SmartHotGirl: Ninel Musson

Ninel Musson is one of the founding directors of an urban marketing company. She is young, ambitious, dynamic and smart. At JUCY we love women like this so without further ado get to know the lovely Ms Musson

You seem reserved and mysterious at first glance, is this Ninel 24/7?
I am quite shy - I don’t intend to be mysterious. I can be reserved when I meet people for the first time and it takes a while for people to really get to know me.

What motivated you to work towards a post graduate qualification even after you’d successfully set foot into the corporate world?
The search for answers to my many questions - about life, business philosophy and history. I studied a basic undergrad degree in commerce. Then I worked in 2 big corporations - the experience taught me a lot of entrepreneurship, managing resources and working with a team.

The B. Comm. honours I did after that, was specifically in Business Management, strategy and marketing – I use all of that knowledge in my current business.I am looking at specializing even more in marketing and am comparing Masters Programs for next year.



Previously, men were said to be better strategists and decision makers in the corporate world, have you experienced a change in this kind of thinking?

I think that was said by a man LOL. Only because men have been more dominant in senior management and business. But we are changing this!

What would your business card tell us about you?

Well it reads Ninel Lara Musson - Founder and Director of The Vth Season – Creative lifestyle Marketing. The design may seem plain but it’s direct and to-the-point, much like I am.

What sparked the sudden interest in marketing and entertainment considering your strong financial background?

I have been interested in marketing and entertainment since I was at varsity and I got involved in campus activities. I started my first company when I was in my final year and we got a contract to do a national music tour with JHB Artists. The company continued doing projects and I maintained my interests even while I was working in finance. I enjoyed both, it just kept me extremely busy. Eventually, I decided I should choose a focus. I resigned from my full-time corporate job and created our company.

They say life only really begins after 30 for a woman, do you agree? Are you looking forward to it?

Lol! Things are great for me right now so if it’s still going to get better in my 30’s...bring it!

Which parts of femininity do you like celebrating the most?

Being a woman is probably what makes me stand out in this industry. Part of our business is events – and there aren’t many female promoters out there that I can say have the same responsibilities as I do. I enjoy working independently. Also, as a woman, I have softer-skills for negotiation and a stronger dominant side for delegating and managing.

You’re a Gemini, who’s said to be energetic, versatile, charismatic, communicative, witty and fascinated by new things, which of these traits would you rightfully give a nod to?
WOW, it’s all true (smiles), I have all those characteristics at different times of the day. A true Gemini!

You are tall and beautiful. Do these attributes ever become handy in your world?

(Goes red *blushes) Thank you for the compliment. When others appreciate a unique trait about you, like your appearance it always feels great. And in the superficial industry I work in, looks are a bonus *winks

Where would you rank fashion & lifestyle in your list of important things?

It’s high-up on my list!. Would love to travel more. I don’t have much time or resources for shopping these days but I love the dear friends that live in my closet aka Marc Jacobs, T. Burberry and Tom Ford ☺

I love going to tasteful restaurants for meals, fabulous venues for events and good hotels for well-deserved breaks!

What’s a bad day like for you?

Bad days usually start when there is no coffee. I love coffee. It’s the perfect meal! And I hate being stuck in traffic – if I run into traffic in the morning and I haven’t had morning coffee yet...I am ruined!

What / who makes you push yourself to want more out of life?

I push myself a lot. That’s my first rule of being an entrepreneur. I am inspired all the time, by my family and also by random people I meet and am able to share ideas with. I also have an obsession with reading – everything from Paulo Coelho to Sun Tzu to Harry Potter.

What are you mostly proud of?

I made a tough decision when I chose to resign and start this company and give it 100% of myself. Being self-employed is in itself is a calculated risk that not everyone can stomach. I am proud that I took the plunge and haven’t looked back. I am determined to keep pushing at it no matter what.


How hard is it to start a new business venture?

It is hard to start any new venture. It’s even harder to stick with it. You have to really believe in what you are building and have the determination and street-smarts to grow and succeed.

Tell us about the business...

It is a niche marketing company focusing on urban brand activations. We connect brands with the urban young adult market using traditional marketing in conjunction with our own tools .We use Real Time Media and our own online platform Public relations and specifically consumer media ; brand ambassadors as DJ’s and Artists ; Field intelligence / Street teams and mobile marketing including mobile media and SMS.

What skills are you personally bringing to the business?

Our team is great because we all have complementary skills. I have a corporate background and even though we are a small business, I run things like the big company we want to grow into.

Do you believe in the phrase “It’s who you know” that determines whether one will be successful or not?

For sure - Networking is important for business leads and relationships are undeniably important in generating business. Securing a project or client because of who you know can happen, but being successful at it is only guaranteed if, you have the necessary skills and you are good at what you do.

Do you find that South Africans are not always supportive of local brands? Why do you think that is?

Yes but I actually do feel that this view is changing. Personally I admire and support many SA brands – especially fashion brands making waves like Head Honcho Clothing and the Streetwear brand from Cape Town.

How do you plan to remain competitive in your market?

Staying competitive in our industry, means staying relevant. Informal research feeds into our business and helps us stay abreast of trends and sub-cultures. We have to maintain our edge over competitors.

Your business is fairly new, what are some of the things that you've has achieved so far?

We officially formed almost 1 year ago. We have 3 partners driving the business across 5 main divisions. Our client-base grows each week as we pitch and secure new business. We also spend a lot of time creating new concepts and platforms. We have just moved into new office space in Sandton. We have a great team of support staff. And we are always looking for new talent with the right attitude and entrepreneurial qualities to join us and grow our footprint in the industry.

One big project we just completed for the World Cup was the MTV Base Lounge which featured SA, African and international artists and guests. Our website has launched and received great feedback and reviews and we are generating traffic after 3 months that similar websites have taken 3 years to get to. Our DJ’s and artists are also making great strides in studio, radio and event projects.

And best of all, there are greater things to come!

She’s hot, definitely smart and there is nothing anybody can do about it except to embrace her. To find out more about her accomplishments visit her work site