BIG names continue to headline entertainment events, but recent shows have raised questions about whether the industry is giving audiences too many choices at once.
SwaziBoy Entertainment celebrated its 20th anniversary from September 24 to 26 at the Happy Valley Hotel, bringing together established names including DJ Zinhle, Young Stunna, DJ Fresh, Vinny Da Vinci, DJ Christos, Greg Maloka and M’du Masilela.
A week later, on October 2, South African amapiano star MaWhoo headlined The RichMonalisa Live at Mdzimba View Shisanyama.
Both events offered strong lineups, yet the crowds did not appear to match the size of the names on the posters.
The situation has renewed questions around event planning, audience spending and the need for promoters to work together when setting dates.
Eswatini Events Management and Promoters Association (EEMPA) secretary Banele Dlamini said one of the challenges facing the entertainment industry was that promoters were not always following the events calendar.
The calendar was launched in March by EEMPA in partnership with the Eswatini National Council of Arts and Culture (ENCAC).
It was introduced to help organisers coordinate events, reduce clashes and give audiences a clearer picture of what was happening throughout the year.
Dlamini said some promoters were still hosting events shortly before major events already on the calendar.
He said this could affect attendance as events end up competing for the same audience. For entertainment lovers, attending events also comes with costs beyond the ticket price.
Nothando Dlamini said going out often involves more than the entrance fee.
“There is transport, food, drinks and other expenses to consider,” she said.
Zethu Mabuza added that audiences may have to decide where to spend their money with several events taking place within a short period
“When several events are held within a short period, audiences may have to choose which ones they can afford to attend. This means promoters can invest in major artists and still struggle to attract the numbers they expected,” she said.
The EEMPA secretary (Dlamini) said the recent events also showed that having a recognised name on a poster was not always enough to guarantee a packed venue.
It worth noting that SwaziBoy’s 20th anniversary was a major milestone for an entertainment brand that has spent two decades organising events and supporting the entertainment industry.
The three-day celebration included a gala dinner before the music programme, with the Friday and Saturday shows featuring regional and local performers.
MaWhoo’s October 2 performance at Mdzimba View presented another major attraction, with the South African singer bringing her amapiano sound to the venue.
The events have also placed renewed focus on the industry calendar.
Fun lover Musa Simelane said the calendar was launched specifically because overlapping schedules and poor planning had been identified as factors, affecting attendance.
He said promoters should, therefore make better use of the calendar, when planning their events.
“As the entertainment industry grows, 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,” he added.
For EEMPA, the calendar provides a tool that can help the industry address some of these challenges.
