Pheello Mosesi
Local rapper Mo-Nitta believes that cracking and penetrating the global market is the best route artists can take to pave their way to a successful musical career.
Born Letlotlo Elliot Ntšo Leluma, the Maseru-based Mafeteng rapper carries 19 years of experience in the music industry.
“I am a singer, songwriter, and hip-hop recording artist who fuses hard-core and mainstream rap bars with R&B and G-funk-oriented hooks,” he introduces himself.
Unlike many local artists who rely heavily on gig bookings as their primary source of income, Mo-Nitta has managed to establish a steady and prosperous income stream through his company, Mo-Nitta International Pty Ltd.
“Mo-Nitta International is a music business consultancy that offers full record label services, pending ongoing seed funding negotiations. We currently offer music distribution and publishing administration through The Orchard (Sony) and have delivered online distribution to numerous local artists, including Omali Themba and Yemba Shungu. Our artists’ music catalog is registered with collection management organizations globally and made available for consumption through distribution,” Mo-Nitta explains.
Mo-Nitta’s interest in penetrating the global market and involving other artists was sparked nearly a decade ago in 2015. “My profile was discovered online in late 2015 by the International Songwriting Competition in Nashville, Tennessee, USA. That peek into a whole new world opened my eyes to what was missing for our country to build a sustainable industry,” he says.
He emphasises the lack of artists registering their music on promotional platforms, which he argues hinders their ability to gain global exposure.
“Technology has broken the barriers of language, and cultures are interconnecting. The global distribution and promotion of music are responsible for this shift. The reception of local music is global, but the difference lies in the marketing budget and geographical targeting of each release. You could achieve greater success by geo-targeting a single country rather than the entire world,” he says.
Mo-Nitta decided to venture into music business consulting, leveraging the network he built over the years. However, he acknowledges that it took years of learning through trial and error to reach a point of confidence in running a business.
“It has not been easy, but the possibilities are endless if you take the time to understand the ins and outs of the industry,” he adds.
“All it takes is a pitch to sell our business model and vision for the future. We have been fortunate to have a roster of artists who share our vision and have entrusted us with the exclusive administration of their artistic works. This pitch has been consistent with every artist we’ve distributed, which now numbers over 50,” says Mo-Nitta.
The company currently hosts artists from Lesotho, South Africa, Botswana, and Nigeria.
Despite his deep involvement in the business, Mo-Nitta’s passion for music creation remains strong. He fondly recalls the days when his music played on LTV, which he admits helped create significant traction for his work.
“Oh my, the Urban Jamz days were pivotal in showing us how far we could go. I am grateful to LTV for that program,” he says with excitement.
Mo-Nitta is set to release a five-track EP entitled ‘The Re-Up’, a collaboration between Mo-Nitta International and Musik and Film Records in the United States.
The release is scheduled for July 4, this year, coinciding with Independence Day in the United States. However, contingency plans are in place should there be any delays.
“If there is a postponement of the entire project, we plan to release at least a radio record during Independence week,” he indicates.
This EP, his first, follows his previous project, an album released in 2017 and redistributed via Sony in 2022. The new EP features solo acts from Mo-Nitta, with only one song, ‘Ha Re Ts’oane,’ featuring Moddaw and produced by Nejah, as a collaborative project.
