Siyabonga Mhlungu, Sway Digital Founder Interview

In a world where digital storytelling and innovative marketing drive brand success, Siyabonga Mhlungu stands at the forefront as the founder of Sway Digital, a dynamic agency redefining how brands connect with audiences. Siyabonga’s journey began with a passion for creativity and innovation, fueled by early collaborations with South Africa’s biggest music stars like Cassper Nyovest and Nasty C. His ability to merge bold creativity with data-driven strategy has earned Sway Digital a reputation for crafting memorable, high-impact campaigns that resonate across cultures and continents.

In this interview, Siyabonga’s Mhlungu reflects on the inspirations and lessons that shaped his entrepreneurial path, shares insights on navigating challenges, and reveals how his vision to take Africa to the world and bring the world to Africa is transforming global marketing. From breaking into the South African market with American artist DAX to leveraging cutting-edge technology for fan engagement, Siyabonga’s story is one of resilience, innovation, and boundary-breaking ambition. Read on as he offers invaluable advice for young entrepreneurs, delves into the power of influencer marketing, and unveils what’s next for Sway Digital.

What inspired you to start Sway Digital, and how did your passion for creativity and innovation shape its beginnings?

I was fortunate to grow up in a God-fearing family, which led to my involvement in the church at a very young age. In 2011, at the age of 17, I began serving in the church’s media division, where I was responsible for content production and editing. This experience nurtured my passion for technology and creativity. Over time, I took on larger responsibilities, managing production for youth camps across the SADC region. This role also led me to become a youth leader, serving teenagers from all over the continent.

By the grace of God, I had the opportunity to travel and work in the USA, where I collaborated with forward-thinking institutions. This experience broadened my perspective and opened my eyes to the limitless possibilities the world had to offer—contrasting sharply with the limited worldview I had while growing up in South Africa. At that time, social media was still in its infancy, and technology in South Africa was years behind what I experienced in the USA. There, I saw public high-speed internet being widely available, Netflix already thriving in 2013, and Spotify transforming how people accessed music, moving away from pirated downloads shared via Bluetooth. These advancements helped me understand the direction the world was heading—it was only a matter of time before Africa caught on.

Returning to Africa with this fresh outlook, I felt a strong desire to empower the youth to dream big and embrace these new opportunities. I wanted to be at the forefront of bringing these advancements to African youth, helping them harness the internet’s potential. When the chance to work with the largest under-18 events company in South Africa came my way, I saw it as a platform to connect with young people across the country and inspire them to redefine success. Through this role, I became the director of U-NVRS, South Africa’s largest youth promoter network, bridging the gap between brands and young audiences.

These experiences ultimately led to the creation of SWAY Digital. My vision was to exploit the power of the internet to help young people monetize their social capital at scale, creating opportunities for them to thrive in a rapidly evolving digital landscape.

How did your early experiences working with music artists like Cassper Nyovest and Nasty C influence your approach to digital marketing?

Working with Cassper Nyovest and Nasty C profoundly influenced my approach to digital marketing and helped me develop a deeper understanding of how to infiltrate the mass market. Both artists had ambitious goals that pushed boundaries in their respective ways. Cassper’s vision to become the first Hip Hop artist to fill a 20,000-seat auditorium with his one-man show at Fill Up the Dome was unprecedented at the time. His success didn’t stop there—he went on to fill a 40,000-seat stadium at Orlando Stadium and 70,000 seats at FNB Stadium. These milestones formed the backbone of our promotional service offering as a company and directly informed our strategy as an execution partner for various businesses.

We led the “Fill Up” activations, which involved visiting over 30 high schools to promote the concerts. This initiative empowered youth by giving them opportunities to sell tickets within their communities and earn commissions. This model not only financially benefited these young individuals and their families but also deepened their connection with the events, creating a strong grassroots support network.

