BY SIPHOSETHU MABUZA
MANZINI – Eswatini’s creative talent can find new ways to reach audiences beyond the country’s borders, with regional platforms such as the Global Creative Summit (GCS) creating opportunities for artists and entrepreneurs to showcase their work, build industry connections and explore new markets.
The summit’s engagement with Eswatini creatives at its Lesotho edition in September brought the country’s artistic talent into a wider regional conversation about the commercial potential of Africa’s creative industries.
The participation of musicians Judah Soul and Cy Ndukwemnyama highlighted how cross-border platforms can give local artists opportunities to introduce their sound to new audiences and connect with players in the regional music industry.
GCS has continued to promote this approach through initiatives that bring creativity and business together. Its Expo Market at the Nyatee Impact Foundation’s State of the NPO Address featured collaboration with J Kweendom and Malebo Accessories, showcasing the potential of creative businesses to reach wider audiences.
For Eswatini, such platforms present opportunities that extend beyond music. Fashion designers, accessory makers, visual artists and other entrepreneurs can use regional exhibitions and industry gatherings to introduce their products to potential customers, build relationships with buyers and explore partnerships that may support business growth.
This is part of the wider Orange Economy, which recognises the economic value of industries driven by creativity, culture and intellectual property. When supported by effective business strategies, these industries can contribute to employment, entrepreneurship and economic development.
However, exposure is only the beginning. To benefit from regional opportunities, creatives need to develop professional portfolios, understand pricing, maintain consistent product quality and follow up on contacts made at performances and exhibitions.
Local institutions, sponsors and business organisations also have a role to play by supporting creatives with training, financing and connections to regional markets.
As GCS continues to create platforms for collaboration, the opportunity for Eswatini lies in turning regional visibility into lasting relationships, new customers and sustainable creative businesses.
The country’s talent has a place in the wider African marketplace. Building the connections to take it there could help more local creatives turn their passion into viable enterprises.
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(Courtesy Pic)
