about us
The First Decan specializes in strategic alignment and amplification for artists and entertainment brands primarily within African Electronic Dance Music, and is born from the understanding that authentic growth comes from clarity of purpose and genuine cultural connection.
​The African Electronic Dance Music industry is enigmatic. Everyone has an idea or blueprint for success and the convention for artists is often for them to fit a mold that wasn't designed for them. There's constant conversation on "what works" without explanation on why it might work - or more importantly, why it might not.
The First Decan helps you carve your path with strategy tailored to you and your unique essence. Our role is to show you the way and amplify your essence to help you scale.
Our approach honors the astrological principle of the first decan: the clarifying lens through which energy is amplified. Simply as it is.
We help you identify your core direction and amplify it strategically.
about the founder
Thandie Shirū Gitau
Founder & Afrohouse DJ
The First Decan is rooted in the need within electronic music to balance sustainable business and authentic craftmanship. Throughout her own journey as a DJ, brand strategist and electronic music fan, our founder became embedded within the South African music culture and experienced first hand the gaps between curated experience and artistry with sustainability.
In searching for a way to guarantee her own success as an artist within afrohouse, all roads led back to brand strategy - and through the definition of her own offering to the scene, the cryptic puzzle of success began to solve itself.
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As a founder, Thandie brings first hand experience in both crafting strategies for brands as well as solving pain points unique to artists in a culturally sound way, with empathy for the artist journey forming the core of all of the consultation's offerings.
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