By Siphesihle Dlamini
“Incentives are spurs that goad a man to do what he doesn’t particularly like, to get something he does particularly want.” These are the words of the Former Administrator of the United Nations Development Programme, Paul Gray Hoffman.
They ring true to the current state of entertainment in Eswatini. Once upon a time in the vibrant Kingdom of Eswatini, awards were the talk of the town. Celebrities from all corners of the country eagerly awaited the annual event, where they would be recognized and celebrated for their talent and hard work.
However, as the years went by, a subtle shift began to take place, leading to a noticeable decline in the willingness of artists to participate in the awards. One of the main reasons for this decline was the lack of financial support for the awards ceremony.
In the early years, sponsors were eager to be associated with the glitz and glamour of local awards, providing generous funding for prizes, performances, and production costs.
However, as the economy of Eswatini faced challenges, many sponsors began to pull back, leaving the organizers struggling to put together a show that could match the standards of previous years.
Another factor that contributed to the dwindling value of local entertainment awards was the growing sense of disillusionment within the entertainment industry.
As the same names seemed to dominate the nominations year after year, many up-and-coming talents felt discouraged, believing that the awards had become more about politics and connections than true talent.
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This perception led to a decline in the number of submissions for consideration, as some artists questioned the value of participating in an event that seemed to favour the same few individuals.
musician Lyrikal Busta won three out of five Music Video of The Year awards (in 2018, 2019, and 2021) during the five editions of the MTN SWAMA Awards, all thanks to the crispy and crystal-clear lens of Direktor Kwenu.
Going back to the issue of incentives, only a blind man cannot see how demotivated most artists are by the lack of financial input for local creative awards.
We should be thankful for the Eswatini Creators Awards who are at least trying. In all honesty, most artists are discouraged or show no interest.
In 2021, the MTN SWAMA Awards were the talk of the town and at least, it had something for artists. On the last edition of the awards, winners were awarded E10 000 for each category and the ‘Song of the Year’ award, which was the ultimate award, walked away with E20 000.
This money helped the artists in their many creative endeavours, and it was extremely inspirational. Who would not want to be nominated or even submit for consideration? That MTN SWAMA Awards package was not bad as compared to the neighbouring SAMA Awards package.
In 2021 according to information sourced from The Gold Axis, The Top 5 categories were awarded cash prizes worth E15 000, excluding the ‘Album of The Year’ which had a prize of E25 000.
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Lifetime Achievements, International Achievement and Public Votes categories’ winners walked away with E20 000.
The less-paying categories at that time were Technical Awards, Best Selling Awards and Most Streamed Song of The Year, which all had E10 000 cash prizes.
As the excitement and anticipation surrounding the awards wane, artists find themselves questioning the value of participating in such events.
Without adequate incentives, such as monetary rewards, opportunities for exposure, or career advancement prospects, artists are left feeling undervalued and demotivated.
This lack of recognition and support can lead to a decrease in creativity, productivity, and overall morale within the entertainment industry.
Incentives play a crucial role in motivating artists to excel in their craft. By offering tangible rewards and recognition for their hard work and talent, artists are inspired to push boundaries, explore new creative avenues, and strive for excellence.
Incentives can also provide artists with the financial stability and resources they need to further their careers, invest in their art, and reach a wider audience.
Moreover, incentives can foster a sense of community and camaraderie within the entertainment industry, encouraging collaboration, innovation, and mutual support among artists.
When artists feel valued and appreciated for their contributions, they are more likely to engage with their peers, share knowledge and resources, and collectively elevate the quality and diversity of Eswatini’s entertainment scene.
By re-evaluating the current landscape of the local entertainment awards and implementing strategies to enhance incentives for participants, the industry can revitalize its creative spirit, inspire a new generation of artists, and reaffirm its position as a cultural powerhouse in the region.
What about awards enhancing exposure? In all honesty, it is not that much of a bad idea if the awards provide much-needed recognition in the music community and attract revenue.
The exposure gained from winning an award can help artists reach new audiences, attract potential buyers, and build a loyal following of fans who appreciate their unique style and creative vision.
One practical example of that exposure is the Grammy Awards.
The Grammies, presented by The Recording Academy, do not offer cash incentives to winners but winning a Grammy can have a significant impact on an artist’s career in various ways.
Winning a Grammy is a prestigious honour that is widely recognized and respected within the music industry and beyond.
The Grammy Awards are considered the highest achievement in music, and receiving this accolade can elevate an artist’s status and credibility, leading to increased visibility, respect, and recognition within the industry.
Winning a Grammy can also have a positive impact on an artist’s commercial success. The Grammy Awards are watched by millions of viewers around the world, and winning a Grammy can result in a surge in album sales, concert ticket sales, and streaming numbers.