Growing a Digital Media Brand to an Audience of 100 Million+ Per Month
From Kwathu’s 2023 Music4Malawi programme to building Umatha Daily, securing business partnerships and reaching audiences across digital platforms.
When Abdulrazack Moffat participated in Kwathu’s Music4Malawi mentorship programme in 2023, he was developing a personal brand and exploring the possibilities of digital media and entrepreneurship.
Today, he is the founder of Umatha Daily, a digital media platform that has grown to more than one million followers across social media channels and generates over 100 million views monthly.
His journey demonstrates how practical training, business strategy and digital creativity can support the development of commercially successful enterprises.
For Kwathu, his story is particularly meaningful because it reflects the kind of entrepreneurial opportunity we have always worked to create: helping young Africans turn their existing interests, creativity and digital capabilities into sustainable economic activity.
Learning to Build a Business Around Digital Influence
In 2023, Abdulrazack joined Kwathu’s mentorship and training programme, gaining exposure to practical approaches to business development, digital engagement and brand management.
The programme emphasized the importance of understanding audiences, developing professional relationships and approaching creative work with an entrepreneurial mindset.
Abdulrazack went on to apply these principles in growing his personal brand and expanding Umatha Daily.
His journey was not without setbacks.
After losing a personal account on X that had accumulated approximately 20,000 followers, he rebuilt his audience from the ground up.
He subsequently grew the account to more than 13,000 followers, demonstrating the value of understanding one’s audience and building engagement beyond the success of a single platform.
That experience reinforced an important lesson for creators and entrepreneurs: a digital enterprise needs more than visibility. It needs relationships, strategic thinking, consistent execution and the ability to adapt.
From Content Creation to Commercial Opportunity
The growth of Umatha Daily has been accompanied by significant commercial progress.
Across its social media platforms, the business has accumulated one million followers, reaching audiences through news, entertainment and digital content.
The platform now generates approximately 100 million monthly views.
Beyond audience growth, Abdulrazack and his team have completed more than 200 business deals, developing relationships with brands and other commercial partners.
The enterprise also secured a MWK 10 million award from the Copyright Fund for a programme developed and pitched by the team.
These achievements demonstrate how digital media platforms can evolve into businesses capable of generating revenue, securing institutional support and building long-term commercial relationships.
For young African creators, this represents an important shift in perspective.
Digital media is not simply about posting content or accumulating followers. With the right skills and business structures, it can become a platform for entrepreneurship, employment and economic participation.
Perseverance Beyond the Digital World
Abdulrazack’s achievements extend beyond entrepreneurship.
In June 2026, he celebrated another major milestone: graduating from the Malawi University of Business and Applied Sciences (MUBAS).
His educational journey had taken more than a decade and included interrupted opportunities to study abroad.
After pursuing studies in Sudan, he was forced to leave the country when conflict erupted in 2023, interrupting his education and requiring him to rebuild his academic plans.
Returning to Malawi, he continued pursuing his degree alongside his entrepreneurial ambitions.
His eventual graduation represented years of determination, resilience and commitment to completing what he had started.
It was a personal milestone worth celebrating, and another example of the persistence that has shaped his journey.
Read more about Abdulrazack’s graduation journey in Malawi24.
The Value of Mentorship and Applied Learning
One of the greatest measures of a successful mentorship programme is what participants go on to do independently.
Abdulrazack’s journey illustrates that principle.
The skills and business strategies developed during his time with Kwathu became part of the foundation he applied to his growing media enterprise.
His experience also reminds us that creative entrepreneurship is a serious professional pathway.
For many young Africans, the digital economy offers opportunities to build businesses around storytelling, communication, content production, audience engagement and emerging forms of media.
But turning those opportunities into sustainable enterprises requires more than access to technology.
It requires business knowledge, professional networks, the ability to negotiate and manage partnerships, and the confidence to keep building when circumstances change.
Abdulrazack has demonstrated the value of combining those capabilities.
Celebrating an Entrepreneurial Journey
At Kwathu, we believe that talent exists everywhere, but access to opportunity does not.
Our programmes have therefore focused on creating environments where young Africans can develop practical skills, connect with mentors, strengthen their businesses and pursue opportunities in emerging industries.
Abdulrazack’s journey represents one of the many possibilities that can emerge from that investment.
From rebuilding his personal digital audience to establishing a media enterprise with millions of followers, developing commercial partnerships and completing his university education, his story reflects perseverance and entrepreneurial growth.
As we celebrate our alumni and prepare for the next chapter of Digital Skills for Africa, we recognize the importance of creating more pathways for young people to turn digital skills into real economic opportunities.
Congratulations, Abdulrazack. We are proud of how far you have come and excited to see what you build next.
Build Your Own Digital Future
Through Kwathu Kollective and Digital Skills for Africa, we continue supporting young Africans with access to digital education, entrepreneurship training and opportunities for professional development.
Work With Us
Want to partner on or fund one of our programmes / initiatives? We are always open to collaborations and partnerships. Contact us via kollective@kwathu.org.
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