By Tokiso TKay Nthebe
In my previous piece, Finding My Voice Again, I reflected on my personal journey—stepping away from the stage and what it meant to return with clarity and confidence.But that experience didn’t just reconnect me with myself. It forced me to confront a bigger question:
What does it really mean to build a creative career in Lesotho?
The Reality Behind the Talent
There is no shortage of creativity in this country. Every day, young people are producing content—on video, audio, and social platforms—that is thoughtful, engaging, and culturally relevant. And yet, many of them are not earning from it.
Not because they lack skill.
Not because they lack consistency.
But because the system is not fully built to support them.
Platforms like YouTube, TikTok, and Meta are not fully monetised in Lesotho.
So while creators can build audiences, they struggle to turn that into sustainable income.
This Is Not a Talent Problem
It’s an ecosystem gap. We are operating in a space where:
- youth unemployment remains high
- marketing budgets still favour traditional media
- many SMEs undervalue digital storytelling
- and the creator economy is still misunderstood
And yet, creators continue to show up. With no budgets. No guarantees. Just belief.
That alone should tell us something: there is value here.
The Missed Opportunity for Brands
Globally, brands are shifting. They are moving away from traditional, one-directional advertising towards storytelling, community, and trust. Podcasting, for example, has become one of the most powerful tools for connection. It allows brands to engage audiences in a more authentic and meaningful way.
Across Africa, in markets like South Africa, Kenya, and Nigeria, brands are already:
- collaborating with creators
- sponsoring content
- investing in digital-first campaigns
But in Lesotho, this shift is still slow. And that presents an opportunity.
What Forward-Thinking Brands Can Do
This is not about spending more. It’s about spending smarter.
Brands can begin by:
a) Partnering with creators
Not just for visibility—but for storytelling that resonates.
b) Investing in podcasts and digital platforms
To reach engaged, niche audiences.
c) Building long-term collaborations
Instead of one-off campaigns.
d) Working with MSMEs through creators
To create authentic, community-driven marketing. Because creators are not just content producers. They are bridges to audiences.
Creators Must Also Evolve
While we push for platform monetisation (#LesothoMustBeMonetised), we cannot rely on that alone. Creators must start thinking differently. Not just as creatives, but as businesses.
This means:
- offering services to brands
- building strong personal brands
- creating products and experiences
- monetising beyond platforms
This is the work we’ve been doing through workshops across Maseru, Leribe, and Mafeteng, and through initiatives like the Content to Cash Flow Masterclass.
The Often-Ignored Piece: Financial Discipline
Through my work in financial wellness, one thing is clear: Talent without structure doesn’t last. For creatives to build sustainable careers, they must:
- manage their finances intentionally
- separate personal and business income
- reinvest in their growth
- think long-term
Because making money is one thing.
Building a career from it—that’s different.
Why Platforms Like The Open Korner Matter
Through The Open Korner Podcast, I’ve been intentional about creating space for these conversations. Because the truth is: we don’t just need more creators.
We need:
- more thinkers
- more builders
- more honest conversations about growth
This is how ecosystems evolve.
A Call to Action
If we are serious about building a creator economy in Lesotho:
Creators must keep building and refining.
Brands must start investing and partnering intentionally.
Policymakers must unlock pathways for monetisation
