Velile is the CEO of Native Rhythms Productions, a Black-owned company formed in 1998 to offer value-oriented services across the entire entertainment industry’s value chain. The company’s strategic thrust is music publishing, music production, music marketing and promotion, licensing and distribution. Other ancillary services are events planning and production, such as concept concerts. Recently, the company has entered the film industry through the production of niche documentaries focusing on cultural related rituals, as well as popular culture such as hip-hop.
The company was founded on the belief that entertainment, through music and other forms of artistic expression, it is possible to communicate with people of all races and cultures and that that competing ideologies could be brought together whilst bridging cultural and racial divides.
Native Rhythms manages award winning artists such as The Soil, Cama Gwini, Deepa Trybz, Indwe, Gospel In Me, Isabel Novella, Malambule, N’azania, Nkulee Dube, Pu2ma, Sol Phenduka,Zuluboy, Vuyo Tyolo, Zakwe.

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