Official Biography

The Man Behind the Music

Edward “Self” Hinson is not a man who was handed anything. Born and raised in Southside Jamaica, Queens, New York — one of hip hop’s most legendary breeding grounds — Self forged his identity, his sound, and his legacy entirely on his own terms. No shortcuts. No co-signs from the comfortable. Just raw talent, unshakable discipline, and the kind of hunger that only comes from knowing what it means to have nothing.

Over the course of more than three decades, Self has built a body of work that spans Grammy nominations, platinum records, film direction, radio production, entrepreneurship, and mentorship. He has worked alongside hip hop royalty — DMX, Jay-Z, LL Cool J, Cam’ron, Method Man, Onyx, Busta Rhymes, Ja Rule, DJ Clue, and many more — and has done so not as a passenger, but as a builder, an architect of sound who helped define the era.

Today, Super Producer Self operates at the center of an independent music empire through ELPD Productions Inc., which he founded in 2013. He produces beats, directs films, runs a radio show on Eminem’s Shade 45 Sirius XM platform, consults with artists at every stage of their careers, and continues to release music and content that reflects the hard-won wisdom of a man who has survived and thrived through every version of the music industry.

His story is not just about music. It is about resilience, reinvention, and refusing to let circumstances define your ceiling. Self is the living proof that with enough grit, vision, and consistency, an independent artist from Queens can build something that lasts — something platinum.

Recognition & Legacy

Grammy Nomination & Platinum Discography

Beyond the Studio

Film, Television & Philosophy

Film Direction

Self’s creative vision has never been limited to the recording studio. As a film director, he has brought that same cinematic instinct to the screen with “The Third Wish,” a full feature film now available on Amazon Prime Video. The film is an extension of Self’s storytelling philosophy — the belief that the most powerful art makes you feel something real. With an IMDb listing and global distribution through one of the world’s largest streaming platforms, Self has established himself as a filmmaker with both the craft and the reach to be taken seriously.

His direction of music videos — including AI-generated productions for independent artists — extends that filmmaking sensibility into the digital era, combining the visual language of traditional video production with the cutting-edge possibilities of artificial intelligence. Self was producing AI music videos before most producers even knew the tools existed.

Television & Radio — Shade 45, Sirius XM

As the Executive Producer of The Wknd Work Show on Shade 45 — Eminem’s official channel on Sirius XM — Super Producer Self commands an audience of millions every week. The show is not just a radio program; it is a platform that gives independent artists real exposure on one of the most prestigious channels in hip hop. Self uses that platform intentionally, featuring artists who deserve to be heard and conversations that matter to the culture.

The Shade 45 connection is one of the most significant validations of Self’s standing in the industry. When Eminem’s channel trusts you to produce their content, the industry takes note. Self has held that position with the same seriousness and professionalism that he brings to everything he touches.

Philosophy

At the core of everything Super Producer Self does is a philosophy built on three pillars: authenticity, independence, and legacy. He believes that the most powerful thing an artist can do is control their own narrative — their sound, their brand, their business, their story. He has lived that belief for over 30 years, and he teaches it to every artist he works with.

Self does not believe in shortcuts, but he does believe in systems. He has spent decades building the knowledge base that allows him to give artists a genuine roadmap — not generic advice, not recycled motivational content, but specific, hard-won, field-tested strategy built from real experience at the highest levels of the industry.

His consulting work is an extension of that philosophy. Whether he is working with a first-year independent artist or a 20-year veteran who has lost their footing in the new landscape, Self brings the same commitment: to be honest, to be specific, and to give people the truth they need to move forward.