In a world where social media can turn anyone into a star overnight, Malawi is not left out in seeing more and more children stepping into the role of content creators.
But what does that mean for their futures?
The report explores the stories of two young local talents, the challenges they face, and what the laws have to say about protecting children online.
The exclusive also appreciates how other countries are tackling this issue.
Aubrey Kalumpha writes.
Picture the southern hills of Malawi, where daily life is a mix of hardship and hope. There, you meet Mahempe, whose real name is Yohane Chiwaya.
At just 12 years old he is the head of a child-led family in Chitakale, Mulanje.
With five siblings relying on him, Mahempe dropped out of school after standard 6 to become the breadwinner.
His online fame started with his love for dancing to the song “Mahempe,” which became his stage name.
His manager Ishmael Lawrence shares how it all began.
“This child was often found at the Chitakale bridge in Mulanje. And when I asked him, he said he lives with other children whom he helps. And he acts as the head of the family. And he goes on the road to do casual jobs, and he uses that money at home,” he said
The manager adds saying, “So, seeing how this child was, I found that he struggles in his thinking; that’s why he left school long ago due to problems. So now, he takes care of six children who wait for Mahempe to help them at the end of the day.”
But fame brings scrutiny. Mahempe’s raw, street-inspired videos have drawn criticism. In one video, Mahempe is heard advising President Peter Mutharika, an advice which some section of the society viewed as a disrespect to the presidency.
Following such a backlash, his manager Ishmael acknowledges.
“People should speak as they speak, because when things happen, everyone has something to say. I can agree with them because sometimes he speaks things that aren’t appropriate for his age, because he grew up on the street. So, when he speaks them, other people wonder how a child can say such things,” he said.
Mahempe is not the only child content creator who in recent times attained stardom. Eleven-year-old Joel Charley from Yassin in Chiradzulu, discovered poetry at age 4, thanks to his father, a poet himself.
Still in standard 6, Joel weaves words with wisdom beyond his years. His father James Charley, who double as his manager explains the creative process:
“Sometimes he can dream- we wrote a poem called “Mama” where he dreamed about the love that his mother shows him. So, sometimes there are other things he can think of, and I tell him that these aren’t necessary—maybe in the future when you grow up. So, I keep guiding him little by little,” he explains.
Education comes first, as the manager stresses.
“He is a school child; currently, he’s in standard six. Poems don’t interfere with his studies because most of the time, his studies come first. He does poems when he wants. So, it’s not that he always focuses on poems,” he stresses.
James says to keep his child safe online he does not allow his ward to own or use a smartphone.
“He is a child of 11 years, so he doesn’t have a phone to be on social media. And his Facebook pages, I manage them myself. So, everything on the page, I write it. Currently, he’s still a child; a phone could disturb him. So, we don’t allow him to have a phone,” said James.
These tales reveal the highs and lows of child content creation.
It can spotlight talent and bring in much-needed income, but it also risks exploitation, school drop-outs, and exposure to the wrong influences.
To manage such a situation, Mahempe’s manager calls for better oversight.
He said, “There needs to be good guidance and control, because oftentimes, when one become famous, think they have access to anything and can say anything. Also, considering that he is a child, he needs to be helped by sponsors. Because now, many people ask why Mahempe doesn’t go to school, all because they don’t know his whole story.”
And Joel’s manager agrees, while warning against greed.
“In some situations, we must consider these children. Many managers are driven by money. If we’re only driven by money, it means we’re destroying that child’s future. So, it’s necessary that we ourselves know that this one is a child, and there should be limits on the work they do. If they’re called far away, like to Mzuzu, to showcase their talent… because some days are school days, we must set limits. The child should not become a mere tool for earning money,” he warns.
As per their views, both managers urge regulations to ensure school is not sacrificed for shows or fame.
Weighing in are child rights defenders who highlight wider dangers, including exploitation.
And one of those child rights protectors is Desmond Mhango Executive Director for Center for Youth and Children’s Affairs.
