Melvyn Pravin Riberts, professionally known as Loobub DJ, is a South African recording artist, producer, DJ, music entrepreneur, content creator and cultural storyteller from Eldorado Park, Johannesburg. What sets him apart isn't just the music… It's the way he builds it.

Melvyn holds formal training in Music Publishing and Music Business Entrepreneurship through Music Business Lab and the University of Pretoria, alongside certifications in Music Business, DJ 101 and Digital Music Production from Soul Candi and Boston City Campus. As founder of Hit South Entertainment, he operates across music publishing, catalogue development, rights management and artist development — treating music not just as a creative output, but as a long-term commercial and creative asset.

Through Loobub DJ, Melvyn creates South African music shaped by Afrikaans, Amapiano, Kwaito and House, turning everyday experiences, local language, humour and community into songs that feel unmistakably local and travel far beyond it.

But the "modern" part of his story goes further than the booth. Melvyn is an active gaming content creator and Minecraft streamer, building a livestreaming community across Twitch, TikTok, YouTube, Facebook and Kick that blends music, gaming, conversation and South African culture into one continuous world. His creative influences — Marvel, One Piece, Avatar: The Last Airbender — show up in how he thinks about world-building, character and mythology, both in his music and his content. He's also worked as a voice-over artist, including for Spien, a South African comic and animation project.

For Melvyn, being a recording artist in 2026 means being fluent in publishing and rights, comfortable on stage and on stream, and able to move between music, gaming and pop culture without losing what makes it South African. His vision is simple: take distinctly South African experiences and build them into creative worlds that can travel from the neighbourhood to the world.