Tanki Kotelo
From side hustles to the mainstream, the creative community in Lesotho has grown by leaps and bounds within the last few years, with the emergence of COVID-19 adding to the peak as content creation became one of the popular trends for people to showcase their talents. Today, we see these inspiring individuals who have set off to do what they love, thriving in an industry notorious for being in a poor state financially.
From ancient traditional music, intricate beadwork, and classical literature, Basotho creators have woven a rich cultural narrative that continues to captivate and resonate, with the youngsters taking the baton to create more modern fashion, film, musical, and digital showcases.
Usually referred to as the creator economy, this growing group of creatives comprises digital content creators, artists, freelancers, and entrepreneurs whose livelihood is earned through creating engaging content and monetising their work by leveraging digital platforms such as social media, podcasts, and blogs. Since this community is without the traditional gatekeeping of formal institutions such as publishers and record labels, there is a high likelihood that it will grow exponentially in the coming years as digital technologies advance. All while stimulating innovation, promoting job creation, creativity, and economic growth.
As Lesotho celebrates 200 years—the bicentennial anniversary since the founding of the Mountain Kingdom— and, as we converge to converse around themes of birth, reflection, and revival, a crucial perspective has risen. How can the creators and innovators preserve history, and how can their works serve as a tool for expressing identity and culture, celebrating unity and national pride, and showcasing Basotho’s distinctiveness, both locally and on a global stage? As part of this very community of innovators, we unpack some of the possible ways this can be actualised.
Merging contemporary art with the digital world can be an innovative way of packaging our history. For instance, converging web developers, illustrative artists, 3D specialists, writers, performers, and gamers to design a virtual 3D technology museum or an art exhibition as a new way to attend the bicentennial gatherings throughout the year. Imagine seeing Basotho historical texts, images, and artefacts come to life, and attendees, whether from Qacha’s Nek or Japan, getting the feel that they are physically present. Now, imagine partaking in interactions and discourses around the same artistic showcases happening through live chat rooms and webinars. Through this, networking and collaboration would be an immediate undertaking, making the world a literal global village.
Another gap of opportunity is the yearning for universal storylines related to local contexts, which have been inspired by the COVID-19 pandemic, and platforms like Netflix, where global audiences crave authentic and real-time stories from other cultures. This has opened the door to the rise of social media influencers, who can now easily promote Basotho brands such as clothing, crafts, and jewellery, as well as creative products like music, film, and podcasts to global success.
Lesotho’s creative economy can also exploit the power of collaboration to reawaken its communities and adapt them into digital storytelling hubs. With the support of the government, ordinary community halls can be repurposed into creative think tanks, innovation parks, and cultural domains where youth and historians can share their heritage and perspectives with wider audiences—local and global. Additionally, community members can be trained to produce digital media content, thus keeping archives of Basotho traditions and customs. An initiative that has the potential to not only boost tourism, attract foreign investment, and bolster property value, but also bolster Lesotho’s local economy.
So as we reflect, marvel, and celebrate the undoubtedly astute legacy of King Moshoeshoe 1, let us also celebrate the impact of the Basotho creatives, whose pioneering innovations not only have the potential to strengthen social cohesion within our communities but also to enhance the understanding and respect of our illustrious culture on global platforms. In commemorating our notable past, honouring our booming present, and anticipating a future filled with possibilities, we say to Basotho creators, may your resilience, creativity, and endurance—a nexus of inspiration across the last 200 years—see you through once more for 200 years more. We see you, we celebrate you!
Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls
