Independent musician, designer and entrepreneur ByLwansta (Lwandile Nkanyuza) has released his debut book, Really Listening – Song Lyrics That Made Me Feel Seen As A Creative Entrepreneur, offering an unconventional perspective on entrepreneurship through the lens of music.
Rather than presenting business theory, Really Listening documents the lived experience of building a creative business independently. Each chapter begins with a song lyric that serves as the starting point for reflections on entrepreneurship, covering topics including starting before you’re ready, bootstrapping, financial uncertainty, self-belief, collaboration, creative burnout and building sustainable ventures.
As the founder of NORMVL, a multidisciplinary creative company operating across music, design, strategy and live experiences, ByLwansta draws from over a decade of building creative infrastructure independently. His journey includes establishing Your Weekly Touch Up, a weekly live music platform supporting emerging South African artists, alongside consulting and creative direction for brands and entrepreneurs.
The book arrives at a time when South Africa’s Cultural and Creative Industries Masterplan identifies the creative economy as a significant driver of employment and economic growth. Really Listening complements this broader conversation by providing a personal account of what creative entrepreneurship looks and feels like in practice.
Beyond the publication itself, the book has expanded into Really Listening: A Study in Creative Entrepreneurship, an interactive conversation series where artists, founders and creatives come together to explore entrepreneurship through discussion, music and shared experience.
Really Listening is available in paperback via bylwansta.com.
Review copies, interviews and additional media assets are available on request.