Elsubie Louwrens. From trailer park to top of the entertainment world!
And she’s empowering others to join her. With a resume that screams success, things weren’t always easy for young Elsubie Louwrens. She grew up in a trailer park in East London, with next to nothing. Her father worked a job in construction and, in the attempt to make ends meet, the family moved from site to site. She learnt early on that living in a caravan park was frowned upon, so she spent most of her time playing with imaginary friends.
But Elsubie had dreams that no one could extinguish, and she had set her eyes on the City of Gold. And little did she know that what was waiting for her was far greater and more precious than she, or anyone, could have imagined.
A true trailblazer, she’s starred in a bevy of national and international films and commercials, from Leon Schuster’s Mr. Bones 2, to the Hallmark series Wild at Heart, as well as several Bollywood films. Then there’s Binnelanders. Egoli. Scandal. She’s done international runway modelling, choreography, judging, presenting, and photographic modelling.
Her everyday hustle includes being chairperson and CEO of 33 and Me Talent Agency, producer of the largest talent convention in Africa – The International Arts Talent Showcase (IATS), as well as producer of the reality TV show Dream Factory, … and these are just a few of the titles under this force of nature’s fashionable belt.
That’s now. But then it was a different story. Soon after relocating to Joburg, Elsubie realised that breaking into the entertainment industry was extremely hard … and back then there wasn’t really anyone to guide young aspiring talent. So, she developed humility and a burning passion to serve others. She wanted to give back by giving youngsters the support she once so desperately needed.
She says: “My hope is to give to others what I never had. It is my God-given purpose.”
Teaching and uplifting the youth of the nation is the core focus for this Sandton-based CEO. Her aim … to empower the children of today to move from a poverty mindset to a prosperity mindset.
She says: “My goal is to allow aspiring South African talent easy access to international education and networking opportunities. I pride myself in taking the time to know each and every one I represent and guide them in their career path.”
The determined young lady hopes to bridge the gap between South Africa and international markets. She elevates and casts light on untapped talent in South Africa and ardently fosters and drives them towards international accolades, yielding an environment to achieve excellence in the launching of their careers.
An empowerment leader, Elsubie’s ethos is to set the hearts of the youth on fire for what they are most passionate about and to equip them with the tools necessary to bring their dreams to life. Last year, she secured over a million dollars’ worth in scholarships for talent to study in the United States.
Elsubie says: “The youth are our future. My aim is to equip, inspire and build a powerful nation of creatives. We might be a third-world country, but we have first-world potential.”
Equipped with 25 plus years in the industry, Elsubie has most certainly earned her stripes as South Africa’s premiere talent agent. She is actively involved in the fields of music, film, fashion, entertainment and media industries. She basically eats, sleeps and breathes entertainment, but most important is her desire to identify and then develop talent.
Balancing being a wife and a mother of three, her everyday life is fast-paced and on the go, but it is also filled with passion and excitement, and she wouldn’t have it any other way.
She concludes: “My passion is to give to others what I never had and in doing so I am fulfilling my purpose.”
• Text: GENEVIEVE VIEIRA. • Photographer: DANZFUSS PHOTOGRAPHY.
