Farmer's Market 'Aura farms' its way to 5th edition

 

Five editions later, Farmers Market has earned its spot on Eswatini's social calendar. The event has grown from a market-inspired gathering into a full lifestyle experience, attracting thousands of people to Malkerns Country Club for music, food, fashion, vendors and a day that usually turns into much more than whatever people originally planned.

On October 10, 2026, Farmers Market returns to the same familiar grounds for its fifth edition, this time with the theme Look Like a Cowboy. The dress code may be new, but the formula that has helped the festival grow remains: bring people together, give them good music, plenty to eat and enough going on to keep them there. And judging by this year's line-up, the organisers are not playing it safe.

Five editions of finding its crowd

Farmers Market has steadily grown since its early editions, with each year bringing a bigger audience and a broader entertainment offering.

The 2024 edition, its third, attracted more than 2,000 people to Malkerns Country Club despite cold and rainy weather. The line-up included South African acts such as Nobuhle, Russell Zuma, Culoe De Song and Murumba Pitch, alongside a strong selection of Eswatini artists and DJs.

By the fourth edition in 2025, attendance had reportedly climbed beyond 5,000 people. The event brought together a mix of music, food, retail and lifestyle experiences, with Sun-El Musician, MÖRDA, MaWhoo, Kenza and MPHO.WAV among the performers.

 The festival grounds offered more than stages. Food vendors, clothing, jewellery, children's activities, games and other businesses turned the day into something closer to a pop-up lifestyle district.

The organisers also took the festival to different parts of Eswatini ahead of the 2025 event, holding more than 10 activations to build interest and push ticket sales.

That growth has given Farmers Market something that cannot be created by a poster or a big artist announcement alone: familiarity. People know the event. They know the venue. They know what kind of day they are signing up for.

For its fifth edition, Farmers Market has given itself a theme with a little more personality. Look Like a Cowboy.

It is an easy one to have fun with, whether that means boots, hats, denim or simply showing up ready to take the theme as far as your wardrobe allows.

More importantly, the theme gives this year's festival its own identity while the music does the heavy lifting on stage.

At the front of the bill is Zee Nxumalo, the Eswatini-born South African artist who has quickly become a familiar name in the region. Known for her Amapiano-influenced sound, distinctive vocals and energetic performances, her inclusion gives the fifth edition one of its biggest draws.

 Then there is Oscar Mbo, whose house sound brings a different energy to the festival. The South African DJ and producer has become a recognised name in the house music scene, making his appearance another strong regional addition to the bill.

The combination makes sense for Farmers Market. The festival has built its audience locally, but its line-ups increasingly give people a reason to travel in from across the region too.

The local names are not an afterthought

The regional stars may be bringing attention to the poster, but the local acts are just as important to the Farmers Market story.

DJ Cup, real name Welcome Zama Maseko, is among the latest additions to the line-up. With more than a decade in the entertainment industry, he has established himself within Eswatini's house music scene, working across Deep House, Afro House and Tech House.

His career has taken him to South Africa, Mozambique, Tanzania and Lesotho, while his awards cabinet includes Best House Song at the 2020 MTN SWAMA Awards and Best Collaboration in 2021.

DJ Cup has also spent time working behind the scenes in the creative industry. As Operations Director at NewLife Entertainment, his work extends into artist bookings, event management, sound hire, studio recording and mentorship.

Earlier this year, he represented Eswatini at the Kings of House 20.26 showcase in Maputo, Mozambique, adding another international appearance to an already busy run.

Sibu Manzini is also joining the festival, while Jazzwrld & Thukuthela, Argento Dust and Jnr_SA add further depth to the line-up.

The mix is important because Farmers Market has never been built solely around bringing international or regional names to Eswatini. Local artists and DJs remain part of what gives the festival its character.

The music may be what gets people through the gates, but it is not necessarily what keeps them there all day. Farmers Market has developed into a space where food vendors, fashion, lifestyle brands, entrepreneurs and creatives can sit alongside the entertainment.

Previous editions have included everything from food and clothing to jewellery, children's activities, games and other businesses looking to reach the festival crowd.

That makes the event particularly useful for local businesses. Instead of simply putting up a banner and hoping people notice, brands and vendors have an opportunity to meet the same audience that is already there for the music.

It also explains why the festival feels different from a straightforward concert. You can arrive for Zee Nxumalo and end up spending half the afternoon eating, shopping, catching up with friends and watching a DJ you had not planned on seeing. That has become part of the Farmers Market experience.

The 2026 edition arrives with a festival that has already proven it can grow. From more than 2,000 reported attendees in 2024 to more than 5,000 in 2025, Farmers Market has built a sizeable audience in a relatively short time. It has also developed a recognisable home at Malkerns Country Club and a format that allows music, food, fashion, business and entertainment to share the same space.

Now the fifth edition has added a new theme, a growing regional line-up and another opportunity for Eswatini's creatives and businesses to be part of one of the country's bigger lifestyle gatherings.

The confirmed line-up currently includes Zee Nxumalo, Oscar Mbo, DJ Cup, Sibu Manzini, Jazzwrld & Thukuthela, Argento Dust and Jnr_SA, with more names expected as the festival gets closer.

Tickets are available through Carrot Tickets, with General Admission at E300, children's tickets at E120 and VIP at E750. Farmers Market turns five on October 10, 2026 at Malkerns Country Club.

This time, leave the usual Saturday outfit at home. The market has a cowboy agenda.