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MD: Traxtudio Holdings International Group
CEO and Chairman Of The Board: Subsidiaries and Associate Companies
Riaan Steyn

Traxtudio Holdings International started off in the bedroom of Riaan Steyn in 1994. He is still the CEO of the group today. Riaan is an internationally-acclaimed (classical) pianist, organist, orchestrator, arranger, producer and composer with many international music awards behind his name and has worked on more than 500 albums up to date.

Riaan is also a highly-acclaimed hymnologist and obtained a Bachelor’s and Master’s Degree, as well as Licentiate (Cum Laude), from the University of Stellenbosch.

Chairman of the Board and Shareholder: Traxtudio Holdings International
Dr Musa Shezi

Dr. Musa Shezi has been Managing Director of Via Afrika Limited, a division of Naspers Limited since April 2005. Dr. Shezi serves as Vice President of the South African Institute of Race Relations. He joined Naspers group in 2000 and served as its Managing Director and Chief Executive Officer of National Education Group (NEG). He started his career as a Teacher in 1983 in KwaZulu-Natal, subsequently becoming headmaster and served as Executive president of KwaZulu-Natal National Teachers' Union. Dr. Shezi joined NATU (Natal African Teacher Union) as the Union's Chief Negotiator and later served as Executive President and Chief Accounting Officer of the Union.

Dr Musa Shezi held the following top positions previously and is currently the Chairman of the Board of Traxtudio Holdings International.
- Director - NB Publishers
- Managing Director (2005) – Nasou Via Afrika Publishers
- Director (2003) – Lux Verbi BM
- Chairman (2003) – Alibiprops 12 (Pty) Ltd
- Director (2002) – National Education Group North Ltd
- Director (2002) – Classroom Books Ltd
- Trustee (2001) – Old Mutual Unclaimed Shares Trust
- Director (2000) – Nasou Via Afrika Publishers
- Chairman (2000)- Collegium (Pty) Ltd (Botswana)
- Chairman (2000) – Afrbooks Ltd
- Director (2000) – Emthonieni Education (Pty) Ltd
- Director (2000) – Ilanga Books (Pty) Ltd
- Vice President (1998) – South African Institute of Race Relations
- Managing Director (1997) – Afrinacol
- Director (1996) – Uthungulu Investments Holdings
- President (1998-2000) – National Professional Teachers’ Organization of South Africa
- Fed Board Member (1996-2000) – African Continental Body of Teachers
- President (1996-2000) – Natal African Teachers Union
- Principal (1995-2000) – Muziwengqondo High School
- Vice- President (1991-1998) – National Professional Teachers’ Organization of South Africa

Jacques le Roux (Professional Accountant SA)

Petrus Jacobus le Roux, matriculated at Tygerberg High School in 2000, completed Accounting Diploma in 2003 at Northlink College, Completed BTech Cost and Management Accounting degree in 2004 at Cape Peninsula University of Technology (previously Cape Tech); completed articles at C2M Chartered Accountants Inc. in 2007 and Qualified as a Professional Account in 2008. From 2008 – 2011 le Roux was manager of the small business department at C2M Chartered Accountants Inc. From Nov 2011 Jacques was the Financial Manager at Bergflora Cape Town and qualified as an Independent Reviewer in 2013.

CLO (Chief Legal Officer)
Janlo Fourie LLB (Senior Associate)

Janlo studied at the Universities of Stellenbosch and South Africa (UNISA) and graduated with LLB, E-Commerce, Company Law, Banking Law, World Trade Law, International Transport Law, Law of Damages. Fourie is a senior associate at Nielen Marais Incorporated and the CLO (Chief Legal Officer) of Traxtudio Holdings International.
Janlo is also the senior associate of the Media and Entertainment Attorney Practice of Traxtudio Consult.

COO (Chief Operations Officer)
Dr Ifriky Sokeng Tadadjeu

Academic Background

Ifriky Tadadjeu obtained a BSc in Physics with a minor in Computer Science from the University of Buea, in Cameroon. He then obtained a BTech and MTech in Electrical Engineering from the Cape Peninsula University of Technology, and a MSc in Electrical and Electronics engineering from Ecole superieure d'Ingenieurs en Electrotechnique et Electronique/French South African Institute of Technology (F'SATI), France. In 2011, he represented his institution at the MIC1 competition where his team (made up of students from CPUT and the Stellenbosch University) was semi-finalist. In 2012, he assisted in the coaching of the CPUT teams for the MIC2 competition. One of the 3 teams competing that year won the Business category of MIC2. In 2013 he was approached by Heliocentric ZA to consult on their Single Event effects Testing procedures. Still in 2013 he became National Point of Contact for Cameroon in the Space Generation Advisory Council (SGAC).

