The entertainment industry in Eswatini has been buzzing with big names headlining recent events, but the crowds have been noticeably absent. SwaziBoy Entertainment celebrated its 20th anniversary from September 24 to 26 at the Happy Valley Hotel, featuring established names like DJ Zinhle, Young Stunna, and DJ Fresh. Despite the strong lineup, the event's attendance was lower than expected. This has sparked concerns about the industry's event planning, audience spending, and the need for promoters to work together when setting dates.
The situation has prompted the Eswatini Events Management and Promoters Association (EEMPA) to revisit the events calendar, launched in March in partnership with the Eswatini National Council of Arts and Culture (ENCAC). The calendar aims to help organizers coordinate events, reduce clashes, and give audiences a clearer picture of what's happening throughout the year. EEMPA secretary Banele Dlamini noted that one of the challenges facing the industry is that promoters are not always following the events calendar, leading to clashes and affecting attendance.
The recent events have also highlighted the costs associated with attending entertainment events in Eswatini. For fans, attending events involves more than just the ticket price. Nothando Dlamini noted that going out often involves additional expenses like transport, food, and drinks. Zethu Mabuza added that with several events taking place within a short period, audiences may have to choose which ones they can afford to attend, leading to lower attendance numbers despite investments in major artists.
The EEMPA secretary emphasized that having a recognized name on a poster is not always enough to guarantee a packed venue. SwaziBoy's 20th anniversary celebration, a major milestone for the entertainment brand, included a gala dinner and music programs featuring regional and local performers. MaWhoo's October 2 performance at Mdzimba View Shisanyama was another major attraction, but the crowds were smaller than anticipated.
The events have placed renewed focus on the industry calendar and the need for better planning. Musa Simelane, a fun lover, noted that the calendar was launched specifically to address overlapping schedules and poor planning, which have been identified as factors affecting attendance. He encouraged promoters to make better use of the calendar when planning their events.
As the entertainment industry in Eswatini continues to grow, promoters are being challenged to look beyond booking popular artists. They must also consider what else is happening, when it is happening, and whether audiences have enough room to support another major event. The EEMPA calendar provides a tool that can help the industry address some of these challenges.
The recent events have raised important questions about the future of the entertainment industry in Eswatini. With the industry growing, it is essential for promoters to work together to ensure that events are well-planned and coordinated. By doing so, they can create a more sustainable and thriving entertainment industry that benefits both artists and audiences.
Key points
- The Eswatini Events Management and Promoters Association (EEMPA) has launched an events calendar to help organizers coordinate events and reduce clashes.
- Recent high-profile events in Eswatini have raised questions about the industry's event planning and audience spending.
- The entertainment industry in Eswatini is growing, but promoters face challenges in planning and coordinating events.
