BY GCWALISILE MHLABANE
EZULWINI- In a move that signals a new era of professionalisation in the local music industry, Afro-traditional sensation Sancheziey hosted an exclusive corporate brand launch and strategic presentation at Plant Co (formerly Emfuleni Lifestyle).
The event served as a high-level briefing for current partners and potential stakeholders, mapping out the artist’s ambitious trajectory and reflecting on the momentum gained throughout 2025.
The gathering, described as a “conversational-presentation,” was far more than a mere showcase; it was a deep dive into the evolution of the brand. From the early days of the man behind the music to the meteoric rise following the hit “Siyabonga Gogo,” the event provided a 360-degree view of Sancheziey’s journey. “This was the birth of everything to be done by Salukazana this year,” the artist remarked, setting a tone of intentionality for the months ahead.
The emotional heart of the event lay in the reflections on Sancheziey’s upbringing. His mother, Nomsa Malinga, and his godfather, Mjuluko Dlamini, took to the podium to share intimate insights into the artist’s roots. These speeches painted a picture of a grounded individual whose current success is built on a foundation of discipline and heritage, detailing the man he was way before the fame and the artist he has become today.
The presentation featured a heavyweight panel of industry leaders, including Eswatini National Council of Arts and Culture (ENCAC) CEO Stanley Dlamini, ESWACOS CEO Mmeli Hlanze, and legendary artist Lodanda. Joining them were Thandi Dlamini, Director of the Kusile Kwetfu Cultural Fest, and veteran EBIS radio presenter Ntfombitanele Motsa. The day was dedicated to detailing the 2026 plan while providing assurance to industry players that the brand is positioned for the long run.
ENCAC CEO Stanley Dlamini lauded Sancheziey for his unwavering commitment to Eswatini culture. He noted that the artist’s participation in sacred traditional rites like Lusekwane proves he is more than just a singer; he is a true cultural ambassador. Dlamini further congratulated the management team for their strategic brilliance in the “Siyabonga Gogo” remix, specifically for reuniting the nation with the iconic voice of Lodanda.
On the administrative front, ESWACOS CEO Mmeli Hlanze offered critical industry advice, urging the artist to “step out of the parking lot.” Hlanze emphasized the necessity of ensuring all works are meticulously registered to allow the organization to effectively assist in collecting royalties, ensuring the brand remains financially sustainable as it scales.
The event was also punctuated by commercial success, as Sancheziey officially scooped a two-year extension deal with At Classic CUT Barbershop. The brand, renowned for keeping local celebrities “clean and fresh,” has solidified its relationship with the Umgidvo singer, ensuring he remains the face of their grooming excellence through the next two years.
Looking ahead, the Salukazana star revealed that the creative engines are already humming. Fans can expect a new wave of music soon, with the artist hinting that the next major release is strategically timed to coincide with the upcoming Buganu Festival. As the year begins, this event has successfully positioned the cards to ensure every move is played right in 2026.
#EPN #Sancheziey #BrandLaunch2026 #SiyabongaGogo #EswatiniCulture #ArtsAndCulture #ESWACOS #AtClassicCUT #Salukazana #LocalTalent
(Courtesy Pic)
