MBABANE- Eswatini’s creative industry is getting a major boost as Gem of Africa and local ride-hailing and transport platform LusitoHub have joined forces in a strategic partnership aimed at supporting the country’s growing music scene.
Announced on September 15, 2026, the partnership will see LusitoHub provide and sponsor transportation for all Gem of Africa artists attending events, shows, studio sessions and other official engagements.
The initiative is designed to give artists reliable and safe transport as they navigate the demands of their careers, while allowing them to focus on creating music, performing and connecting with their audiences.
Artists take the wheel
Adding star power to the collaboration, Gem of Africa artists Stella Jacobs and Sergy have been appointed as official brand ambassadors for LusitoHub.
The two artists will represent the transport platform at events, on tour and across Gem of Africa’s social media platforms, placing them at the centre of the partnership’s promotional activities.
Gem of Africa said the collaboration goes beyond simply providing transport, describing it as an effort to remove some of the barriers faced by artists.
“This collaboration is about more than transport. It’s about removing barriers for artists so they can focus on creating music and connecting with fans,” the organisation said.
The organisation also expressed appreciation to LusitoHub for supporting its vision and investing in the future of Eswatini’s entertainment industry.
‘Moving dreams’
For LusitoHub, the partnership is also about supporting the people behind Eswatini’s creative movement.
“At LusitoHub, we are not just moving people, we are moving dreams,” the company said, adding that the partnership would allow it to support creativity, talent and the people who bring Eswatini to life.
With Jacobs and Sergy serving as the faces of the collaboration, LusitoHub said it was looking forward to driving the movement forward.
The partnership is expected to contribute to greater visibility for local artists while improving their access to transportation for professional engagements.
It also comes as the local entertainment industry continues to create opportunities for artists, event organisers and other players in the creative economy.
For fans, the collaboration could mean more opportunities to see Gem of Africa artists at events across the country, as the organisation and LusitoHub combine music, mobility and brand visibility under one partnership.
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