Ezulwini hosted a brand and strategy briefing by Swati traditional and cultural Afropop artist Sancheziey on Saturday morning, where he presented a review of his 2025 performance and outlined plans for 2026 to partners and prospective collaborators.
The session was held at Plant Co, formerly Emfuleni Lifestyle. The artist described the gathering as the starting point for activities to be rolled out under the Salukazana brand this year. Figures from the creative industry, cultural institutions and the media attended the meeting, which was structured as a conversational presentation.
Discussions traced Sancheziey’s journey from his early life before adopting the Siyabonga Gogo identity to his current career. His mother, Nomsa Malinga, and his godfather, Mjuluko Dlamini, reflected on his upbringing, setting the tone for a wider exchange on growth and direction.
Contributors included Eswatini National Council of Arts and Culture chief executive Stanley Dlamini, ESWACOS chief executive Mmeli Hlanze, veteran artist Lodanda, Kusile Kwetfu Cultural Fest director Thandi Dlamini from Nelspruit, and EBIS Radio presenter Ntfombitanele Motsa. The forum reviewed the past year, unpacked the 2026 roadmap and discussed areas for improvement, while giving partners assurance on the brand’s long term outlook.
Stanley Dlamini praised the artist for embracing culture beyond music, citing his participation in Lusekwane as a sign of cultural ambassadorship. He also congratulated the team behind the recent remix project for collaborating with Lodanda, whose voice remains valued by emaSwati.
Mmeli Hlanze spoke on the importance of professional readiness, encouraging the artist to ensure all his works are properly registered so that ESWACOS can assist with royalty collections.
On the business front, Sancheziey announced a two year extension of his partnership with At Classic CUT Barbershop. The local grooming brand, known for working with celebrities, has renewed its relationship with the Umgidvo singer.
The artist also revealed that new music is in the pipeline, with a possible release expected around the Buganu Festival period, as he positions his brand and creative output for the year ahead.
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