IN the echoes of a challenging economic climate, Zimbabwe’s creative industry has not been spared, leaving many musicians heavily reliant on arts promoters for live performance opportunities both locally and abroad.
As the creative landscape evolves, artistes seeking to remain relevant must move beyond the donor syndrome and the tendency to wait for promoters to create opportunities. Instead, they need to take the initiative, build their own platforms and market their brands with professionalism, innovation and consistency to attract strategic partnerships.
This is the path Everton Mlalazi, a multi-award-winning and internationally-acclaimed gospel musician, has taken in his career — setting an example of an artiste proactively building his brand and staging his own shows globally.
Mlalazi continues to be a torchbearer in the local arts sector as his fast-growing Ekhaya Worship Festival increasingly attracts corporate backing, evolving into one of the country’s most anticipated gospel events on the arts calendar.
Derived from the Ndebele word Ekhaya, meaning “home”, the festival has grown beyond a concert into a cherished annual homecoming for Mlalazi, who hails from Tsholotsho.
Hosted free of charge, the event offers a powerful atmosphere of praise, prayer and uplifting gospel performances from local and international artistes.
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The second edition of the festival, scheduled for Africa Day at Hartsfield Rugby Stadium, has received a major boost after Nyaradzo Group came on board as the principal sponsor.
The diversified company — which offers life assurance, funeral services and events management solutions — is expected to significantly enhance the festival’s production value, including a larger stage and a broader lineup of worship artistes.
“It’s here, the brand that makes us GREAT!!! Nyaradzo Group is coming on board as the official sponsor for this year’s Ekhaya Worship Festival. This partnership makes it possible to host more people, a bigger stage, a bigger lineup and lots more. Help us to welcome our Nyaradzo family as they come on board,” Mlalazi wrote on his social media platforms.
The gospel star expressed appreciation for Tikiti Events, which has partnered the festival as the official e-ticketing platform.
The involvement of corporates such as Nyaradzo Group and Tikiti Events is widely seen as a vote of confidence in the festival and a sign that the corporate sector increasingly recognises the value and influence of gospel music.
The growing public and corporate support for Ekhaya Worship Festival also demonstrates that when artistes take their craft seriously and remain consistent, people believe in their vision.
This year’s festival will bring together leading gospel artistes and worshippers from across the world in a celebration of faith, music and cultural unity.
The lineup reflects a rich blend of gospel artistry from different generations, cultures and worship styles, showcasing the diversity of the Christian community.
Among the stellar performers are South African gospel sensations Oncemore Six and Zanele Mokhethi, who return after performing at last year’s edition. They will be joined by Pastor Barak, Zimpraise, Family Voices and Zambian songbird Mwenda Shimunzhila.
Also set to perform are Takesure Zamar Ncube, Dumi Mkokstad, Canaan Nyathi, a cappella group Reality 7, Dunamis Men, Blessing Jeduthun, iWorship Zim, Conquerors, Mai Mwamuka, Lorraine Maplanka, Vocal Ex and UK-based Loveness Mukutirwa.
Mlalazi will also share the stage with Vusa Mangena and Minister Herman.