Tosca Musk (born 20 July 1974) is a South African filmmaker. She is an executive producer and director of feature films, television programs, and web content. Her work includes K. Bromberg's Driven, Rachel van Dyken's Matchmaker's Playbook, and her web series, Tiki Bar TV.[2][3] Tosca is the younger sister of Elon Musk and Kimbal Musk, and daughter of Errol Musk and Maye Musk.[4] She co-founded the streaming service Passionflix.

Tosca Musk
Musk in 2019
Born (1974-07-20) 20 July 1974 (age 49)
Pretoria, Transvaal, South Africa
CitizenshipSouth Africa, Canada, United States[1]
OccupationFounder of Passionflix

Early life and education


Musk was born in South Africa and grew up in Johannesburg with her two older brothers: Kimbal and Elon.[5] In 1979, her parents, Errol and Maye Musk, divorced. In 1981, Elon moved to live with his father; four years later, Kimbal did so as well.[6] After graduating from high school, Elon moved to Canada; six months later, in 1989, Maye also moved to Canada with Tosca.[7]

Tosca Musk graduated from the University of British Columbia[8] with a BFA degree in film studies in 1997.[5]



Musk produced and directed her first feature film, Puzzled, in 2001 with Musk Entertainment.[9][10] Elon Musk was the film's executive producer. Soon thereafter, Musk produced the feature film, The Truth About Miranda, since followed by over a dozen features, television movies and series, including the teen horror film, Cruel World, the UK feature, The Heavy and the television drama, We Have Your Husband. In 2011, Musk produced three more television movies which aired on Lifetime and Hallmark in early 2012.

In 2005, Tosca Musk partnered with Jeff Macpherson to produce the web series, Tiki Bar TV. That same year, during the Macworld 2005 Keynote presentation (which introduced the iPod with Video) Steve Jobs showcased Tiki Bar TV to the audience as an example of a video podcast (a relatively new media format at the time) which could be loaded to the new video iPod using Apple's iTunes software.[11]

Tiki Bar TV has been featured in Wired magazine,[12] as well as in other media outlets.[13][14][15] In July 2006, the show was featured in a profile on Jeff Macpherson in Forbes magazine's Celebrity 100 Issue as "one of the first breakout stars in the world of Internet television"[citation needed].

Musk is the CEO and co-founder of the OTT streaming platform Passionflix, which The New York Times describes as "sexy Hallmark Channel."[16] Developed in 2017 with writer Joany Kane and producer Jina Panebianco, Passionflix makes movies out of romance novels. As of 2022, it charges customers $6 per month for its service and it had raised $22 million in funding.[16] Tosca has directed several feature films for the platform including Alessandra Torre's Hollywood Dirt, Sylvia Day's Afterburn/Aftershock, Rachel van Dyken's The Matchmaker's Playbook, K. Bromberg's Driven, Jodi Ellen Malpas' The Protector, and Sylvain Reynard's Gabriel's Inferno series.[17][18][19][20]

Awards and recognition

Year Movie Category Result
2007 Simple Things Governor's Golden Appy Award [21] Won
Slate Award [22] Won
IFFF 'Spirit' Award [23] Won


  1. ^ @ToscaMusk (22 June 2020). "Today, I became a US citizen! I'm honored to be an immigrant turned citizen. Grateful to all the opportunities this…" (Tweet) – via Twitter.
  2. ^ "Meet Elon Musk's Rather Impressive Family".
  3. ^ Kee, Tameka (19 May 2009). " - Tiki Bar TV Tests The Pay-To-Watch Webisode Model". The Washington Post.
  4. ^ "Model Maye Musk On Defying The Odds And Her Influence On Elon".
  5. ^ a b Lieberman, Hallie (11 June 2020). "The Musk of Romance". Wired. ISSN 1059-1028. Retrieved 12 June 2020.
  6. ^ Laura M. Holson (30 April 2016). "At 68, Maye Musk, the Mother of Elon, Is Reclaiming the Spotlight". The New York Times. Retrieved 2 May 2016.
  7. ^ Kirsten Fleming (2 May 2016). "Elon Musk's model mom will have to wait for her Model 3". New York Post. Retrieved 2 May 2016.
  8. ^ Murray, Billy (20 November 2015). "The Untold Story of Tosca Musk and the Rise of Internet Television". Resource Magazine. Retrieved 1 August 2016.
  9. ^ "Puzzled (2001)". IMDb. Retrieved 23 December 2012. [unreliable source?]
  10. ^ "Tosca Musk: Producer/Founder". Musk Entertainment. Retrieved 23 December 2012.
  11. ^ "Macworld 2005 Keynote presentation". Apple Inc. Archived from the original on 25 March 2009. Retrieved 23 December 2012.
  12. ^ Blum, Matt. "Top 9 Ways to Celebrate Middle-Earth Day (GeekDad Wayback Machine)". Wired. Retrieved 23 December 2012.
  13. ^ "Doctor! I need a triple". 30 January 2006. Archived from the original on 5 August 2012. Retrieved 23 December 2012.
  14. ^ Heather Green (23 January 2006). "Is the Web the New Hollywood?". Bloomberg Business Week. Archived from the original on 7 September 2012. Retrieved 23 December 2012.
  15. ^ Scott Woolley (3 July 2006). "Who Needs a Network?". Forbes. Archived from the original on 22 August 2006. Retrieved 23 December 2012.
  16. ^ a b Barnes, Brooks (2 June 2022). "Forget Twitter. This Musk Is Into 'Toe Curling Yumminess.'". The New York Times. ISSN 0362-4331. Retrieved 25 August 2022.
  17. ^ "Tosca Musk raises $4.75M for Passionflix, a streaming service that's all about romance – TechCrunch". 2 November 2017. Retrieved 20 April 2018.
  18. ^ "PassionFlix Is A Female-Led Streaming Service That Brings Romance Novels To The Small Screen". bustle.
  19. ^ "Tosca Musk Launches Streaming Service That Celebrates The Female Gaze - Tubefilter". Tubefilter. 1 February 2018. Retrieved 20 April 2018.
  20. ^ "The Musk of Romance". Wired – via
  21. ^ "Awards". international movie data base. [unreliable source?]
  22. ^ "California Independent Film Festival". caindiefest.
  23. ^ "Past Awards". iffilmfest.