Online Reporter
Mbulelo Mpofu in Johannesburg, South Africa
THE journey of Ayanda Khumalo is proof that today’s African artistry is no longer confined to the recording booth alone.
Born in Tshabalala and celebrated in creative circles as ItsADN, the hip-hop artiste and entertainment legal consultant is preparing to commemorate a defining moment at the esteemed Music Business Lab Graduation ceremony.
Hosted at the ultra-modern Warner Music Africa and Africori headquarters in the leafy suburb of Illovo, Sandton, the high-profile event marks the culmination of the 2026 Music Business Publishing Course.
The elite training programme, funded by the Southern African Music Rights Organisation (SAMRO) through its corporate social investment (CSI) initiative in partnership with the University of Pretoria, has fast become the premier incubator for the next generation of African music executives, publishers, and legally savvy creatives.
The ceremony brings together a glittering array of the continent’s leading music business professionals, executives, and emerging industry practitioners, all gathered to celebrate the intersection of creative talent and structural education.
The event will feature a heavyweight panel of keynote speakers and industry titans who are set to offer insights into the rapidly changing global music ecosystem.
Among the dignitaries expected at the event are Ninel Musson, founder of the Music Business Lab and co-founder of Vth Season; Tumi Mogape representing Africori; Ryan Hill, Head of Universal Music Publishing Group; Karabo Senna from SAMRO; pioneering media entrepreneur Siya Metane; and Munya Chanetsa representing global music powerhouse EMPIRE.
For Khumalo, who returned to the ceremony as an esteemed 2024 alumnus of the Music Business Lab to witness the 2026 cohort take their bows, the moment will be a full-circle reflection of a journey that began in the vibrant streets of Bulawayo, Zimbabwe.
“My passion in the music industry started off in Bulawayo at the age of 14. I was actively involved in the hip-hop genre from a young age and left a track record through compositions, collaborations, recorded music, and participation in some of Bulawayo’s biggest hip-hop platforms like ‘Da Grape Vine Rap Battles,’ run and hosted by music entrepreneur and artist manager Naboth Rizla,” Khumalo reflected.
In those early days, Khumalo was known under the moniker” Adrenaline” , making waves within influential Bulawayo hip-hop collectives such as “Dirty Diamonds” and “The Ward 21.”
Today, performing and operating under the refined brand ItsADN, the, “Champions Prayer” hitmaker has translated that raw, youthful hustle into a formidable dual career spanning both South Africa and Zimbabwe.
The transition from the recording booth to the boardroom was catalysed by the very programme celebrated this week in Sandton.
Khumalo credits the Music Business Lab with providing the exact blueprint needed to survive and thrive in a notoriously volatile industry.
“Being part of the programme played a major role in shaping my professional journey within the entertainment legal space. The course equipped me with an in-depth understanding of how to structure and formalise my business within the creative arts sector, while also deepening my knowledge of publishing, copyrights, contracts, and the broader music business ecosystem,” Khumalo said.
Khumalo didn’t just absorb the knowledge; he weaponised it entrepreneurially.
By directly applying the commercial acumen gained from the course, he successfully secured crucial corporate funding through partnerships with Concerts SA and SAMRO.
This financial backing birthed a groundbreaking, three-city live concert tour spanning Johannesburg, Pretoria, and Bulawayo, which successfully generated lucrative performance opportunities for more than 15 independent artistes.
Today, the Tshabalala native is a practicing legal consultant specialising in music copyrights and entertainment contracts, operating under the expert guidance of one of South Africa’s most revered entertainment and copyright lawyers, Advocate Nick Matzukis.
Simultaneously, Khumalo is paying it forward. He serves as a lecturer in Copyright Law and Industry Contracts at the Academy of Sound Engineering, ensuring that incoming musicians, producers, and audio engineers understand the legal frameworks required to build sustainable, lifelong careers.
The music industry continues to wrestle with digital disruption, streaming algorithms, and complex international royalty collection, and Khumalo stresses that programmes like the Music Business Lab are no longer a luxury – they are a necessity.
“Events such as these are important because they continue to bridge the gap between creativity and business knowledge in the African music industry. They provide young professionals, artistes, managers, and entrepreneurs with the practical tools, mentorship, and industry access needed to build sustainable careers.”
Looking forward, the dual-nation powerhouse has his sights set on systemic change, aiming to use his unique position to break down regional barriers.
“My dream is to continue bridging the gap of opportunities and collaborations between the South African and Zimbabwean entertainment markets, as well as to grow my influence as an entertainer and legal practitioner in Bulawayo, Matabeleland, and beyond.”
– Follow on X @MbuleloMpofu