He was also the UNISEC student representative for Southern Africa, and attended the 1st UNISEC-Global meeting in Tokyo, Japan. He pioneered the nano3 initiative, which he initiated in order to promote innovation in nano-science and nano-technology applicable to nano-satellite platforms. This initiative brings together CPUT/F'SATI, the University of South Africa (UNISA), and iThemba LABS-National Research Foundation of South Africa. In 2015 he completed a doctorate degree in the F'SATI Space program.

His research focuses on the effects of low energy space radiation on high density semiconductor devices, and on the space applicability of new technologies.

Music Background

Ifriky Tadadjeu started his music journey at the age of 15 as a tenor in "Chorale Notre Dame de Lourdes" in Yaounde, Cameroon, under maestro Francois Junior Ndong. During his first years into music, he mostly learned from books, workshops and other music directors including maestro Reymond Pende and maestro Isaac Sapouma. After about 4 years of hard work, he had learned enough to become a choral conductor, first as an assistant to Maestro Ndong, then as music director of "Choeur D'anges" choir in Buea, Cameroon. While he was quickly noticed as an upcoming music director in Yaounde, he co-founded the still active "Joy Spirit Singers" with his friend, the tenor Geraud Modeste Nlateu. At the same time he developed as a tenor soloist and composer. In 2006 he engaged in competitions and over the following two years he won various prized in Cameroon both as a contestant and as a coach.

He met Prof Kamal Khan, director of the University of Cape Town Opera School, in 2009 after he moved to Cape Town, South Africa, to further his studies. Working with Prof. Khan marked a major part of his development as a singer. He explored the different facets of his lyric voice and quickly began to be noticed in Cape Town as a cross-over lyric tenor. Still in 2009, he joined the Assumption Catholic Church music ensemble, which was later called "Fine Assumption Band". He co-initiated an annual FAB concert which hugely contributed to the development of the music at the parish and the members of the band.

He began performing more and more in Cape Town as a guest artist in a number of corporate functions and concerts, including the prestigious "Ball of Hope". Between 2010 and 2012 he met international sopranos Sally Presant Nicholls, Aviva Pelham, Sibongile Mngoma and Wendy Fine. They contributed hugely to his building as they shared their experiences and gave him advice on the way forward on his musical journey.

His drive for musical innovation is the reason why he started the "Ifriky Music Projects" concept. Some of these "music projects" include the concert series and recording project called "For the Love of Music", and the concert concept called "A Voice Unleashed". He also puts together his compositions which he does not classify as belonging to any particular genre, as he allows the listeners to classify them however they wish. They include "It's OK", "Sei Tu", "If I Fall", "The Songs that Come with Pain", "For Them", and many others.

CMO (Chief Marketing Officer)
Etienne Smit

Etienne Smit recently sold his real estate company, Burgun Real Estate. As managing director of Burgun he grew the company's portfolio ten-fold during his 6-year tenure and then sold it as a very profitable going concern to one of the large real estate groups in South Africa. Before that he was involved in the managing of a retail store for the Impact Christian Media Group's, but he also took responsibility of the shop-front designs of all Impact stores. He started off his career in sales and marketing as the chief décor coordinator for the Rochester Furnishers Group, overseeing shop-front designs and store layouts of 7 stores. Part of his portfolio for Rochester also included project managing the design and setup of the Rand Show and Pretoria show expo's every year. He also partnered with set-designer of the popular South African soap opera, Egoli - Place of Gold, to setup a specific scene on the set, sponsored by the Rochester Group.

Etienne Smit's success is based on his can-do attitude and the core of his life-philosophy: It's all about relationship. As Marketing Director for Traxtudio Holdings International, his vision is to help build an organisation that is founded on long-term strategic relationships with each and every client.

M.D. (Australia)
Esme Bredenhann

Esme is the Managing Director of Traxtudio Australia. She started off at Traxtudio as a voice over artist responsible for all voice overs of corporate clients like Sanlam and Santam in 2006. She manages Traxtudio’s portfolio in Australia.

