This is just the beginning – Ms Gideon on Sony deal

Namibian songstress Panduleni Gideon, known as Ms Gideon, says her signing with Sony Music Africa is a “calling unfolding”.

The singer spoke to The Namibian this week in her first interview since the deal was announced.

“I was blessed to be discovered by ERA Music Group, who invited me to a writing camp in Johannesburg,” she said. “That experience really shaped a lot of what I’m creating now. We connected immediately, and soon after, I officially joined the team.”

According to the rising star, it was ERA that opened the door to Sony Music Africa.

“ERA then introduced me to Sony, believing they would understand my vision and help us take it further. I’m truly grateful for this chance to partner with a major label and to see how this can help my music reach more people across Africa and beyond,” said Ms Gideon.

The deal, she says, is a recording agreement between the three parties.

“This is not just a recording deal, which means they will be handling all the distribution of my upcoming music releases and other related projects, which I’m really looking forward to,” added Ms Gideon.

While the news is still fresh, Ms Gideon revealed that the work has already started.

“We already have some music ready to go, but I’m constantly creating new material as a complement. What excites me most about this next chapter is the opportunity to collaborate with other artists and producers through the label and grow together creatively,” said Ms Gideon.

She said the partnership is about growth and elevating her music career.

“As of now, this partnership is already helping me evolve as an artist. Having new structures and creative teams around me has allowed my ideas to flow more freely and come to life in new ways.”

Ms Gideon added that both Sony and ERA have built a strong support system that encourages her to stay authentic while pushing boundaries.

“The goal is to take my sound further across Africa and the world – and that’s something I’m really excited about,” she said.

“I think as Namibian artists, we often have to work a little harder to be seen by the big record labels, and sometimes people make assumptions about what kind of music we can make. But there’s so much talent at home,” she said.

Her advice to local emerging creatives is to use social media to their advantage, as it is the primary tool for global discovery.

Ms Gideon said she remains grounded and motivated, as many Namibians look up to her for inspiration.

“My message is simple: work hard, stay consistent and never lose your identity. Don’t change your sound to please others; believe in it, nurture it and let it grow naturally.”

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