Woman on top – Hloni Modise
The entertainment industry is a tough business but HLONI MODISE, 34, is doing it with flair.
Almost a decade ago at the age of 24, after five years of working at Heita Records – the local division of Sony Music – Hloni Modise left her comfortable job to become an entrepreneur.
At Heita, she worked as the label manager and was responsible for the public profiles of Afro pop group Malaika, KB Motselanyana, and many others who were riding the waves of success under her management.
“I felt equipped to be able to start my own record company. When Malaika reached gold status I resigned, and that was the end of my journey as an employee.”
In 2009, Hloni launched a recording company, HM Entertainments. “At the time it was just me, the only permanent staff member Comfort Nkosi, and we shared one computer. A few months after opening our doors we released two projects with DJ Tshiu and Bhoja Bhoja. We then went into a joint venture with Sony Music for gospel artist William Sejake and released two albums and one DVD for him.”
She admits that the journey was thorny and full of hurdles. “At some point we were pouring all the money we made back into the business to keep it afloat. I finished all my savings but still there was no profit coming in. With all that, however, I still made it work.”
Despite the challenges, HM Entertainments still managed to record Lion of Judah by songbird Lebo Sekgobela and her popular album,
Ithemba Lami in 2013. Both William and Lebo’s albums were nominated for the Crown Gospel Awards; William was also nominated for a Metro FM award.
“That was a big high for me, especially since my company was still very young. Even though we’ve since parted ways with Lebo, I’m happy that she’s gone on to do great things and everytime I hear her music I feel happy that I was somehow part of her journey.”
A few years into it, the entrepreneur had to face the reality that the business wasn’t yielding the desired results to be sustainable.
“No matter how hard we pushed, the industry wasn’t welcoming to a young female record label owner,” says Hloni adding that, that opened her mind to see the bigger picture of the music industry.
“I had a PR and business management qualification, so why was I not putting it to good use? It’s then that I decided to open the Heita’s PR and artist management wing.”
That was the best decision Hloni could’ve made for her business. Over the years she’s worked with big clients including: Sony Music, Universal Music, Tox Music, Top Gospel, DV8, Cross Power foundation and many more.
“We also worked with great talent like Zakes Bantwini, Deborah Fraser, iFani, the late Lulu Dikana and Lundi Tyamara, and many more. Currently I also manage the most iconic couple in SA – Letta Mbuli and Caiphus Semenya. My relationship with them goes back to my days at Sony. It was such an honour when they approached me to manage their singing careers.”
Besides managing these legends, Hloni has a bigger smile on her face these days. This year HM Entertainments bagged one of the most sought after contracts – public relations for the South African Music Awards (SAMA 2017).
“We’ve worked on the SAMAs before, for four years, doing community media. But this year is special because we’re doing the whole national PR. It’s a huge task but so far we’ve proven ourselves. We’re also mindful that with business you can never be comfortable. One year you could be up and the very next, down. I’ve learnt to be patient. And through the hard work and hectic hours that we put in on a project, we show our great appreciation for all the opportunities thrown our way.”
Hloni says running a business has taught her many lessons: “When things are going well, as entrepreneurs we tend to spend and forget that there’ll be rainy days. So saving is important,” she advises.
The mother of two credits her success to her long time business partner Comfort, her mentors, friends and family who’ve supported her through the good and bad times. HM Entertainments currently has three full time employees and for big projects like the SAMAs they work with contractors.
“Getting project-based contractors is a smart move for a business like mine, that way when you’re not too busy you don’t have to worry about paying people, because you pay them as and when there is work. That limits a lot of stress and pressure on me.”
As a working mom, Hloni never neglects her other duties as wife and mom to her two boys – oneyear-old Kabelo, and Thabang, 10.
“I have a daily ‘To Do List’ and I think every woman should do that, you have to try and balance everything. I take at least 15 minutes to sit and write what I’m going to do for the day and make sure to do it al! That’s my secret to a balanced life.”