M.D. (Namibia)
Dewald du Plessis

Dewald has been in the professional audio industry from 2011 and specializes in the following:

• Live sound reinforcement and production
• Lighting programming and design
• Stage setup and design
• Live sound recording
• Studio sound recording and production
• Sound editing
• Instrument and vocal artist
• Song Writer and composer

Traxtudio Namibia has been opened in 2014 by Dewald Du Plessis in cooperation with the founder and owner of Traxtudio International Riaan Steyn.

M.D. (Europe)
Jolle Schrale/Sam Mere Bester

Sam Bester is the National Director and Performance Coach for The World Championships of Performing Arts for The United Kingdom, The Netherlands, Belgium, Germany, UAE and Austria. Sam has been involved in Performing Arts all her life and the World Championships have always been a fundamental part of it; Already winning first place for Musical/Broadway at the age of 13 in South Africa and being the youngest winner ever of the Tommy Hillfiger songwriter’s competition which landed her to sing on South Africa’s number one radio station – She was 13 year’s old then. Bester attended the La Musique Performing Arts School in South Africa and has studied Applied Business Science, English, Law and I’m a qualified coach. “I look forward to many more years in the performing arts and music industry!”

Marketing Director- International Clientele
Yolanda Y’awa

Yolanda Y’awa has been involved in a fast variety of sectors in the corporate, corporate media and entertainment industries. From an award-winning fashion designer, singer and event-organizer to a digital specialist for and a string of TV and worldwide performances – Yolanda is surely the best in her field. She is currently Traxtudio Holdings International’s Marketing Director – International Clientele.
2009 : Meridian Leadership Certificate – Common Purpose
1998 : Customer Care Management Program
Telkom SA in-house course
1996-1998 : ND in Marketing – Cape Peninsula University of Technology(studied up to 2nd year)
1994 : Retailing Certificate – Foschini Group
2003 -To date : Owner & Fashion Designer – Y’awa Creations
Key Responsibilities
• Designing and Production
• Image Consultancy and Styling
• Managing the business
• Buying
• Sourcing of new business and customers
• Portfolio Presentation
• Sales and Marketing
• After-sales service and order follow-ups
• Distribution
• Negotiating prices with suppliers
• Product, Market and Industry Trend Research
• Budgeting and general financial duties
• Stock-taking
• Problem-solving
2011-2012 Digital Specialist - Kindle – Amazon
2010 Sales and Marketing Assistant – Rainbow Experience Arts Craft Store
Key Responsibilities
• Image Consultancy and Styling
• Buying
• Sourcing of new suppliers
• Sales and Marketing
• After-sales service and order follow-ups
• Negotiating prices with suppliers
• Product, Market and Industry Trend Research
• Stock-taking
• Problem-solving
2003 Freelance Events Manager – Yolanda Yawa t/a Heritage Promotions
2000-2003 Marketing Director (Part-time) – Performing Arts & Cultural Development Project
2002 Business Representative – Telkom SA
1998-2002 Customer Service Representative – Telkom SA
1997-1998 Communications Officer – Standard Bank of SA

Performing Arts
2009 -To date : Solo Singer - Face and Voice of the Yolanda Y’awa Project
2005-2009 : Lead Singer & Face of music band - Coda
2003-2005 : Backing Vocalist & Dancer of Afro-Latin Jazz band - Tucan Tucan
1999-To date : Road Manager for the Gugulethu Tenors
1999-To date : Freelance Artist Managing Agent – P’ayeye Entertainment
1997-1999 : Singer, Dancer & P.R.O – Women Unite Marimba Dance Band
Community Involvement
• Motivational Speaker ( Freelance)
• Workshop Facilitator – Buyambo Youth Club
• Dance Facilitator – Darling Focus Youth Program
• Vukuzenzela Youth Club
• Ambassador of the Responsible Foundation
• Best Designer – Fashion Police Fashion Show 2009
• 1st Runner-up – Sanlam Money TV Game 2002
• 2nd Prize winner – J&B Met Best Dress Couple 1999
• Finalist – Miss Cape Town 1996
Artiste Management - P'ayeye Entertainment
1999 – To date
• Ubuntu Festival Celebration of Life Fashion Show
• HIV/Aids Awareness Event – Cape Peninsula University of Technology
• Lifestyle SA festival – representing Lira and Gugulethu Tenors
• North Sea Jazz Festival - Metropolitan Function
• Post Office SA
• VIP party with Oprah Winfrey etc.
• Water Week – Department of Water and Forestry
• ALASA Conference - University of Stellenbosch
• Pre-launch - Voice of the Cape radio station
• Kirstenbosch Gardens Summer concert
• Kfm music Concert - Hermanus
• E-tv Youth Day – Robben Island
• And various corporate and public functions
Event Management
1999 – To date
• Women Connect Event – P’ayeye Boutique/Café
• Ubuntu Festival Celebration of Life Fashion Show
• Youth against HIV/Aids concert
• Miss Help The Needy Foundation
• Effective Communication and Presentation – Youth Workshop
• Sanlam Money Game Afro-classical Concert – V&A Waterfront
• Telkom end of the Year function
• Kwanele – Musical Theatre play by Women Unite Marimba Band
• And various corporate and public functions

