BY PHUMZILE NDLOVU
MANZINI – Monetising the Arts, will allow us to confront the key issues in the industry”
These were sentiments by the Honourable Minister of Sports, Culture, and Youth Affairs, Bongani Nzima, when officially opening the two-day Arts Summit and Arts Policy Launch at Jullios Lifestyle Centre, Manzini today. The theme of the summit is: Monetising the Arts.”
In attendance were National Council of Arts and Culture (ENCAC) CEO Stanley Dlamini. Panellists Executive Director of the Eswatini Copyright and Neighbouring Rights Society, Mmeli Hlanze, a veteran producer, sound designer, mixing and mastering engineer, music analyst Ziyawakazitha Matsenjwa, Becky Casting, and gospel artist Ndunduzo Matse and Music producer Ndumiso Dlamini who is the moderator.
The minister thanked the experts from South Africa who were in attendance, for taking time from their busy schedules, as well as the panellists who sacrificed time to be part of this initiative. He said, “This shows, without any doubt, your commitment to developing the arts sector in Eswatini. This Arts Summit is a conscious decision by the Ministry, working through ENCAC, to close the gap that has existed between you, as artists, and the Ministry. We realise that this gap has stifled collaboration and the understanding of the different but complementary roles we all have to play as stakeholders in developing the arts industry in our Kingdom. This summit, therefore, allows us to bring our heads together and come up with collectively owned strategies on how we can move the industry forward.”
He went on to add that “Most importantly, it is through regular dialogue that we can listen to each other and address the frustrations and concerns that, as should be expected, arise when we work towards a collective goal. This is a blueprint that has been championed by His Majesty King Mswati III through Sibaya, and it is our goal as a ministry to make such summits with you, as artists, regular to ensure that we are consistently on the same page.”
According to the minister the summit, held under the apt theme ‘Monetising the Arts,’ will allow them to confront the key issue in the industry—that of making our art a source of decent and sustainable livelihoods for artists. Nzima said there is no doubt that artists are immensely talented and creative. However, there is a need for their work to translate into profits, first to benefit them and others around them, thereby helping the country alleviate unemployment and poverty.
The minister highlighted that he was pleased to note that the topics for discussion during this summit will speak exactly to these ‘monetizing’’ issues, including contracts, music distribution, royalties, online facilities, hosting festivals, and accessing funding. It is through acquiring such knowledge that we can upscale our work to ensure that our art is managed as a business.
Nzima said Government was heavily invested in the success of the arts because it recognised that arts could be a vehicle for economic empowerment and alleviating many of the ills facing Emaswati, particularly the youth. “It is for this reason, therefore, that today we are also launching the new Arts and Culture Policy, which will guide the government’s and all stakeholders’ direction and investment in the arts and culture sector over the next five years,” Nzima said.
The minister shared that he was pleased to note that this policy was developed with strong and valuable inputs from artists, as well as other stakeholders such as the National Curriculum Centre, the Traditional Healers’ Association, and the Events and Promoters Association.
Nzima shared that it was important to develop a policy that reflected the views of all stakeholders on the ground. Critically, this policy seeks to strengthen a sense of identity and inculcate in the people of Eswatini an appreciation of and respect for their own arts and culture in order to reinforce a sense of national unity and pride.
The minister said that this is particularly important for artists because before their audience, which is mainly emaSwati, can support their art in its various forms, they need to have an appreciation of who they are and what makes us as emaSwati unique.
Identity is key, and it is the foundation upon which our art drives emaSwati towards appreciating their language. For example, we will see an audience that wants to enjoy music in SiSwati, an audience that wants to listen to siSwati comedy, and an audience that wants to read siSwati books.
“I therefore challenge you as artists to also take a lead in inculcating an appreciation of national identity among our people. Let us promote who we are as emaSwati in our art; there is space and a hungry audience for that. When we do that, our work will connect with the audience, but most importantly, it will stand the test of time, serving as an unbreakable chain of knowledge sharing on Eswatini’s history and customs across generations.”
The minister concluded by thanking UNESCO for supporting the development of this policy. I also wish to thank the consultants, LCC Capital, for brilliantly leading this important work. Lastly, I wish to assure you as artists and all arts and culture stakeholders that, as your ministry, we will listen to you and do our best to respond timeously to your needs towards creating a conducive environment for arts and culture development in Eswatini.