Similarly, working with Nasty C was equally transformative. His vision for The Ivyson Tour was to provide youth with a world-class festival experience in a safe and curated environment while showcasing the best live acts in the country. Over the span of more than 20 shows, we visited over 50 high schools across four countries and empowered over 1,000 young people to sell tickets. This was a pivotal moment for us, as it marked the birth of influencer marketing in South Africa in 2017.

We identified youth excelling on Instagram during its early growth phase and equipped them with digital profiles to sell tickets online. This allowed us to reach a wider audience beyond individual neighborhoods and scale our efforts. The result was a series of online viral campaigns over the span of 3 years, culminating in the massive success of #IvysonTour2019, which generated over 10,000 unique hashtags from youth across the continent. This digital-first approach caught the attention of major brands seeking similar mass visibility online, positioning us as one of the leading influencer agencies in the country.

These experiences highlighted the power of digital platforms and demonstrated the importance of empowering youth as part of marketing strategies, a philosophy that remains central to my work today.

Every success story has challenges—what was the most significant challenge you faced when starting Sway Digital, and how did you overcome it?

This is always such an interesting question for me, and I often hesitate to tell the explicit truth because it could unintentionally reflect poorly on others. That said, I’ll share the experience without mentioning names.

I once had a meeting with a celebrity DJ client, discussing the importance of evolving to visual content and podcasting. I presented a clear vision of how they could capitalize on the shift in media consumption habits and become early adopters of the global podcasting movement. The client appreciated the vision and invited me to present it to their larger team, which included PR specialists and marketers, during a planning session for their music festival.

Admittedly, my approach wasn’t the smoothest, but I passionately stated:

“In the next few years, if not months, radio and TV will naturally lose a significant share of the media consumer market to digital platforms. Podcasts and short-form content will dominate attention, and brands will divert their budgets to these platforms. We need to adapt by producing video content at the event, capturing moments, and driving that content on our platforms. Gone are the days of relying solely on radio and TV—we are the platform now, and they need us to reach our audiences. We need to own our worth and control our narrative.”

The room went silent. Then, the team looked at each other and burst out laughing. Without saying it outright, they questioned my credibility and dismissed my ideas as misleading and far-fetched.

This moment epitomized one of the biggest challenges I faced—and still face—as a visionary. Ideas that have the potential to drive real change and impact often aren’t mainstream at the time, making it difficult to garner immediate support from clients and brands. Digital marketing is such a vast, nuanced landscape, and many people only understand it at surface level, which makes communicating deeper opportunities even more challenging.

I learned to overcome this by putting my money where my mouth was. I started offering free services to clients, building a portfolio of case studies with tangible results. These reports proved the value of my strategies, and once people saw the results, they were more willing to invest. Over time, this approach paid off—about 80% of the business we receive today comes from referrals from clients who have seen us deliver on our promises.

This experience taught me that sometimes you need to let your work speak for itself, even when the world isn’t ready to listen.

Collaborating with major artists and brands comes with high expectations. What’s the most exciting or memorable campaign you’ve worked on, and why?

By far, one of my favorite collaborations has been with Shara Hair. Not only have they excelled at capitalizing on digital marketing to scale their business, but they also presented an exciting challenge for us as they weren’t part of the traditional entertainment industry we were accustomed to serving. This gave us the opportunity to test our expertise in a completely different field—hair and beauty.

Shara Hair specializes in 100% Authentic Virgin Hair, Weaves, Wigs, Hair Extensions, Closures, and a variety of other hair products. I met one of their directors during a private dinner hosted by a mutual industry friend. During the conversation, I learned that many of the creators involved in their previous campaigns had come from our business, thanks to our extensive database of online creators. After a few discussions, we were given the chance to showcase how our expertise and resources could scale their business, and we eagerly took on the challenge.

At the time, Shara Hair sold their products primarily through social media DMs and WhatsApp. We proposed a strategy to transform their sales and marketing process. First, we built an e-commerce store integrated with Instagram, allowing customers to browse, click, add products to their carts, and pay seamlessly online. This innovation completely changed the way they operated.