Creative Director
Louis van den Berg

Louis is editor-in-chief of Traxtudio Holdings International’s online magazine, TraxTempo, as well as our online radio station, TraxRadio.

Louis van den Berg’s music industry career started in 1998 when he started working in a CD shop as a shop assistant. He went on to become the Afrikaans music buyer and assistant manager.

In 2001 Louis started working for the biggest Afrikaans record label (Select Music) as a sales representative. Here he travelled the Western Cape to present and sell all the new releases from Select Music to all the music retailers including Musica, Look&Listen etc.

In 2006 he was asked to join the team at the Select head office to handle special projects and compilation CD’s. Here he started the Huisgenoot Top-20 range of CDs & DVDs and also managed the production of the Huisgenoot Skouspel CDs & DVDs, amongst many other new compilation CDs he released. During this time he also ran a small budget label, as well as the Children and Gospel division.

In 2009 Select decided to expand their publishing company and needed a music publisher to manage this. Louis was then chosen to fulfill this role as Music Publisher. Here he signed up new songwriters to the Select Music Publishing roster and he facilitated and managed their songwriting royalty income as well as promoting their songs wherever possible.

In the beginning of 2013, Louis decided to leave the music business and started a Comedy company where he promotes local comedians.

However, once the music industry is in your blood, you can’t escape it, so he decided to join the Traxtudio team.

Director: Traxtudio Records
Esra Overberg

Esra Deter Overberg spent 20 years in the utilities electrical engineering industry where he forged strong relationships with African and European electrical utilities in the manufacturing and supplies of line hardware and accessories. It is here that he mastered the skill of developing new businesses and creating brand solutions to the industry. He merged this skill and brought it into the E & M industry to add value in artist management, production and special event planning. Esra Deter Overberg holds a National Dip in Marketing and Business development management. He holds a strong people skills set and team development is one of his mastered arts.

Director: Traxtudio Acoustic Engineering
Bendery Mostert

Andrias Benjamin Bendery Mostert is a Professional Senior Architectural Technologist and cofounder of Studio ABM.

In Bendery’s short Professional career he has assisted and completed projects from a variety of sectors within the Architectural field such as:

Municipal: Main-stations / Sub-stations / Electrical depots

Residential: 50 unit Apartment complex / High-range Residential / Mid-range residential

Educational: University lecture hall complex

Industrial: High-range factories

Interior: Offices / Retail complex / Retail Lobbies

Bendery’s objective in the creative realm is to grow through diversity.

Yes it is important to do the basics well, but architecture is ever-evolving and a professional must be able to adapt.

Architecture will always have a responsibility to design and good practice but it is a creative medium where the author can really express himself to the fullest.

SACAP registrasie nommer: PSAT20689

CTO (Chief Technical Officer)
Francois Steyn

Francois Steyn matriculated in 2005 at Tygerberg High. He studied I.T. at the prestigious, internationally accredited Netscope. Directly after completing he’s studies, Steyn went to work at a leading international Sport Management Services Company where he had a senior IT post till joining Traxtudio Holdings International in 2016 as CTO.

Head Engineer
Ettienne Lane

Ettienne Lane started he’s career as music producer and sound engineer in 1999 after studying at the Conservatory of Arts and Culture in Pretoria. Through the years he worked with numerous acts and artists like Bobby van Jaarsveld, Danie Botha, Corlea Botha, Ghapi and others. Ettienne is surely one of the best in the field and is also the Head Engineer of Traxtudio Holdings International.

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