Maranata Tegegne is the Creative Directing Ethiopia’s Artistic Future

The label’s biggest artist to date is Kassmasse, who became its first signee after Tegegne discovered him. His breakout EP, Maleda, was a pivotal moment in Ethiopian music, catapulting him to stardom. He has been credited with revolutionizing Ethiopian hip-hop by merging the classic sounds of the country’s golden era of the ‘60s and ‘70s with modern beats, while remaining true to the traditional Amharic language in his lyrics. In 2023, Kassmasse won Best East African Male Artist at the AFRIMA AWARDS.

Alongside Kassmasse, the label has brought to the forefront other groundbreaking artists such asLaeke, Jemberu, Uno, Wegdayit and Dagmawit Ameha, each contributing their distinct style. Indeed, Meedo Records stands out not only as one of the few independent labels in Ethiopia, but also as the only one offering 360-degree label support — brand development, marketing and promotion — to its artists. This level of investment in artists is unusual, making Meedo Records’ work a significant achievement in a country where traditional record labels have yet to fully develop.

It’s no surprise that Tegegne is the visionary behind Meedo Records. His influence in the music industry extends beyond managing artists. An accomplished videographer and creative director, he plays a hands-on role in creatively directing the artists’ brands and crafting their visual narratives. Tegegne’s talent for visual storytelling earned him an AFRIMA nomination for Best African Video as the director of Kassmasse's “Sewasew” video.

“There has never really been an established record label based in Ethiopia that operates like a genuine record label,” Tegegne says. “But at the same time, Ethiopia is a very tricky market. Ethiopian people are kind of hard to figure out in terms of psyche.”

A creative ‘shape-shifta’

Initially interested in film-making, Tegegne’s career began in the advertising world, where he quickly made a name for himself as a director and creative mind. “I got my first gig as a director for an agency back in 2012, and that’s where I honed my talent,” he recalls. His work in advertising allowed him to develop his skills in creative problem-solving, but as he moved into the music industry, he found a different kind of satisfaction. “Working with an artist is about building a deeper message, and representing their brand in a meaningful way,” he explains, contrasting it with the client-driven work of advertising.

Yet, Tegegne’s journey to success transcends any single medium — his artistic vision flows through everything he touches, from music and film to advertising and hospitality. The uniting factor with each endeavor is his ability to create new spaces for expression, fostering collaboration and offering a platform for other creatives to thrive and grow alongside him.

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“We became like a culture hub,” Tegegne says. “It became popular really quickly, because it was super different. There was nothing like our restaurant, to be honest, because of the food and the vibe.”

The restaurant’s menu included items like grilled jerk tofu and black bean and kale stew. And it also commercially produced Tella, a traditional home-brewed beer that typically spoils too quickly for commercial sale. Traditionally, Tella is only brewed for major holidays and events in Ethiopian households, making its availability at Shifta a novelty.

However, the challenges of running a restaurant in Ethiopia’s unpredictable economic climate eventually forced Tegegne and his wife to close the business in December 2023. “The announcement came as a shock to the loyal patrons who considered Shifta not merely a restaurant but a second home,” a local blog wrote of the closing.

Tegegne cited issues with rent, suppliers, and the country’s political instability as some of the reasons behind the closing. But he remains proud of the role the restaurant played in promoting the city’s creative scene. “I like to think we had a hand in the current culture,” he reflects. And although the Shifta announced that it is “taking a break” until it finds “another location that fits our brand,” it is still collaborating with creatives and creative outlets – like The Lab – to host events and keep the culture thriving.

Raising Ethiopia’s creative bar

Tegegne credits his creative inspiration to his childhood, when his father, a video store owner, exposed him to a wide variety of films and music. “I grew up watching a ton of movies and music videos [from all over the world], and I was always fascinated with doing something that reached the same standard as what I saw,” he says. “I never found it in the Ethiopian market. The music, the movies, the commercials… It was always poor quality.”

He aims to deliver that high level of quality across all his work, from commercials like his recent Safaricom telecom campaign, to the creative direction he brings to larger projects.

This year, he's eager to refocus on his true passion — filmmaking — and plans to work on a short film, with hopes of pursuing even more. “I'm a filmmaker at heart,” he shares. “I’ve always been fascinated by film, and from the beginning, all I wanted was to become a director.”