Next, we elevated their brand presence by organizing a catalog photoshoot featuring models from our agency. These high-quality visuals became key digital assets, showcasing their products in an appealing and professional way. Finally, leveraging our influencer database, we partnered with prominent online personalities who visited the store, got their hair installed, and shared their experiences on social media. This created a buzz that significantly increased awareness and drove traffic to their online store.

This campaign was especially memorable because it involved multiple facets of media and digital strategy, allowing us to explore new ways of providing value to clients beyond music and entertainment. Seeing how all the elements worked cohesively to deliver tangible results was incredibly rewarding. Shara Hair has since achieved remarkable growth in the beauty industry across the continent, and we are grateful for the opportunity to have contributed to their journey.

Their continued success and the valuable lessons we’ve learned from working with them make this collaboration one of my all-time favorites.

The partnership with DAX was a huge success. How did you break into the South African market for an American artist, and what lessons did that teach you about global marketing?

The collaboration with DAX was incredibly special for us. While I wish we could take all the credit, the truth is that DAX is an exceptional and intentional marketer, which made him the perfect partner. He’s a prime example of how consistent content creation can expose an artist to global audiences. The internet has broken traditional borders, enabling musicians to reach far beyond their local markets, and DAX’s approach embodied that.

To break him into the South African market, we meticulously curated a network of highly popular TikTok influencers across various genres—music, beauty, fashion, comedy, and skits. We matched the narrative of DAX’s music with the influencer’s content styles, ensuring their audiences could naturally relate to and engage with his work. Beyond TikTok, we orchestrated Twitter trends to control the narrative and introduce DAX to the South African audience, emphasizing the sentiments and stories behind his music.

Trending content alone isn’t enough to build long-term brand awareness; the most successful artists have compelling stories that resonate emotionally. Our strategy focused on showcasing the cultural and human similarities between South Africa and DAX’s world, emphasizing the universal relatability of his music and message. At its core, music is about connection, and DAX’s storytelling in his songs struck a chord with many South Africans. It was our job to ensure those stories reached their eyes and ears.

This experience highlighted the immense opportunities in collaborating with international artists, thanks to digital platforms. The internet has made cross-pollination of markets not only possible but highly impactful. By combining strategic storytelling with targeted digital campaigns, artists can seamlessly transcend geographical boundaries and foster authentic connections with audiences worldwide.

Collaborating with DAX underscored a powerful lesson: digital marketing isn’t just about visibility—it’s about creating shared human experiences that resonate across cultures.

Creativity is at the heart of Sway Digital. How do you foster innovation and keep campaigns fresh, exciting, and relevant for your clients?

Creativity and innovation are the lifeblood of our companyl. To keep campaigns fresh, exciting, and relevant, we take a multi-layered approach that combines staying connected to cultural trends, fostering collaboration, and maintaining a deep understanding of our clients’ needs and audiences.

First and foremost, we prioritize staying informed about the latest trends in digital platforms, technology, and pop culture. We believe that relevance comes from being deeply attuned to what’s capturing attention at any given moment. From emerging social media platforms to evolving content formats, we make it a priority to remain ahead of the curve, enabling us to identify opportunities before they become mainstream.

Second, we cultivate a collaborative and open environment within our team. Creativity thrives when diverse perspectives come together, so we encourage brainstorming sessions where everyone has a voice, regardless of their role. This inclusivity allows us to tap into a wide range of ideas and develop campaigns that are both innovative and impactful.

We also recognize that no two clients are the same. By taking the time to deeply understand each client’s brand, audience, and goals, we can craft tailored strategies that resonate authentically. Our campaigns are designed to align with the client’s identity while incorporating fresh, out-of-the-box elements that capture attention and drive engagement.

Additionally, we constantly experiment and test new ideas. Innovation often comes from taking calculated risks and learning from the outcomes. By staying agile and adaptable, we ensure that we’re not just keeping up with change but actively driving it.

