Vaughn Thiel


Vaughn Thiel is a prominent record label executive and multi-disciplinary creative based in Johannesburg, South Africa.

Born in the Free State and primarily raised in Pretoria, Vaughn’s keen sense for creativity was first aroused through hip hop culture in his preteen years, during which the works of artists including Eminem, Lil Wayne and 50 Cent profoundly influenced his world view.

After studying marketing and holding a pair of senior positions in agencies, Thiel founded creative agency CO4LITION, through which he concentualized, strategised and executed national campaigns for and alongside some of the most prominent brands in their respective industries over a five-year span. These include NAMPAK, DAY Water and Rocking the Daisies, to name a few.

In 2015, Thiel co-founded independent record label Eagle Entertainment, where he assumed a record label executive position. In only three years Eagle Entertainment became SAMA winners, completed a European tour alongside J. Cole’s Dreamville, achieved goals and platinum selling records and amassed global critical acclaim and boasted a cozy collection of the most exciting emerging artists and producers on the African continent.

It was also during this period that Thiel would begin to explore his knack for directing visuals, most notably seen today in South African icon Busiswa’s award-winning Unbreakable Stories documentary and a slew of music videos to date.

In 2020 Thiel joined STEYN Entertainment and assisted in founding STAY LOW – a global South African-based independent record label and management company motivated by its plight to empower exceptional independent artistry and redefine the position of Africa with respect to the music industry. The STAY LOW roster currently boasts a diverse and impressive roster of talents across various disciplines including Bontle Modiselle Moloi, lordkez, Mars Baby, Zulu Mecca, Herc Cut the Lights, Wichi1080, Shooter Khumz, visual artist Tumi Khalipha, acclaimed chef Katlego Mlambo and partnerships strategic partnerships with Priddy Ugly’s Global African Stream record label, as well as producer/artist Zoocci Coke Dope’s PiFF AUDIO record label.

Vaughn continues to be instrumental in artist development on the continent, while cultivating his passion for directing visuals and managing the careers of artists and clients.


ZASouth Africa
In operation since: 
Profile added by Claire Metais on 10 Oct 2021