Company Leadership
Leadership Team
Edward “Self” Hinson
Founder & Chief Executive Officer
Edward “Self” Hinson is a Grammy-nominated record producer with more than 30 years in the music business and over 50 million records sold worldwide. Raised in Southside Jamaica, Queens, with roots in Shreveport, Louisiana, he earned his Grammy nomination at the 46th Annual Grammy Awards (2004) for producing Cam’ron featuring Juelz Santana’s “Dipset (Santana’s Town).”
Across a catalog of more than 25 platinum records, Self produced “What’s My Name” for DMX (co-produced with Irv Gotti), and his production credits include Jay-Z, LL Cool J, Method Man, Onyx, Busta Rhymes, and Ja Rule.
In 2013, Self founded ELPD Productions Inc., building the company across production, management, consulting, education, and digital. He serves as Executive Producer of The Wknd Work Show on Shade 45 (Sirius XM) and directed the film “The Third Wish” (Amazon Prime). As Founder & CEO, he sets the creative and business direction for the company across all of its properties and intellectual property.
For production, consulting, speaking, and booking inquiries — Lailoni Garrett runs point. Reach her via the booking line.
Lailoni Garrett
Executive General Manager
Lailoni Garrett is a creative professional, independent music producer, and singer-songwriter with a background in client engagement, communication, and relationship building. Combining her understanding of the music industry with a passion for connecting people to the right opportunities, Lailoni works to ensure prospective clients feel heard, supported, and connected with the services that best align with their goals.
She brings a willingness to learn and a relationship-first mindset to General Management, business development, lead engagement, and appointment coordination for the Self team at ELPD.
Lailoni serves as General Manager over SSTV (The Service Station TV) and ELPD Digital — overseeing day-to-day operations, content, and growth across the company’s digital properties and intellectual property.
Lailoni is the point of contact for ELPD Productions — all booking and business inquiries go through her. Call or text 251-616-1598, or reach her via the booking line.
