ProVerb’s business adventure as musician and media personality

Rapper and media personality Tebogo “ProVerb” Thekisho is a robust businessman who started out in the music industry as an entrepreneur

The rapper recalls that he started out as an entrepreneur with a business primarily focused on entertainment, although he was just doing music and TV at the time. “I came into the business as a business myself, so I was signed to an independent label and learnt as much of the work that I possibly could and in no time, I was signed to ‘myself’,” he says.

ProVerb has always had full ownership of his business and still does as a TV presenter and a speaker. “It’s all under the auspices of my own business – I’d rather work with other companies, as opposed to working for them,” he says.

The rapper, who is a Non-Executive Director of Flight Centre SA, says business has always been part of him and his enterprise has expanded over the years to encompass travel, property and other interests outside the entertainment industry.

A regular traveller, mainly because of business engagements, travelling for leisure has become part of his business journey.

READ MORE: Proverb pays musical tribute to Mama Winnie

“I do travel a lot. I’ve also fallen in love with travelling for leisure and I try and make it a priority to take big breaks twice a year and smaller breaks quarterly.

“Those will include going to Kimberley, my hometown. I was also recently in Mozambique with my girlfriend,” he says.

ProVerb says he loves the Flight Centre value proposition and the services it offers that simplify the hassle of travel logistics.

“Flights are delayed, or changes don’t happen where they are supposed to, so it’s always nice to have somebody who is aware of what your expectations are, somebody who can adjust to the changes,” he says.

Talking about music, ProVerb told DESTINY MAN that the landscape has shifted significantly and for the better. He believes that the days of just recording your song, sending it to radio stations and sitting back are over.

“Knowledge is widely available, so the days of being taken advantage of by unscrupulous labels are gone, because now, as musicians and entrepreneurs, we have access to information, we can share information and social media has also reduce the role to the size of the cellphone,” he says.

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According to ProVerb, music is in a healthy space, but the industry requires musicians to give their best and stand out to have a unique selling point. He reckons that musicians need to maximise the resources at their disposal and utilise them to the best of their ability.

“The core business of artist nowadays is no longer selling CDs. The lifecycle of an artist has definitely shifted and now it’s about how you exploit the song on various platforms, including corporate collaborations, and also harnessing the Internet, which is the biggest platform we have right now,” he explains.