Ninel Lara Musson


Ninel Lara Musson is a music executive and media entrepreneur operating at forefront of the African creative content arena, for 15 years. As one of the only female founders of an Independent Record Label and Management Agency on the continent, Ninel is dedicated to of the development of the music and creative industry.

Transforming Vth Season into one of the most impactful labels in Southern Africa, known for investing in, partnering with and catapulting the successful careers of talented artists namely Ami Faku, Tresor and iconic hiphop superstar, the late AKA, with a company track-record recognised by several notable awards such as South African Music Awards (SAMAs), Amapiano Awards, MTV Africa Music Awards (MAMAs), All Africa Music Awards, as well as international award nominations from the likes of the Black Entertainment Television (BET) Awards and MTV Europe Music Awards (EMAs), Ninel’s agency now looks to champion independent projects in culture, music and creative tech.



With a foundation in finance and banking, Ninel serves the Creative industry on the board of the Recording Industry of South Africa (RISA) and The Official SA Chart and holds a Bachelor of Commerce, in Corporate Finance and Risk Management from the University of the Witwatersrand, a Bachelor of Commerce Honours degree from the University of South Africa and a Masters of Management from WITS Business School, with distinction. To drive dialogue around the creative sector, Ninel participates in numerous platforms such as Midem (Cannes, France), the largest music conference in Africa, Music Imbizo (Durban, South Africa) and was recently invited as a speaker at the Harvard Business School’s 25th Annual Africa Business Conference (Boston, Massachusetts).