As the founder of acclaimed South African pop duo The Arrows and the so dubbed antidepressant pop project Largo, Pamela’s work has charted at #1, earned platinum certifications, and been featured on platforms like Netflix, MTV, BBC Radio 1Xtra, Peacock, ABC, including TBN’s ‘Better Together’ theme song and Dr. Phil’s Merit TV theme song.
With over 20 years of experience in the music industry, Pamela is a respected writer and keynote speaker, empowering creatives and aspiring business professionals through topics on creativity, artistry, authenticity, personality, faith, and cultural impact.
Her music is known not just for its sound, but its ability to uplift and inspire, used in everything from TV shows to youth campaigns and churches worldwide. Her life story and the challenges she has overcome is the topic of much of her narrative, seeking to inspire people to dream and live in ways that can see their dreams realized. Her deep commitment to mentorship and public influence has shaped a multifaceted career that extends far beyond the stage. Pamela has served as a guest mentor on Idols South Africa, created and taught a jazz vocal curriculum at a university level, and led multiple songwriting clinics for emerging artists and songwriters. Her story and work have been featured in prominent lifestyle magazines, and her wedding was nationally televised on the iconic South African show Top Billing.
Driven by a heart for impact, she has composed over 1,000 personalized songs for critically ill children through the Songs of Love Foundation (https://songsoflove.org/.) She’s also worked extensively amongst South Africa’s biggest celebrities with SHOUT SA, (https://shoutsa.com/) a powerful anti-crime initiative that brought her band into schools across South Africa to deliver both music and a message of hope and prevention. In addition, Pamela has written original musicals and taught at conferences and youth-focused upliftment movements, using her platform to inspire, educate, and serve the next generation.
Pamela’s own songs have been nominated for 17 awards and has won 4 South African Music Awards, including one for highest Radio Airplay. Her work has also been commissioned by some of Africa’s biggest names, including Zahara, Riky Rick, Loyiso Bala, Tresor, and iFani, winning further awards and accolades and reaching double platinum sales. She’s collaborated as a writer and performer with elite producers and artists such as Fabrice Dupont (Grammy-nominated producer for Andre 3000, Bad Bunny, Shakira, David Crosby), Tresor (co-writer and co-producer for Drake’s Grammy nominated album of 2023, Honestly, Nevermind, co-writer with Black Coffee, Tems), Randy Belculfine (producer and co-writer for MEGA streaming artist and multiple ARIA music award winner, Tones and I), Sonny Sandoval (Grammy-nominated frontman of the band P.O.D.), Bryan Lanning (YouTube Star), Alex Hitchins (Grammy winner and resident Universal Music Group producer), and various winners of Idols SA and The Voice SA.
Her songs have been handpicked by global tech giants like Universal Audio, Avid, and Puremix.net to demonstrate audio innovation and are used as educational gold standards in recording and mixing tutorials. Whether performing at the MTV Africa Music Awards, mentoring contestants on Idols SA, or producing worship albums in the U.S., Pamela's work remains rooted in excellence and driven by purpose. Her standout track In the Words of Satan, sparked a worldwide movement of fan covers and translations with over 500 independently shared remakes and versions demonstrating the spiritual and social resonance of her voice.
Pamela, of Portuguese descent, but proudly born in South Africa, immigrated to the US in 2018 under the exclusive visa designation of Alien of Extraordinary Ability and now lives in Los Angeles with her family. Some of her other business associates include Universal Music Group, Universal Music Publishing South Africa, Ultra Records (Tresor), PRMD (Jaydon Lewis collab) and Sony Music ATV.
