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Trenton Birch

Trenton Birch

South Africa Partner - Cheeba Cannabis Academy

Trenton Birch

Trenton Birch is recognized as one of the pioneers of the South African music industry. He was a radio and TV presenter and producer at the SABC (South African Broadcasting Corporation) for 5 years, a live music producer for Real Concerts and Big Concerts and an artist manager.

He has spent the last 10 years pioneering creative media education in South Africa where he was a Director / Partner at SAE Institute. He launched the first audio degree on the African continent, built two state of the art campuses and grew SAE from 60 to 450 students in 6 years. He is the South Africa Director / Founding Member for the international music / education charity Bridges for Music, where he oversaw the build and set up of a ground breaking music and entrepreneurial campus in Langa township in Cape Town.

He recently founded Cheeba Africa, a Cannabis health and wellness company that also launched Africa’s first Cannabis Academy.
Originally from Johannesburg, he moved to London for several years where he worked for the world’s largest music promoter, Live Nation and was at the forefront of building music industry relationships with consumer brands while working at a number of high profile UK marketing agencies. He ran Carling’s (the UK’s biggest beer brand) live music account for two years and managed a number of large brand / music projects for Orange, Smirnoff, Reebok and Budweiser.
He promoted South African music in the UK through his record label Black Mango Music who were responsible for the international release of Goldfish’s first album and promoting Johnny Clegg shows. He has run music events around the world – including New York, Amsterdam, Ibiza and Malawi. 

Trenton is an accomplished DJ who plays African House / Future World styles and is also an active songwriter and vocalist. He also founded the Breathe Sunshine African Music Conference which ran for 4 years.