An emerging voice on Lesotho’s music scene, Liteboho Moabi, has taken a bold step from artist to architect by launching his own independent record label.
For Moabi – better known by his stage name Irie D-tailz – this is not just a business move. It is a mission.
The label is founded on the philosophy of “Word, Sound, and Power,” a principle he says recognises the deep influence music can have on people’s lives and communities.
“Our inspiration comes from creating a platform for music where the lyrical word, fused with intentional sound, generates genuine power to teach, uplift, and transform,” Moabi said.
He explains that the label’s focus goes beyond entertainment. It is about crafting ‘vibrations with purpose’ — music that carries a message and resonates with authenticity.
At the heart of the label’s vision is the desire to build a respected presence in the broader music industry while remaining firmly grounded in cultural truth.
Moabi says they are looking for artists who are deeply connected to their roots and heritage, and who allow that cultural identity to shape their sound and message.
Musically, the label is pioneering what Moabi calls ‘New Age Rastafari’ music — a sound inspired by the teachings and consciousness of the Rastafari movement. However, the label is not confined to a single genre.
“We are genre-fluid but unified in our pursuit of a unique, authentic sound that teaches about life,” he said, adding that they welcome music that speaks to everyday realities, from street life to business, as long as it uplifts and educates the youth.
Operating as a fully independent label, Moabi and his team handle everything in-house — from production and marketing to global digital distribution on platforms such as Spotify, Apple Music, and YouTube.
Their structure, he says, is based on a familial partnership where decisions are made collaboratively.
The label is also eager to collaborate with other independent artists and labels in Lesotho and beyond, believing that shared resources and creative partnerships are key to strengthening the local music ecosystem.
“We are not following a template; we are building our own model based on artistic integrity and collaboration,” Moabi noted.
