Melanie Ramjee, acclaimed South African publicist

Melanie Ramjee

While she is not travelling the globe, Melanie Ramjee is either running her boutique PR business Tutone Communications, attending the coolest launches, sports events and brand activations, volunteering to those in need or blogging about awesome lifestyle brands and initiatives on her HypressLive.com platform.

Other times she is out influencing and motivating young people to make positive choices in life with talks or personal interaction and developing new local musical and PR talent.

Professionally Melanie Ramjee is an acclaimed South African publicist over a space of 18 years.

Currently the managing director of South African PR company boutique agency Tutone Communications, who have represented local and international lifestyle brands including beverage brands (Miller Genuine Draft, Jack Daniels Heineken), local lifestyle and entertainment brands YFM, MTVbase, BET, Sports & Recreation of South Africa, the Joburg International Film Festival.

Tutone Communications have represented some reputable clients and projects including The Special Olympics South Africa, Trace Africa, Heineken, South Africa’s largest youth radio station YFM, and many more.

International work includes PR for festivals featuring Toni Braxton, Migos, ASAP Ferg, Robin Thicke, Trey Songz, Usher, John Legend, Key Hilson, Kendrick Lamar, Kim Kardashian, Rick Ross, 2Chainz etc.

Locally she has represented Riky Rick, ShoMadjozi and Gigi LaMayne while internationally the company has represented artists including Grammy winner Mohombi, World record holder DJ Obi and African superstars YCee and Ninola,

To better empower and equip females, Tutone Communications also focuses on small female-owned businesses or young female artists, and annually select 1/2 businesses to offer free PR services to.

Tell us a bit about yourself and what your job entails

My birth name is Melanie but people call me Hypress. I own a PR boutique agency which my day entails putting together media strategies for brand, writing press releases, pitching for coverage in the media for clients and also surfing the internet to keep up with trends.

How did your journey in the entertainment industry begin?

I have always loved entertainment. Sadly the reality is that I can’t sing and there was no autotune in my days. When I was 16, I started working the door at a day club, which progressed into co-founding an entertainment company/indie record label at 18. I handled PR.

What are some of your career highlights?

  • Starting my own business Tutone Communications in 2010
  • Signing my first client YFM
  • Representing the coolest local and international brands like G Star RAW, YFM, Trace Africa, Heineken, etc
  • Cotton Fest 2019, 2020 and 2022
  • Working with some of the biggest names in the game including Bonang, Riky Rick, Migos, John Legend, Ciara, Rick Ross, Chris Brown, Kendrick Lamar.
  • Walking alongside the SA athletes at the Special Olympics Summer Games opening ceremony in both Austria and Abu Dhabi

What and who inspires you?

  • My family and friends
  • Haters
  • Nature

What projects are you currently working on?

  • Cotton Fest 2022
  • Trace Studio’s
  • Rubicon Clothing
  • Amen Kidz Clothing
  • Artist: TXC, Ntosh Gazi, Kudz, Taylor Jaye
  • Special Olympic South Africa national games
  • Feather Awards

How do you think we can grow the creative industry and bring African content to the world?

No need to think, we are doing it right now. It is our time now.

Amapiano music has been a huge driver in getting the music out there. I represent a few local and African artists pushing their music outside the continent. It’s not just personal for me but it’s a family thing. My husband heads up international talent at a major record company pushing African artists abroad.

What tips can you give an artist who wants to build a reputation and a career that is going to keep them relevant in the industry?

  • Keep reinventing yourself and being at the forefront of the game
  • Never stop growing, meaning work never stops
  • Invest in your craft
  • Stay focussed and don’t forget the end goal
  • Remain humble and remember where you come from but never forget where you are going
  • Don’t do DRUGS

What is your favourite thing about Africa?

Our soul (this encompasses food, music and dance and ubuntu).

Read more Behind the Scene interviews here

FAME Week Africa

FAME Week Africa

FWA Connect bringing the Film, Arts, Media and Entertainment sector together by providing creative industry professionals on the African continent with news, trends and in-depth articles.

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