BY NELIWE NGUBANE (INTERN)
MBABANE— Winning choirs from the Standard Bank Choral Music Competition could soon take their talent to a bigger stage, as plans are underway to feature them at the popular Luju Festival in a move aimed at growing Eswatini’s cultural and creative industry.
This was revealed by Standard Bank Head of Brand and Marketing, Sanele Khumalo, who confirmed that discussions are ongoing to have competition winners perform at the festival. She said the initiative is meant to strengthen the link between music platforms and cultural development while giving choirs wider exposure beyond competition stages.
“We are in discussions to host the winners to perform at the Luju Festival as we definitely want to see the relationship grow, and music is one of them,” said Khumalo.
The development comes as Standard Bank unveiled a E355 000 sponsorship for the 2026 Standard Bank Choral Music Competition, set to take place at Esibayeni Lodge in Matsapha. The event is expected to bring together top choirs from across the country to compete for top honours.
Khumalo noted that the competition remains one of the country’s longest-running cultural platforms, attracting choirs, composers and conductors who showcase both traditional and modern choral music that reflects Eswatini’s rich heritage.
Beyond entertainment, the initiative is also seen as a tool for economic growth. Eswatini National Council of Arts and Culture (ENCAC) representative Mathokoza Sibiya said the arts sector continues to create jobs and opportunities for many young people.
He explained that with unemployment still a major challenge, creative industries such as choral music offer an alternative path for those who may not follow academic or office careers. Sibiya added that the sector supports various roles including coaches, adjudicators, facilitators and performers.
“We must not forget that since time immemorial not everybody was cut out for academics and office jobs,” he said.
He also highlighted the role of major festivals like Luju and Bushfire in expanding opportunities for artists and called for stronger partnerships between Standard Bank, the Eswatini National Choral Music Association (ENCMA) and other cultural organisations.
The planned Luju Festival performance is expected to not only reward excellence but also open new doors for local choirs, helping them grow their craft while promoting Eswatini’s cultural identity on larger platforms.
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(Courtesy Pic)
