BY NOSIPHO MABUZA
MBABANE – Mzwandile “Lution” Nxumalo joins IVLP, championing Eswatini’s creative industry globally.
Mzwandile “Lution” Nxumalo, founder and CEO of XLR Media [PTY] Ltd trading as Kingdom, recently represented Eswatini on a global platform through the International Visitor Leadership Program (IVLP), hosted by the U.S. Department of State. The initiative brought together emerging African cultural leaders to explore the economic impact of the creative sector across the United States.
When he first received the invitation, Nxumalo described his reaction as a mix of disbelief, deep gratitude, and an overwhelming sense of responsibility. He viewed the invitation not just as a personal achievement, but as a national moment. “I wasn’t just traveling as Mzwandile Nxumalo, I was carrying the stories, talents, and dreams of Eswatini’s creatives,” he said. He expressed deep appreciation to the U.S. Embassy in Eswatini for nominating him, and to the U.S. Department of State and Meridian International Center for designing a program that was both educational and transformative.
Among the most eye-opening moments for Nxumalo was a visit to a community-led arts hub in Minneapolis. What he witnessed was a fully operational creative economy embedded into the urban development framework, where the arts contributed to job creation, tourism, reduced crime, and community revitalization. He was particularly moved by how intentionally the arts were positioned as core infrastructure rather than mere entertainment.
Another defining experience for Nxumalo was the exchange of ideas with fellow delegates from across Africa. From discussions in Washington, DC to collaborative sessions in New Orleans, the delegation became a think tank of practical solutions and visionary goals. Delegates shared innovations such as government-supported media quotas, mobile-based arts education, and cultural policy frameworks. These engagements not only broadened his perspective but led to tangible collaborations, including the development of a Pan-African digital residency program currently in the works.
Nxumalo’s participation in IVLP also opened doors for impactful projects he plans to bring home. These include launching international creative exchange programs for Swazi artists, developing a multimedia public education toolkit to showcase the economic value of the arts, and establishing a recurring Creative Industries Forum to foster dialogue and innovation within Eswatini’s creative community. Insights gained from U.S. cities like Cincinnati and New Orleans will also guide local advocacy efforts to integrate arts into economic planning and policy.
Looking forward, Nxumalo believes Eswatini’s creative industries can thrive globally if supported strategically. He called for deeper investment in skills development, access to markets, digital infrastructure, and storytelling as a cultural export. He emphasized that national perception needs to shift, seeing the arts not just as a passion, but as a serious economic sector that can drive sustainable growth.
“Thanks to the IVLP, I now have a clearer roadmap and a stronger network to help make that future a reality,” he said. “Eswatini’s cultural voice is unique, and with the right support and bold strategy, it can echo across the globe.”
The podcast episode titled “Arts & Commerce from Africa to Lanesboro”, featuring Lution Nxumalo and South African theatre director Lesedi Job, is available on Global Minnesota’s website from July 30 to August 21.
(Courtesy Pics)
