Morena Sway in landmark brand deal

In a significant milestone for Africa’s growing creator economy, award-winning musician Morena Sway has officially signed a brand partnership with NALAR, a new African-owned digital content platform, alongside celebrated gospel artist and preacher Apostle Praise Peterson.

The signing ceremony that took place at NALAR offices at Executive Floor in Maseru marked the official launch of NALAR’s Music and Spirituality category, positioning the platform as a game-changer for African musicians, faith leaders, and content creators seeking fair monetisation and safe digital spaces.

Speaking at the event, the founder of NALAR, a former beauty queen, Miss Vodacom PC FM 2008, Miss Earth Lesotho 2011 come prominent business analyst, Rorisang Motlomeng, described the moment as more than a contract signing, it was the beginning of a new era where African creators can own their audiences, monetise sustainably, and tell their stories on their own terms.

NALAR was born out of the challenges faced by African creators on global digital platforms. While the content creation economy has transformed lives globally, many African creators, particularly in Southern Africa, have struggled to earn meaningful income due to unfavourable algorithms, geographic limitations, and low revenue shares.

“NALAR comes from the Sesotho word nala, meaning prosperity,” the platform’s leadership explained.

“Our vision is to build a digital ecosystem where Africans can create, educate, inspire, and earn sustainably.”

Unlike traditional platforms, NALA is designed specifically with African creators in mind, ensuring they are not left with “thin slices of the pie” despite generating high engagement.

For Morena Sway, one of Lesotho’s most respected musicians, the decision to sign with NALA was driven by two key factors: fair monetisation and brand alignment.

“One of the biggest struggles for musicians is that we create a lot of content that ends up going to waste,” he said.

“We invest heavily in our art, but monetisation remains a major challenge, especially when location limits your earning potential.”

He added that NALAR’s clean, values-driven approach resonated strongly with his personal brand.

“I’ve been intentional about building a clean brand. It’s not easy to push that kind of content on platforms that aren’t necessarily clean themselves. With NALAR, I know my audience is coming intentionally for my music, not just stumbling across it. That changes everything.”

Morena Sway also expressed excitement about hosting concerts on the platform, making his music accessible to fans who may not be able to attend live shows physically.

“This creates opportunities for families to enjoy music from the comfort of their homes. That’s powerful.”

Joining Morena Sway in signing with NALAR was Apostle Praise Peterson, a veteran gospel musician and preacher with over 20 years of experience in the industry.

He described NALAR as “revolutionary,” particularly for young creators and faith-based content producers.

“We are in a season where many young people want to make a living from content creation but don’t know how,” he said.

“NALAR offers something rare, ownership, clarity, and direct connection with your audience.”

Apostle Peterson highlighted how mainstream platforms often come with hidden restrictions that creators only discover later.

“What excites me is the ability to create content for a specific audience, people who actually want the message. I don’t have to dilute the message or worry about misinterpretation.”

He believes NALAR could spark a transformation similar to what has been seen in the United States, where content creation has become a full-fledged industry supporting families and communities.

How monetisation works on NALAR

NALAR’s founder also unpacked the platform’s monetisation model, which includes:

1. Advertising revenue sharing, where creators earn based on content performance.
2. Fan-supported premium content, allowing creators to place content behind a paywall using a credit-based system.
3. Partnerships with telecom companies to introduce dedicated NALAR data bundles, with revenue shared directly with creators.

In addition, NALAR prides itself on being a 100 perfect safe platform, with vetted creators and clearly defined content categories, including music and spirituality.

The signing of Morena Sway and Apostle Praise Peterson is symbolic of NALAR’s broader ambition, to take African talent to the world while keeping ownership within the continent.

As the ceremony concluded with the official signing of contracts, it was clear that this was not just a launch, but a statement: Africa’s creators are ready to prosper on platforms built for them.

With Morena Sway’s influence in contemporary music and Apostle Praise Peterson’s reach in faith and gospel communities, NALAR’s Music and Spirituality category launches with credibility, vision, and continental impact.

Chris Theko

A Professional Communications practitioner with a wealth of expertise in marketing, public speaking, communication and media relations. I believe in learning everyday and improving one’s personal and professional capabilities.

* A former journalist and radio host who is passionate about media and it’s impact on society.