Local entrepreneur sets eyes on new dimension

Entrepreneur Sandile Ndebele, 39, is a prime example of that when you find what you love and you can become excellent at it, you will never work a day in your life.

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However, his creative nature and catchy eye spotted a gap in the market and turned his love for the entertainment space into a business opportunity when he took to start his own multimedia and marketing solutions company, El-Salatino MMS in 2014, and would go on to formalize it into a full-fledged business four years later.

“I figured let me turn this into a business. We started hosting parties in Meadowlands and that grew and word got out about what we were doing, and at the time there was no proper planning or business idea but an opportunity to make money.

“It was only in 2018 we formalized it as a business, and we identified further gaps that the business could branch out into- broadening our services into offering a full package,” said the Soweto born entrepreneur.

Today, the business specializes in management of artists and local brands, brand promotions, coordinate events, consultancy for establishments as well as brand development.

The management side of the business started with two artists, a number which currently sits at nine artists/DJs, under their company and has worked with a number of establishments on Vilkazi Street, including Makhelwane restaurant, and Lapa lounge.

“We identify home grown talent, who may not be getting the recognition but have the skill and are able to deliever.

“That is key to what we do, uplifting our own talent and introducing it to a wider and new scale. Those are the type of DJs we take under our belt.”

He credited the flourishing of the company to his team who were dedicated to driving the vision of the company forward, this despite funding and resource challenges, the business has faced.

He also said, staying abreast with the constant changes in the industry, and adjusting to the latest trends and technology set them on a winning strake with local businesses.

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“I believe it’s the consistency, the standard of work ethic to and as always making sure we deliver. We don’t box ourselves to being a township business but operating like any professional that we are able to give the same high standard service to clients not based in the township and that is understanding what is relevant and how we can offer them that.”

El- Salatino is involving in bringing three major events set to take place in the summer. He said he was excited and hoped through his vision, he would take El-Salatino to new heights.

“What we are looking at is getting bigger. To see the brand grow and be involved in some big events and brands, clothing lines but also not losing the brands that we currently have in house bug growing with them.

My goal is to be recognized as a number 1 go-to multimedia company from Soweto.