Lastly, we focus on storytelling. People connect with stories that evoke emotion, spark curiosity, or inspire action. By centering our campaigns around compelling narratives, we’re able to create meaningful experiences that leave a lasting impression on audiences.

In essence, fostering creativity at SWAY is about blending strategic insight, a pulse on cultural movements, and an unwavering commitment to authenticity. This approach allows us to consistently deliver campaigns that are not only relevant but also groundbreaking.

With social media trends changing rapidly, how do you stay ahead of the curve and ensure Sway Digital remains a leader in digital marketing?

Staying ahead of the curve in the ever-evolving world of social media is both an art and a science, and it’s something we take very seriouslyl. Our ability to remain a leader in digital marketing lies in our commitment to continuous learning, adaptability, and foresight.

One of our key strategies is keeping a finger on the pulse of global and local trends. We dedicate time daily to studying platform updates, emerging technologies, and shifts in consumer behavior. Platforms like TikTok, Instagram, and YouTube are constantly evolving, and we stay informed by engaging directly with these platforms, exploring their latest features, and understanding how they’re being used by different demographics.

We also prioritize partnerships with creators and influencers, who are often the first to adopt and shape new trends. By maintaining close relationships with them, we gain valuable insights into what’s resonating with audiences and can quickly integrate those ideas into our strategies.

Data and analytics play a crucial role in our approach. We use advanced tools to monitor the performance of content, track engagement patterns, and predict where the next wave of attention will be. These insights guide our decisions and help us create campaigns that are not just reactive but proactive.

Another significant factor is fostering a culture of innovation within our team. We encourage our staff to experiment with new ideas and challenge the status quo. By creating a space where creativity and calculated risks are celebrated, we can continually push boundaries and deliver fresh, impactful campaigns.

Lastly, we remain deeply connected to our clients’ audiences. By understanding their evolving preferences, values, and online behaviors, we can ensure that our campaigns are always relevant and culturally resonant.

The digital landscape is fast-paced, but by staying curious, adaptable, and audience-focused, we’re able to not just keep up with changes but anticipate and shape them. This commitment is what ensures SWAY Digital continues to lead in the ever-changing world of digital marketing.

Your agency uses cutting-edge technology to leverage fan data. Can you share how data-driven marketing has transformed brand growth and engagement?

Data-driven marketing has revolutionized how brands grow and engage with their audiences, and it’s a cornerstone of what we do at SWAY. By leveraging fan data, we’ve been able to move from generalized strategies to highly personalized and precise campaigns that resonate deeply with target audiences.

One of the most transformative aspects of data-driven marketing is the ability to understand audience behavior in real time. Using advanced analytics tools, we gather insights on who the fans are, how they interact with content, and what influences their decisions. This allows us to craft tailored messages and experiences that speak directly to their interests, values, and needs.

For example, by analyzing fan data, we can determine which platforms a client’s audience is most active on, what type of content drives the highest engagement, and even what time of day they are most likely to interact. These insights inform every aspect of a campaign, from content creation to distribution, ensuring that we’re not just reaching people but connecting with them meaningfully.

Fan data has also enabled us to drive measurable results for our clients. Through precise targeting, we can reduce wasted ad spend and focus on the audiences that matter most. We’ve seen brands achieve exponential growth by leveraging these insights to optimize their strategies and consistently deliver value to their consumers.

Moreover, data empowers brands to foster deeper engagement by creating opportunities for two-way communication. Through interactive content, personalized messaging, and targeted campaigns, we can make fans feel seen and valued, turning passive followers into active brand advocates.

Perhaps most importantly, data-driven marketing allows us to stay agile. In a world where trends and consumer behaviors can shift overnight, having real-time data ensures we can adapt quickly and keep campaigns relevant.

Ultimately, data-driven marketing has transformed the way brands interact with their audiences, turning marketing into a science of understanding and connection. At SWAY Digital, we harness the power of data not just to inform strategies but to inspire meaningful relationships that drive lasting growth and engagement.

Sway Digital’s vision is to take Africa to the world and bring the world to Africa. How do you see this vision evolving in the next five years?

