“It’s simple: I don’t compromise my values for anything.”

These words define Unathi Memela — a woman whose unwavering principles and visionary leadership have made her a powerhouse in the entertainment and communications industry.

Who She Is

Unathi Memela was born in Johannesburg. She went to primary school in Ntabankulu in the Eastern Cape, attended Pietermaritzburg Girls High School, and matriculated from Brebner High School in Bloemfontein. These experiences across South Africa shaped her adaptability, discipline, and appreciation for diverse cultures — qualities that now influence her professional journey.

Now based in Johannesburg, Unathi is the founder of Nefertiti Communications (Pty) Ltd, a 100% black female-owned boutique communications firm. Beyond her role as founder, she is also a talent manager, publicist, and producer with a footprint that spans both television and radio.

Her passion for fostering authentic African talent and her commitment to professionalism have positioned her as a key contributor to the continent’s creative ecosystem.

Early Life and Passion for Storytelling

“As a child, I was incredibly talkative and filled with curiosity,” Unathi recalls. “My passion for reading flourished in a home brimming with books, which nurtured my imagination and love for stories.”

That early fascination with words and communication would later shape the foundation of her career — a career rooted in storytelling, connection, and impact.

Nefertiti Communications: The Vision and the Work

Founded with the mission to deliver integrated communication solutions, Nefertiti Communications provides services in:

• Talent management
• Public relations (entertainment and corporate)
• Digital distribution and music education
• Brand development and imaging
• Media relations and event management
• Television and radio content production

Over the last decade, the firm has managed publicity and careers for some of South Africa’s most iconic entertainment names, including Zola 7, Zuluboy, Siyabonga Radebe, Sibongiseni Shabalala (of the five-time Grammy-winning Ladysmith Black Mambazo), and international Hip Hop artist Young Nations.

Nefertiti has also worked with global organizations such as One.org on the #PovertyIsSexist campaign and managed media for major international concerts like Boyz II Men, Joe Thomas, and BeBe Winans Live in SA.

Their television production portfolio boasts award-winning shows like Zola 7, Ba Kae, Afro Café, Date My Family, Kheth’omthandayo, Yimlo, and Yobe, along with projects for Al Jazeera English, BBC, and TV2 Denmark.

What Makes Her Work Unique

Unathi focuses on a niche within the entertainment industry — adult contemporary genres such as Jazz, Live Performance Hip Hop, and Traditional Music. Her clients span across Africa, from Nigeria, Zambia, and Zimbabwe to Malawi, Angola, Mozambique, and Namibia.

This Pan-African approach reflects her belief that African talent deserves both global recognition and professional representation. “Many talented individuals create amazing work but lack proper management,” she explains. “My goal is to bridge that gap and elevate African talent to the world stage.”

Challenges and Growth

Like many entrepreneurs, Unathi’s journey wasn’t without obstacles. “Securing capital and proving this was a legitimate business — not a hobby — was challenging,” she shares. Yet persistence and purpose helped her overcome skepticism and establish a respected brand.

Staying Ahead

To stay relevant, she remains a student of her craft — reading extensively, subscribing to industry platforms, and attending global events. Her book recommendation, Feel the Fear and Do It Anyway by Susan Jeffers, captures the courage behind her drive.

The Business Pivot

Recognizing corruption and gatekeeping within the local entertainment sector, Unathi made a bold decision to pivot her business toward continental and international markets earlier than planned. This shift strengthened her mission to maintain integrity while connecting African talent to opportunities beyond borders.

Core Philosophy and Motivation

Integrity remains her compass. “It’s simple,” she says again, “I don’t compromise my values for anything.”

Her biggest motivation? Seeing her clients succeed. “I love music and seeing the results of my strategies on my clients’ careers. Their feedback reminds me that my work matters.”

Lessons and Advice

Reflecting on her journey, Unathi admits that her early naivety about business actually worked in her favor — it allowed her to take bold steps without fear. Her advice to aspiring entrepreneurs:

“Take action. Choose something you are truly passionate about — something you would still do even without being paid.”

Vision for the Future

In the next three to five years, Unathi envisions Nefertiti Communications as the leading talent management agency in Africa, setting the standard for professionalism, creativity, and ethical leadership across the continent.

Connect with Unathi Memela

Email: unathi@nefertitimedia.co.za
Phone: +27 76 174 8730
Website: www.nefertitimedia.co.za
Instagram: @unathiknows
Facebook: Unathi Memela