Emtee Sets Plans in Motion for “Hustle University”, A Union to Protect South African Creatives

In an industry where creativity drives culture yet protection for those who create remains uncertain, a new initiative is being shaped to offer a sense of balance and accountability. South African rapper and label head Emtee has announced the upcoming launch of Hustle University, a union designed to defend the rights of musicians, entertainers and creatives across the country.

The development was revealed through Hustle Records’ X account, outlining plans for what could become the first organised structure advocating for artists’ professional and financial security. The message carried a tone of urgency and purpose: “Hustle university loading. The first ever union fighting for the rights of creatives, our idols, musicians and entertainers cos nobody respects our line of work.” He also added “let an artist be who they wanna be.”

The tweet quickly caught attention for its direct message and its timing. Emtee’s reference to “so-called managers” further highlights one of the industry’s most delicate pain points. With the management title unregulated, many creatives find themselves under the control of individuals who act without oversight, often prioritising profit over artistry. It taps into long-standing frustrations among artists who have voiced concerns about unfair treatment, poor representation and the absence of collective protection in a highly competitive industry. For many, this marks an attempt to establish a platform where fairness, transparency and respect are not just expected but enforced.

Hustle University aims to create a foundation that can address recurring challenges faced by creatives by including exploitative contracts, lack of payment structures and disputes over artistic ownership. The union is expected to guide artists with standardised agreements, defined collaboration terms and clear expectations between performers, managers and labels. Such a framework could help ensure that artists are not left vulnerable when entering negotiations or signing partnerships.

The concept of Hustle University arrives at a time when many South African creatives are calling for unity and protection within an unpredictable industry landscape. It suggests a step towards collective strength, where artists no longer have to face the complexities of the business alone but instead stand together under a banner that values integrity as much as talent.

While details around the full structure and the timeline of Hustle University have yet to be released, its concept represents a step toward collective empowerment. It suggests a future where South African creatives can stand together under one body, equipped with tools and support that ensure their rights are acknowledged and upheld.

Though still in its early stages, the initiative’s promise carries weight. If brought to life, Hustle University could redefine how South African entertainment operates by ensuring that the people behind the music, art, and performance finally have a structure that safeguards their craft and their future.