This is an incredibly exciting question because the vision of taking Africa to the world and bringing the world to Africa is not just a goal for SWAY Digital—it’s a mission that aligns with the continent’s rapidly evolving digital landscape. By 2030, over 600 million youth in Africa under the age of 25 will enter a world where the smartphone is not just a communication device but a gateway to economic empowerment. This will fundamentally reshape the global digital economy, and we aim to be at the forefront of this transformation.

Africa is the last untapped market for digital transformation, and this presents unparalleled opportunities. In the next five years, we envision SWAY Digital acting as a bridge between international brands seeking visibility and relevance in African markets and African creatives ready to showcase their talents on a global stage. Platforms like TikTok have already shown the power of African content—from our music and dance to fashion and storytelling. Time and time again, African culture creates global virality, capturing the attention of audiences worldwide and influencing trends in ways no other region can replicate.

To build on this, we’re committed to positively exploiting the social capital that Africa inherently possesses. Our growing community of youth online is a driving force in leading conversations, creating trends, and shaping narratives. This means the potential for both cultural and economic impact is immense.

From a global perspective, we’re also seeing a clear pattern of investment flowing into the continent—whether in infrastructure, finance, technology, or mining. It’s inevitable that the next frontier for this investment will focus on “attention,” the most valuable commodity of the digital age. International brands are already realizing the value of African markets, and SWAY Digital is uniquely positioned to guide them in understanding and leveraging this potential.

We see the next five years as an opportunity to build partnerships that foster mutual growth. For African youth, this means empowering them to monetize their creativity and social influence at scale, creating sustainable livelihoods in the digital economy. For international clients, it means offering them access to a vibrant, engaged audience and helping them craft culturally resonant campaigns that build long-lasting connections.

Our vision is also deeply rooted in creating infrastructure that nurtures African talent. Whether it’s through training programs, creator hubs, or collaborations with global brands, we want to provide the tools and platforms that ensure Africa’s voice is not just heard but celebrated.

Ultimately, we believe Africa’s time is now. The convergence of cultural influence, youthful energy, and digital connectivity will shape the next decade, and SWAY Digital is ready to lead this movement by bringing Africa to the world and the world to Africa.

You’ve worked with influencers and creators across Africa. How important is influencer marketing today, and what advice would you give to young creators who want to partner with brands?

Influencer marketing has become an integral part of the modern marketing ecosystem, and its importance continues to grow. In today’s digital-first world, people trust recommendations from influencers more than traditional advertisements. Influencers bring authenticity, relatability, and cultural resonance to brands, making them a powerful conduit for building trust and driving engagement. This is especially true in Africa, where storytelling and community connections are deeply valued.

Having worked with creators across the continent, I’ve seen firsthand how influencers can bridge the gap between brands and their audiences. They bring campaigns to life by adding personal narratives that resonate with their followers, making marketing feel less like selling and more like sharing. In an age where consumers are inundated with content, this authenticity makes all the difference.

However, the future of influencer marketing is evolving, and one of the most exciting developments is the rise of live selling on social media. Globally, live selling has already become a multi-billion-dollar market, particularly in Asia, where platforms like TikTok Shop and Alibaba’s Taobao Live have transformed the way people shop. This trend is beginning to take root in Africa, and it represents a massive opportunity for creators and brands alike.

Live selling combines the immediacy of live streaming with the convenience of e-commerce, creating an interactive, engaging shopping experience. Influencers can showcase products in real time, answer questions, and provide live demonstrations, turning viewers into buyers instantly. It’s a game-changer for young creators, as it allows them to leverage their personal brands not just for promotion but for direct sales, opening up new revenue streams.

For young creators looking to partner with brands and take advantage of these opportunities, my advice is:

1. Be Authentic: Stay true to your personality and values. Audiences can sense when something isn’t genuine, and authenticity is what attracts both followers and brands.

