MBABANE – Local artist Sancheziey took over Plant Co (the former Emfuleni Lifestyle) this past Saturday for a corporate briefing detailing the strategic trajectory of his brand for 2026.
The morning session on January 10 served as a masterclass in professional positioning. Sancheziey, born Mkhuleko Mangwe and known to his fans as ‘Salukazana’, presented his 2025 performance review alongside an ambitious roadmap for the current year to existing and prospective partners.
“This day was all about detailing the 2026 plan, how 2025 was and what we can improve and giving assurance to our partners and industry players that we are here for the long-run,” Sancheziey said.
The event utilised a conversational-presentation format, moving beyond the standard podium speech. A curated panel dissected the evolution of the brand, categorising it into two distinct eras: Sancheziey before ‘Siyabonga Gogo’ and Sancheziey after.
The emotional foundation was laid by his mother, Nomsa Malinga, and his Godfather, Mjuluko Dlamini. During the event, the pair provided insight into the artist’s upbringing and the discipline that predated his fame.
Stanley Dlamini, the Chief Executive Officer of the Eswatini National Council of Arts and Culture, commended the ‘Umgidvo’ singer for his authenticity. Dlamini noted that Sancheziey’s participation in the Lusekwane ceremony proves his commitment to Eswatini culture.
The corporate tone was reinforced by Eswatini Copyright and Neighbouring Rights Society (ESWACOS) Executive Director Mmeli Hlanze, who offered a reality check regarding intellectual property.
Hlanze urged the artist to ‘step out of the parking lot’ and ensure rigorous registration of all works. His message was clear: A creative brand is only as strong as its royalty collection and administrative backbone.
Sancheziey mentioned that the conversation also featured the likes of legendary artist Lodanda, whom he featured on his ‘Siyabonga Gogo’ remix, Kusile Kwetfu Cultural Fest Director Thandi Dlamini and EBIS radio presenter Ntfombitanele Motsa.
As for the music, the strategy is timed with the kingdom’s cultural heartbeat. Sancheziey hinted that the next wave of releases is expected to drop around the Buganu Festival.
Currently, Sancheziey is at a stage where his music is making waves on social media platforms. His ‘Siyabonga Gogo’ remix has surpassed 66 000 views on YouTube within three weeks of release.
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