Mhango says, “Children are being used to do hazardous work… children are being forced to dance. Children are not the beneficiaries the beneficiaries are the adults who create the content”.
Indeed, Malawi being a poverty-stricken place, social media can turn play into work.
According Ishmael, Mahempe’s videos started spontaneously.
He explains, “At first, I just recorded him. There was no preparation at all. When he has something to say, we just record him. However, recently, for some of the videos we’ve recorded, we tell him what to do in the video”.
And Joel’s manager adds by calling for regulations.
“Maybe it’s because of how other children are doing it, because their managers are driven by money, so the children end up going to shows instead of school. However, if a child is called to a show during school time, it’s necessary that they don’t go during school time,” he said.
But what do the laws say?
In Malawi, the Child Care, Protection and Justice Act of 2010 is key, as it consolidates rules for child welfare.
It defines children as under 16 for some protections, though efforts in 2016 pushed for under 18 to fight issues like child marriage.
On the other hand, child labor laws ban hazardous work for under-18s, with light work allowed from 14.
But these target traditional jobs like farming and not digital content creation.
The National Action Plan on Child Labor from 2020 to 2025 addresses worst forms like forced labor, yet social media falls into a gray zone.
Malawi’s Child Online Protection Initiative promotes safer internet use through government and Non-Governmental Organizations.
As it is United Nations Children Education Fund is pushing for media guidelines on child rights, but there’s no outright ban or limits on children as creators.
Critics say this gap leaves children exposed, especially when content is monetized and borders on labor.
To address a situation such as this, Mhango from the Center for Youth and Children’s Affairs has a suggestion.
He suggests, “The law may not be very explicit on children protection on digital platforms. It must also be coordinated with other legislation for children. For example; the Forced Labor Act where there are also issues of hazardous work. However, the issues of hazardous work were done when cyber issues were not of concern as it is today”.
However, around the world, countries are acting decisively on this matter.
France’s 2020 law, effective 2021, treats child influencers like actors, limiting hours for under-16s, requiring parental approval, and banking earnings in trusts until adulthood.
Under the law, upon request, platforms must delete content to uphold a “right to be forgotten.”
And in the U.S., states like Minnesota’s 2025 ban prohibits monetized content with under-14s. In Australia the 2024 law bans social media for under-16s with hefty fines for noncomplying platforms.
The European Union’s Digital Services Act shields minors from harm, pushing a 16-year-old minimum age with verification.
China also limits data from under-14s without consent, and Belgium requires permission for under-13 accounts.
Understandably, all these steps aim to prevent exploitation, amid the surge in child influencers.
And Mahempe’s manager agrees by suggesting strengthened regulatory mechanisms.
“I see that those are their opinions, because if we consider a person’s potential in matters of talent, it doesn’t depend on how old they are. Everyone has talent; the important thing is just to know that talent. So, the main thing that needs to happen is to help children who have talent by following the proper ways,” he said.
But what are the authorities saying in all this?
In a written response, Spokesperson for the Ministry of Social Welfare Linda Lonjezo Moyo, said government has been engaging stakeholders to assist it in developing a specialized portal designed to control access to content that is highly sensitive and inappropriate for children.
“We engaged several partners, including a United Kingdom-based organization, to help develop a specialized portal targeting Facebook and other social media platforms, designed to control access to content that is highly sensitive and inappropriate for children,’ she explained.
She added saying, “The Ministry is currently in ongoing discussions with MACRA to explore effective ways of managing and regulating online child protection issues. In addition, the Ministry has developed an Online Child Protection Policy, a work plan, and frameworks to guide institutions in preventing and responding to online exploitation of children”.
Without robust rules, potential can become pressure.
This narrative should be treated as a wake-up call for Malawi to draw from these global examples, weaving digital protections into its laws.
The call is clear, more guidance, and school first for the child.
These children are more than content, they are the future, therefore they deserve a safe space to shine.