2. Invest in Your Craft: Quality matters. Whether it’s the content you create, the way you engage with your audience, or the tools you use, consistently strive to improve.

3. Understand Your Audience: Know who your followers are, what they care about, and how they engage with your content. This knowledge is invaluable when pitching to brands or aligning with campaigns.

4. Think Long-Term: Focus on building meaningful partnerships rather than one-off collaborations. Brands are increasingly looking for ambassadors who can represent them authentically over time.

5. Be Ready for Live Commerce: Start exploring live-selling opportunities now. Build the skills and tools needed to host engaging live sessions, as this will likely become a major avenue for brand partnerships in the near future.

The creators who succeed in this space are those who can adapt quickly to changing trends and use new technologies to connect with their audiences in innovative ways. Influencer marketing, combined with the rise of live selling, is opening doors for African creators to not only partner with local and global brands but also to take control of their monetization in ways we’ve never seen before.

At SWAY Digital, we’re committed to helping young creators understand these shifts and equipping them with the tools and strategies they need to thrive in this dynamic landscape. The future is bright for creators who are willing to embrace these opportunities with passion, creativity, and purpose.

How does your understanding of cultural nuances help your clients build authentic brand connections, and why is that important in today’s marketing landscape?

Understanding cultural nuances is critical when building authentic brand connections, especially in a diverse and dynamic continent like Africa. Culture shapes the way people perceive messages, connect with stories, and make purchasing decisions. At SWAY Digital, we place a strong emphasis on this understanding, ensuring that the brands we work with are not just visible, but deeply resonant with their target audiences.

In Africa, where languages, traditions, and values vary widely from region to region, one-size-fits-all marketing doesn’t work. What appeals to someone in Johannesburg may not resonate with someone in Lagos or Nairobi. By studying the social and cultural contexts of our audiences, we ensure that the campaigns we create are not just effective but also respectful and relevant. This means understanding local traditions, language preferences, humor, and the issues that matter most to the community. It also means recognizing the cultural shifts happening in real time, like the growing influence of African youth culture, which is driving global trends in music, fashion, and entertainment.

Cultural relevance is crucial in today’s marketing landscape, where consumers are bombarded with content. People are increasingly choosing brands that reflect their identity and values. If brands want to cut through the noise, they need to be genuine and relatable. For example, an international brand entering the African market must ensure that its messaging resonates with local customs and doesn’t come off as tone-deaf or out of touch. In the same vein, global brands looking to connect with South African youth, for instance, must understand the country’s rich musical heritage, youth activism, and digital-savvy audience.

Our role is to bridge these gaps and help our clients authentically engage with their audiences. We do this through a combination of local insights, targeted influencer marketing, and content that speaks to both universal human experiences and regional specifics. The goal is always to make the audience feel seen, heard, and understood—because when people connect with a brand emotionally, it leads to long-term loyalty and advocacy.

In an era where authenticity is paramount, understanding cultural nuances allows brands to build stronger, more personal connections with their consumers. It’s no longer enough to just advertise; brands must weave themselves into the fabric of the community, and that’s where cultural awareness becomes an indispensable asset.

What advice would you give to young entrepreneurs looking to break into the digital marketing industry?

To young entrepreneurs looking to break into the digital marketing industry, my advice is simple but crucial: be adaptable, embrace continuous learning, and focus on building real value for your clients.

Digital marketing is an ever-evolving field, and the key to long-term success lies in staying ahead of the curve. Technology, social media platforms, and consumer behavior are constantly changing, so you must be adaptable and open to learning new strategies and tools. The most successful digital marketers are the ones who are always up to date on emerging trends, testing new approaches, and refining their techniques. Never stop learning—attend webinars, read industry blogs, and, most importantly, test things out in the real world.

The second piece of advice is to focus on providing real value. In the beginning, it’s easy to get caught up in flashy tactics and trends, but at the end of the day, success comes from solving real problems for your clients. Whether you’re creating content, managing social media, or executing digital ad campaigns, always make sure that your strategies are driven by measurable results and meaningful outcomes. Don’t just follow what others are doing—find out what actually works and delivers growth for your clients. When you can prove that your work makes a tangible impact, you’ll earn trust and credibility in the industry.

