The true success of Eswatini’s creative industry will only be realised when every Liswati artist is able to earn a sustainable living from their talent.
This was the sentiment shared by Genesis Ekucaleni Media founding director, Pholile Shakantu, as she celebrated gospel star Nothando Hlophe, who recently won the Best in Africa award at the Crown Gospel Music Awards and surpassed 3 million YouTube views for her hit song ‘Methodist Medley’.
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Shakantu was speaking during a celebratory luncheon hosted by Eswatini Mobile at Ramblas, held in honour of Hlophe’s continental achievement and rising global influence.
“Hlophe’s success is an inspiration to everyone, especially the youth. But, the real success will be when every Liswati creative is able to live out of their craft,” she said.
Reflecting on her journey with Genesis Ekucaleni Media, Shakantu revealed that she founded the organisation to correct longstanding misconceptions about Eswatini.
To address this gap, Shakantu assembled teams of researchers and writers to produce books and documentaries about the nation’s heritage.
“I would include some of this history in my speeches when I served as Minister of Justice. But as we progressed, I realised we needed a medium to disseminate this information widely. That is how I began working with creatives on a broader scale,” she said.
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This collaboration ultimately birthed productions such as BakaNgwane, which further deepened her understanding of the creative sector, its struggles, potential, and collective strength.
Shakantu emphasised that Hlophe’s latest achievements were not only a reflection of her talent, but also a testament to the teamwork behind her music.
“Nothando’s latest album is a collective effort and it has broken all records. Methodist Medley has become an African anthem in its own right,” she said.
She applauded the dedication of local creative teams, noting that many continue contributing despite not yet earning financial returns.
“When I see the collective effort in this ‘New Dawn’, it is inspiring. Some team members are not even pocketing any funds yet, but they are putting in the work. I really want to appreciate Tribe Studios and Lokuhle Media for working together,” she said.
Shakantu noted that before embarking on the New Dawn project, significant groundwork was needed, particularly to ensure that artists benefit financially from their work.
“Business coaching is important. We need the business side of the creative industry to function well so that companies like Eswatini Mobile can confidently come on board and support talent,” she said.
She extended gratitude to Hlophe’s family and friends for their unwavering support, saying artists thrive when surrounded by strong support systems.
Shakantu reiterated that the long-term goal is to ensure creatives can sustain themselves. She concluded with a call to action, requesting other companies to come forward, adding that Emaswati were among the best in the world and now need more platforms to showcase their talent.
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