Hloni Modise Matau

What does your company do?

Basadi in Music Awards (BIMA) is a South African awards platform founded in 2022 by entertainment entrepreneur Hloni Modise-Matau. Its mission is to celebrate and honour the achievements of women across all areas of the music industry, both on stage and behind the scenes. BIMA recognizes a wide spectrum of female talent, including singers, rappers, DJs, composers, producers, songwriters, stylists, journalists, radio and TV presenters, and more. The awards aim to uplift and empower women in a traditionally male-dominated industry by providing a platform that acknowledges their contributions and excellence. Public voting plays a central role in selecting winners, ensuring community engagement and visibility for nominees. Beyond the annual awards ceremony, BIMA also focuses on mentorship and development. For example, the "Emerging Artist of the Year" category, introduced in partnership with Nando’s and Bridges for Music, offers finalists opportunities such as a R100,000 music bursary and industry mentorship to support their career growth . BIMA also hosts masterclasses and networking events designed to help women in music transform their talents into sustainable careers . The awards are held annually in August to coincide with Women's Month in South Africa, reinforcing their commitment to celebrating female excellence and empowerment.

What is your biggest success?

Basadi in Music Awards stands as a shining example of how a purpose-driven brand can become a commercially successful and culturally significant platform in a short space of time. In just three years since inception, the awards have grown from concept to commanding national attention—culminating in their first recorded broadcast on SABC 2 in 2023, with viewership soaring to over one million viewers. This milestone cemented Basadi in Music not only as a cultural force but as a powerful business vehicle, capable of drawing major media partnerships, sponsorships, and commercial returns while elevating female talent across the music value chain. As the only awards on the African continent exclusively dedicated to recognizing the excellence of women in music, Basadi in Music has proven that investing in women isn’t just socially impactful—it’s good business. The platform has created real economic opportunities for women across industries including music production, fashion, eventing, PR, and content creation. This success story should serve as a motivating benchmark for the SANTAM Women of the Future. Just as Basadi in Music leveraged a bold, focused mission to drive influence and economic participation, so too can the SANTAM Women of the Future Awards reinforce their value as a driver of women-led entrepreneurship, leadership, and innovation. When women are empowered, industries evolve and Basadi in Music proves that a clear vision, coupled with strategic partnerships and national visibility, can position a female-focused brand at the centre of both cultural relevance and economic growth.

What has been your biggest hurdle?

The success of Basadi in music Awards was not without significant challenges. The biggest hurdle faced by the Basadi in Music Awards has been the lack of consistent funding and investment from both the public and private sectors. Despite the platform’s clear impact, influence, and proven reach, both the second and third instalments of the awards were under threat due to limited financial support. This highlights a sobering reality: there is still a systemic lack of interest and confidence in funding women-led projects and companies, even when they are impactful and innovative. Yet, Basadi in Music persisted. It is this determination and bold vision that must inspire initiatives like the SANTAM Women of the Future. The journey of Basadi in Music Awards is a clear reminder that with the right support, women-led ventures can thrive, scale, and transform industries. But it also reinforces the need for targeted investment in women-focused platforms. As Basadi in Music Awards has shown, when women are given space, recognition, and resources, they don’t just participate-they lead, they grow economies, and they inspire generations.