Hosting annual music awards tricky - CEO Stanley
Eswatini’s music industry has been buzzing with discussions about the challenges and opportunities of hosting an annual music awards ceremony.
Stanley Dlamini, the Chief Executive Officer (CEO) of the Eswatini National Council of Arts & Culture, shared insights on the matter, shedding light on the complexities involved in organising such an event in the country.
Recognising the significance of music awards, there has been a growing demand within the Eswatini music community for a national awards ceremony. Artists, industry professionals, and music enthusiasts have all voiced their support for a platform that not only celebrates local talent but also fosters growth, exposure, and collaboration.
In an exclusive interview with Eswatini Financial Times, Dlamini acknowledged the existing gap in music awards and explained the strategic reasoning behind it. According to him, this gap serves the purpose of maintaining quality within the industry.
He stated that the Arts and Culture Council, which he heads, organises the Arts and Culture Awards every two years. The next edition is slated for 2024, following the previous ceremony held in 2022. Dlamini emphasised that given Eswatini’s relatively small size, hosting annual music awards becomes a challenge in terms of upholding the standards and dignity of the event.
One of the key issues Dlamini highlighted is the repetitive nature of winners and nominees in the music industry. He pointed out that it is often the same individuals who dominate the scene year after year, making it difficult to introduce fresh faces and maintain the element of surprise. With a limited pool of exceptional artists, many categories end up featuring familiar names repeatedly.
Dlamini also sheds light on the unique challenges faced by Eswatini when it comes to partnering with radio stations for awards. Unlike in many other countries, where private radio stations play a significant role in promoting and influencing the music scene, Eswatini’s radio landscape is predominantly national, with different priorities. Dlamini explained that radio stations have the power to make a song the ‘Song of the Year’ and elevate artists’ visibility. However, in Eswatini, the selection of the ‘Song of the Year’ relies solely on votes and performances, which often leads to a lack of public awareness and recognition of the chosen song.
In a country where music is deeply ingrained in its cultural fabric, the absence of music awards in Eswatini has left the local music industry yearning for recognition. While the nation boasts a rich musical heritage and a pool of talented artists, the lack of a prestigious platform to honour their craft has had a profound impact on the industry’s growth and development.
The absence of music awards in Eswatini has had a profound impact on the music industry, stifling its growth and limiting the opportunities available to local artists. The establishment of a prestigious annual music awards ceremony would not only provide much-needed recognition but also foster healthy competition, encourage artistic growth, and attract investment into the industry.
Musical heritage
With such a platform, Eswatini’s music industry can flourish, showcasing its rich musical heritage to the world and providing its talented artists with the recognition they truly deserve.
Music awards catalyse artists, providing them with the recognition and validation they need to propel their careers forward. These events not only celebrate artistic excellence but also act as a springboard for emerging talent, fostering healthy competition and inspiring musicians to push their creative boundaries.
One of the most significant consequences of not having music awards in Eswatini is the limited exposure that local artists receive. Without a dedicated platform to showcase their talent, many musicians struggle to gain visibility beyond their immediate circles. This lack of exposure hampers their ability to attract a wider audience, secure record deals, and collaborate with international artists, ultimately limiting their potential for growth and success.
Additionally, music awards play a crucial role in promoting healthy competition and encouraging artists to continually improve their craft. The absence of such recognition can lead to complacency within the industry, as artists may feel less motivated to push their boundaries and strive for excellence. As a result, the overall quality of music production in Eswatini may suffer, hindering its ability to compete on a global scale.
Furthermore, music awards serve as a platform for networking and collaboration. These events international exposure not only showcases the talent of Eswatini artists but also opens doors for collaborations and further opportunities abroad. While celebrating the industry’s growth, Dlamini acknowledged that there are still challenges that need bring together artists, industry professionals, and music enthusiasts, fostering an environment conducive to creativity and innovation. Without such gatherings, the opportunities for artists to connect, learn from one another, and collaborate on new projects are significantly diminished.
The absence of music awards also impacts the financial viability of the industry. These events attract sponsors, investors, and advertisers, injecting much-needed financial support into the music ecosystem. Without this additional funding, artists may struggle to finance their projects, produce high-quality music videos, or embark on promotional campaigns to reach a wider audience.
In comparison, the neighbouring country South Africa has more strict music awards. There are Crown Gospel Awards that recognize the gospel powerhouse, the South African Music Awards (SAMA), and the Amapiano Awards, which celebrate Amapiano excellence. Around the world, there are many music awards such as the prestigious Grammy Awards and BET Awards among others. In Eswatini, the last time there was the 5th MTN SWAMA Awards which was last hosted in 2021. After these awards, there was an emergence of the then Social Media Awards, now known as the Eswatini Creators Awards which are not music awards but serve as a platform to empower, support, appreciate, and build the creative industry in
the kingdom. to be addressed. These challenges may include access to resources and fostering a sustainable ecosystem for artists to thrive. Dlamini remains optimistic that with continued support and collaboration, these obstacles can be overcome.