Finally, don’t underestimate the importance of networking and collaboration. Surround yourself with mentors, like-minded entrepreneurs, and industry professionals. Digital marketing is not a solo endeavor—it’s about building relationships, working together, and leveraging each other’s strengths to achieve collective success. Don’t be afraid to ask questions and learn from those who’ve been in the game longer than you.

Remember, there’s no substitute for hard work, patience, and dedication. Digital marketing can be incredibly rewarding, but it’s a marathon, not a sprint. Stay focused on delivering value, keep adapting, and let your results speak for themselves.

What’s one quote or mantra that keeps you motivated during tough times?

The mantra I’ve lived by for the past decade is: “What will you do today to bring you closer to your dreams?” This question has become my anchor during tough times, reminding me that no success happens overnight. In a world that often promotes instant gratification and rapid growth, it’s easy to become disheartened when progress seems slow. But I’ve learned that the key to success is consistency—making steady, incremental progress, even if it’s just 1% a day. Every little step counts, and it’s these small, consistent efforts that compound over time into significant change.

This mindset has taught me to embrace the journey rather than focusing solely on the destination. There will always be challenges, setbacks, and moments of doubt. But as long as you’re moving forward—even at a slow pace—you’re on the right path.

However, for this to truly work, it’s crucial to have a vision. You can’t discern direction if you don’t know where you’re going. That’s where dreaming and setting a clear vision come into play. Your vision is like a lighthouse, a constant reminder of what you’re working towards, guiding you even in the darkest of times. Without a destination in mind, you can easily become lost in the noise of everyday distractions. But when you know your purpose, every decision and action, no matter how small, feels aligned with that greater goal.

It’s easy to look at others who seem to be achieving their dreams quickly, but everyone’s journey is different. The real focus should be on your path, on how each day can bring you closer to your own vision. The success lies in knowing that progress, no matter how incremental, is still forward motion.

This mantra has helped me navigate the ups and downs of entrepreneurship. It’s not about being perfect or getting everything right in one go. It’s about staying committed, taking daily steps, and having the discipline to show up even when the results aren’t immediately visible. Over time, the results do show, and the compounded effort becomes undeniable. It’s a reminder that as long as you’re moving, you’re growing. And that growth, however small it may seem at times, will eventually turn into something extraordinary.

If you could go back to the beginning of your journey, what would you do differently, and why?

If I could go back to the beginning of my journey, the biggest thing I would do differently is start sooner and believe in myself a lot quicker than it took me. Early on, I often doubted my abilities and hesitated to fully trust my instincts and ideas. I spent too much time looking outward for validation or waiting for the right moment, only to realize that the true potential I was seeking had always been within me. True growth starts internally—when you believe in yourself and your vision, that’s when the magic happens.

One of the most valuable lessons I’ve learned is that external success is often the result of internal conviction. The world will always have its opinions, its limitations, and its doubts. But as many of the greatest leaders of our time have said, it’s not the world that defines your potential—it’s how much you believe in your ability to create and make an impact.

As Steve Jobs famously said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” For me, this has been a reminder that if I had trusted my vision and believed more in what I had to offer from the start, I would have been able to create even greater impact sooner.

Similarly, Oprah Winfrey often talks about the importance of self-belief, stating, “You become what you believe. You are where you are today in your life based on everything you’ve believed.” This resonated with me deeply, because looking back, I can see how my hesitations and self-doubt held me back in certain moments. Had I embraced belief in my own journey and started executing on my ideas earlier, the results would have come faster.

If I could offer advice to young entrepreneurs or anyone starting out, it would be: don’t wait for the perfect moment or for someone to validate your ideas. Take the leap, trust your instincts, and build what you believe in. The world will never fully understand your vision, and that’s okay. In fact, it’s often the people who see things differently, who take the road less traveled, that end up making the biggest impact.

