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By DEO GRATIAS MAGAGULA | 2024-11-22
THIS year, Eswatini’s Global Entrepreneurship Week (GEW) is shining a light on its dynamic creative sector, a vibrant industry that not only preserves cultural heritage but also significantly contributes to the nation’s economy.
GEW is an annual celebration of innovation, resilience and the entrepreneurial spirit worldwide.
From visual artists and filmmakers to musicians, fashion designers, curators and dancers, Eswatini’s creatives are demonstrating the powerful synergy between artistry and entrepreneurship.
The international success of local talents such as Bholoja, !Sooks, Uncle Waffles and the recent film Bakangwane highlights the global potential of Eswatini’s creatives.
With ongoing support from initiatives like the US Embassy Eswatini, Yini Loku, the Eswatini National Arts and Culture Awards (NACAs) and investment in skills development, Eswatini’s creative economy has the potential to make a significant impact on the global stage.
Musician and producer Daniel Chulu emphasised the need for creatives to balance artistry with entrepreneurship, stating, “mastery and excellence in one’s artistic discipline are fundamental. This ensures that when global opportunities arise, creatives are prepared to meet the standard.”
When asked on the new ESWACOS copyright policies, he noted, “I think it’s going to improve the mindset towards intellectual property, ensuring musicians and other creatives understand their rights and receive proper recognition and royalties.”
Chulu also highlighted the importance of adaptability, saying, “Authenticity does not mean rigidity; it’s about staying true to your vision while evolving with market demands.”
He called for better support structures, adding, “Labour laws specifically designed for creatives could ensure fair compensation and protect artists from exploitation.”
Reflecting on Eswatini’s potential, he suggested that with proper funding, arts could produce more global stars and significantly contribute to the economy.
Siphilele ‘Sips’ Magagula, co-founder of Antidote Culture Foundation and Yini Loku, highlighted the increasing influence of Eswatini’s creative economy in a tweet shared by the US Embassy Eswatini.
“From film and fashion to music and design, the cultural and creative industries hold vast potential for job creation and economic stimulation across the value chain.
A single garment design can inspire a global fashion house, a story can transform into a blockbuster, and a dance can evolve into a world-touring performance,” she said.
At the reveal of NACAs nominees at SibaneSami Hotel, Stanley Dlamini, Eswatini National Council of Arts and Culture CEO, emphasised the sector's importance. He stated, “The creative sector is the largest employer of the youth among all sectors.
The creative economy is the major driver of world economies in our century where creativity and talent pay handsomely and further create employment for young people.”
During a panel discussion at the opening of a studio in the Manzini Library, Mmeli Hlanze, co-founder and Director of Antidote Music and Executive Director of ESWACOS, reinforced the role of Eswatini’s creative economy in fostering entrepreneurship.
“Eswatini’s creative economy serves as a vital driver of entrepreneurship by fostering innovation and providing a platform for young creators to develop their ideas into solutions and launch their ventures,” he said.
Hlanze also noted the importance of institutions like ESWACOS in ensuring local talent is supported and fairly compensated, which is crucial for the sustainability of the sector.
Eswatini’s creative economy is steadily growing, and with continued collaboration and investment, it has the potential to become a global leader in the cultural and creative industries.”
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