DJ Ms Williams is dominating the decks and passing the torch to the next generation
East London’s electro queen and music star
Born and raised in East London, Eastern Cape, Cindy Williams has emerged as a true creative visionary. As the Creative Director of Lima Events & Promotions, she has carved her path as an influential house music DJ and producer, bringing her electrifying energy and passion for electronic beats to the game.
Growing up in East London has had a profound impact on her career and life. It taught her the virtues of humility, patience, and the importance of saying no when needed. In a world where fame can come quickly and disappear just as fast, her roots have kept her grounded and focused on the long game.
Ms Williams’s DJ career kicked off in 2018, but her love affair with music started long before the turntables entered her life. It was her brother, an ardent music collector, who first ignited the spark within her. His collection, a mix of electronic and soulful house music, became her symphonic playground, from a tender age.
“I started DJ’ing in 2018 before I was doing celebrity handling, events, and promotions within the entertainment space, so I have always had a love for music, especially electronic music.”
Her list of achievements includes winning the 5FM 7 Week “Dj Challenge,” she has also appeared on SABC 1’s “The Get 2 Gether Experience,” reaching a vast audience of 20 million viewers.
Her transition from a music enthusiast to a DJ wasn’t just about playing tunes; but also about nurturing the next generation of talent. She launched the MW Deejay Academy to fill a void in the educational space. Her vision for this academy is ambitious yet inspiring – to create a hub for aspiring DJs and producers, offering opportunities for children as young as six to explore their musical passions.
“I started the academy because I felt that within the educational space, there is no sector that caters for DJ’ing. Although I am doing it at a small pace, the goal is to have a huge academy similar to AFDA but for DJ’ing and producing.”
DJ Ms Williams
She has performed at various prestigious venues, including Raddison Blu, Rick Ross Block Party and the Annual Countdown Festival. Also a pioneer in promoting underground music, a genre often overshadowed by mainstream trends.
“I know amapiano is a tough challenge, especially in South Africa as it’s trending, but underground music is nice; it just needs people to believe in it and understand it. So, the role I play is very simple: for producers, I am there to showcase their music as a female DJ inside and outside of the country. I want producers to know that they can feel comfortable with producing underground music.”
Ms Williams has shared the stage with prominent artists such as Davido, the late AKA, DJ Tira, and many others. One of her most memorable moments was performing at a Car Cave event, a venue with a backdrop of luxury supercars. The surprise appearance of Cassper Nyovest after her set made the night unforgettable.
“I didn’t know that Cassper Nyovest would perform after my set. He comes through and he goes on stage with me on the decks. That was very cool because I never thought a national artist would do that to a local artist – just jam with them while they play.”
Her journey is studded with remarkable experiences. “I also had the opportunity to interview Da Capo, who is one of my inspirations, Da Capo with Black Coffee; that entire group inspires me. Interviewed him on an online radio station, and I was able to ask him questions that I have always wanted to ask him. We had conversations about music, releasing music, and he gave me some insights.”
Additionally, she worked with Sdumo Mtshali, an actor, who booked her for one of his live sessions called ‘Process Live.’
Her path hasn’t been without its challenges. As a female DJ, she’s faced the stereotypes and biases that have persisted in the music industry. “I have faced a lot of challenges, such as being overlooked and disrespected as a female DJ. A lot of people have different opinions about female DJs. Some are saying female DJs cannot DJ, and you get to a venue, and people are already looking at you like ‘Ugh, it’s another female DJ.'”
“Honestly for me, it is, why can’t they hear you first before they judge you? Our male fellow DJs are also disrespectful towards us female DJs, and the people who book us want to date us. It’s a lot!”
Her advice to fellow DJs is simple: stay focused on your goals, be patient, and learn to say no when necessary. Success in the music industry requires resilience and unwavering determination.
“To make it in this business, you need to have patience, know how to sell and package yourself and know when to party and when to stop partying because if you do not know when to stop partying, then you will never know when it is time to work. And when I say patience it is because being patient is the number one rule. It is the one thing that frustrates a lot of people. So, if you are not patient, you will end up being frustrated and you will end up making the wrong decisions.”
As a musician, the business side is equally important. “Business-wise, you need to know how to run your business, which is something a lot of artists struggle with. As an artist, you are the business. You need to open a bank account and know what you are doing.”
She’s recently signed with a label company production, and exciting projects are in the pipeline. While she can’t reveal all the details just yet, she promises that Afrohouse is on the verge of an exciting transformation, making waves that will reverberate throughout the genre.
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