As the great Nelson Mandela said, “It always seems impossible until it’s done.” There will always be challenges, but if you start sooner and trust in your inner strength and purpose, you’ll unlock possibilities that you never imagined. Take action, believe in your vision, and don’t wait for permission from the world—your potential is waiting for you to claim it. Dare To Dream.

What’s next for Sway Digital, and what exciting projects are on the horizon?

As I celebrate a decade in business this year, I feel it’s the right moment to take a bold step and bring Sway Digital into the public eye. We’ve often operated behind the scenes as I navigated the complexities of running a business, learned more about myself, and refined my leadership abilities. But now, with a decade of experience, invaluable connections, and a deeper understanding of the digital landscape, I’m ready to take everything we’ve learned and transform it into something bigger—offering Marketing As A Service (MAAS) to musicians who are seeking growth and exposure in the digital space.

One of the most exciting initiatives we’re working on is our collaboration with MakerVerse, where we are developing a creative content marketplace. This platform will empower creators and partners to seamlessly cross-promote music releases and other content through our extensive media marketing partners, all directly from within the MakerVerse app.

Our focus will remain on maintaining the highest content and editorial standards, ensuring that the creative work shared on the platform is top-tier. We’ve partnered with the Top 100 Gen Z brands in Africa, as well as global and local leaders in media, to ensure we have the reach and influence needed to provide real opportunities for creators.

Here’s a quick look at our merged efforts:

• Brands: Gen Z Top 100 (Africa)

• Playlists: 3,000+ editors (Global)

• Creator Companies: 450+, 10M+ users (Africa)

• Publications: Reaching 80M+ readers (Africa)

• Global Streaming Media: 63 platforms, 600M+ fans (Global)

• Local Streaming Media: 5 platforms, 20M+ fans (Africa)

• Social Media: 100 channels, 25M+ fans

• Podcasting & Reviews: 100 YouTube channels (Global)

Our MakerVerse MAAS solution will provide creators direct-to-brand and media distribution, ensuring that new releases are prioritized across these channels. We will amplify the content through strategic community engagement tactics to drive awareness and impact.

What truly makes this offering unique is its omni-directional approach—where both creators and media partners are able to thrive through a mutually beneficial system of earned media (paid for by brands) and paid exposure (paid for by creators).

• Earned Media: Brands seek high-quality content with clean-cut profiles, rich social media presence, optimized metadata, and editorial-review-ready materials. Creators will have access to platforms that seek out content like theirs.

• Paid Exposure: Creators seek access to mainstream cultural publications, but often lack the PR resources to break through. Our platform bridges that gap by providing creators access to highly curated content outlets ready to publish.

The exciting part of this journey is that we’ve been working on this intellectual property for the past five years, and we’re finally ready to bring it to market in the second quarter of 2025. This is a pivotal moment for Sway Digital, and I can’t wait to share more details as we get closer to launch.

Big things are on the horizon, and the future is incredibly bright. Stay tuned!

Finally, how would you define success for yourself and for Sway Digital?

For me, success is not just about reaching financial milestones or achieving recognition—it’s about joy and contentment in knowing that I’ve made a tangible impact on people’s lives. It’s about being able to look back and say that I built something that mattered, something that helped others rise and gave them opportunities they may not have had otherwise. Success is measured by the positive influence we have on our clients, our partners, and the communities we serve, particularly in empowering the youth of Africa and beyond to thrive in a digital-first world.

When it’s all said and done, I want the world to know that Sway Digital was more than just a business—it was a bridge. A bridge that connected people from different walks of life, allowing them to share their stories and express themselves authentically. We created human experiences that transcended borders, cultures, and barriers. Our purpose was to ensure that everyone’s voice was heard, that everyone had a platform, and that everyone could see the potential for greatness within themselves.

Ultimately, success for me and for Sway Digital is about creating a legacy where we’ve touched lives, inspired change, and helped people realize their fullest potential, no matter where they come from.