When His Majesty King Mswati III declared that “Eswatini must boldly stand out among nations,” the statement resonated across sectors of national life.
While it was widely interpreted within the context of economic growth and international positioning, within the creative industry, particularly music, the vision has found one of its most compelling expressions.
Over the past decade, Eswatini’s musicians have increasingly emerged as cultural ambassadors, projecting the Kingdom’s identity onto regional and global platforms. 
Through their work, they have demonstrated that music can serve as a powerful instrument of soft diplomacy, transcending geographical boundaries and connecting audiences through rhythm, language, culture and emotion.
A defining moment in this cultural shift came in 2016 with the release of ‘Tigi’ by Sands. Initially embraced as a local success, the song quickly gained traction beyond Eswatini’s borders, particularly in South Africa’s Mpumalanga province, where siSwati is widely spoken.
Its growing popularity culminated in a historic milestone when the music video premiered on Live Amp, then one of South Africa’s leading music television programmes. For an Eswatini artist, the moment was significant.
It represented more than television exposure. It demonstrated that music created in a small kingdom could cross the border, find an audience and compete for space within a much larger African entertainment market.
More importantly, ‘Tigi’ showed that international appeal did not necessarily require abandoning local identity.
Sands had not needed to erase his cultural roots to reach a South African audience. Instead, the song’s identity was part of its appeal. That success represented possibility.
Uncle Waffles takes Eswatini to the global stage
If Sands demonstrated that an Eswatini artist could break into the regional mainstream, Uncle Waffles demonstrated just how far that journey could go.
Born Lungelihle Zwane, the DJ rose to international prominence during the early 2020s, becoming one of the most recognisable young names associated with the global rise of amapiano.
Her breakthrough came after a performance at Soweto’s Zone 6 venue in 2021 went viral, with her set featuring the hit ‘Adiwele’ attracting widespread attention online.
International recognition followed, including public support from global superstar Drake. What began as a viral moment developed into an international career.
Uncle Waffles has since performed at major festivals and venues across different parts of the world, transforming herself from a rising DJ into an internationally recognised entertainment brand. Yet alongside that success has remained her connection to Eswatini.
Amapiano is a South African-born genre, but an Eswatini-born artist has become one of its most recognisable international ambassadors.
Her success has therefore expanded the definition of what it means for an Eswatini artist to take the country to the world.
Similarly, Zee Nxumalo has emerged as one of the young voices demonstrating the increasingly fluid nature of Eswatini’s creative identity.
Born in Eswatini and raised in Johannesburg, the singer occupies a cultural space that crosses national borders.
Her music has connected with audiences through contemporary South African sounds, while her background remains an important part of her identity.
