As conversations around artist independence continue to reshape the music industry, a new name is starting to move from behind the scenes to the centre of the conversation. Ayanda Ngcobo.
Best known as the strategist behind Nasty C’s evolution into an independent powerhouse, Ngcobo is now stepping forward with Tallracks, a platform designed to give artists control over their music, money and data.
A Shift From Fame to Ownership
The conversation around independence took a new turn during a recent “Building an Empire” masterclass hosted at AMPD Studios, where what started as a discussion about Nasty C’s journey quickly became something bigger.
Instead of focusing on virality or success metrics, the session unpacked the systems behind independence, from deal structures to long-term ownership strategy.
Hosted as part of the AMPD Studios and Absa collaboration, the event highlighted a growing shift in the industry where artists are thinking beyond visibility and starting to prioritise control and sustainability.
What Is Tallracks and Why It Matters
At the centre of that shift is Tallracks.
The platform was built to address a major gap in the modern music industry. While more artists have access to distribution and audiences than ever before, many still lack clarity around royalties, data, and ownership. Ngcobo describes Tallracks as infrastructure rather than a tool, designed to give artists leverage from the start of their careers.
The platform focuses on four key pillars: owning your music, owning your money, owning your data, and owning your community. Rather than positioning independence as anti label, the approach reframes it as informed decision-making backed by systems and structure.
The Strategy Behind Nasty C’s Independence
For nearly a decade, Ngcobo has played a key role in shaping Nasty C’s career, guiding his transition from breakout artist to global contender and now an independent business. That strategy has extended beyond music into brand building, partnerships, and digital communities, including ventures like Ivyson and Ivyson Gaming.
Tallracks represents the formalisation of that thinking into a scalable platform that other artists can use.
A Bigger Play for the Industry
Ngcobo’s influence extends beyond one artist; he has also worked with rising names like Zee Nxumalo and media personality Pamela Mtanga, applying the same principle across different sectors.
The goal is simple but powerful. Build structure before scale.
Why Artist Ownership Is the Next Wave
The rise of platforms like Tallracks reflects a global shift in how artists think about their careers. Instead of chasing exposure alone, more creatives are focusing on ownership, long-term revenue, and control over their work.
As Ngcobo explained during the session, independence is not about rejecting the system. It is about understanding it well enough to benefit from it.
From Visibility to Leverage
Tallracks signals a shift from independence as a buzzword to independence as a system. As the platform continues to grow, it represents a broader movement in the industry where artists are no longer just participants in culture but stakeholders in its value.
In a landscape where creativity moves fast but ownership often lags behind, the conversation is changing. It is no longer just about making it. It is about owning it.