own music, which blends Afro-soul, contemporary African sounds and emotional storytelling.
“So far, Gem of Africa has been involved in intimate showcases, artist-centred experiences and curated performances that highlight storytelling and emotional connection. Moving forward, we will expand into larger events, talent showcases and brand-aligned cultural experiences,” she said.
The musician also revealed that she has already sealed a deal with Paradise Africa for music distribution. “To achieve this, I’m relying on strategic planning, strong partnerships, consistency and the distribution infrastructure now available to me through Paradise Africa. I am extremely excited about the upcoming releases under my new distribution deal with Paradise Africa. This partnership will make it easier for my music to reach wider audiences across the continent and beyond,” she said.
For emerging artists, Gem of Africa plans to provide strategic guidance, artist development, branding support, performance opportunities and access to a network of producers, creatives and industry partners.
“Through Gem of Africa, I want to show that women can be the creators, the decision-makers and the powerhouses. My goal is to create opportunities specifically for women , from mentorship programmes to collaborative events, to training platforms that empower young female creatives. I want to build safe, supportive spaces where women can learn, grow and express themselves freely,” added Jacobs who also said that as the label evolves, women will always be at the centre of their development strategy.
Leave a comment