Mainstream, but never One-Dimensional

.........Meet Mainstream beyond the Mainstream

It is difficult to introduce Sikhulile Dlamini by naming just one thing she does. She has been behind a microphone, on a stage, behind the scenes managing artists and at a radio desk putting together the music that keeps Urban Express moving.

 

Known to many as 'Mainstream', Sikhulile has built her career by taking on different creative roles and allowing each experience to lead to the next. She first became known through podcasting, where she spent time speaking to local and international artists and covering events across the country. It was an early introduction to the entertainment industry, but it was not where her work stopped.

Finding her voice through conversation

Podcasting gave Sikhulile a platform to have conversations with people working in music and entertainment. Through interviews and event coverage, she became a familiar presence within Eswatini’s creative community and developed a reputation for being comfortable around artists and audiences alike.

Over time, she began exploring other forms of creative expression. Writing became an important part of that process, particularly through her project Pipe Dreams and Theatrics, where she worked with poetry and prose.

The move from interviews to writing was not necessarily a departure from what she had already been doing. Both gave her a way to tell stories and explore ideas, but writing allowed her to do so from a more personal place.

Her work eventually expanded into live entertainment, where she found another natural fit as an MC. Sikhulile has hosted a number of major events in Eswatini, including Swazi Plaza Nights, the Diva’s Concert and Fête de la Musique. 

Live events require a different kind of presence from podcasting or radio. There is no opportunity to edit a moment once it happens, and an MC has to keep an audience engaged while making sure the programme stays on track. It is a role she has taken on comfortably, adding event hosting to an already varied career.

Her work in entertainment now also includes radio. She is a host, music compiler and co-producer for Urban Express on EBIS 2, while also working in artist management. She is also the face of the ongoing Swazi Plaza Nights. For Sikhulile, these different roles have become part of the same career rather than separate pursuits.

A different kind of collaboration

Her latest work moves away from entertainment and towards wellness. Sikhulile has partnered with La Santé Spa on a campaign focused on mental well-being, a subject that has become increasingly relevant to her as someone working in an industry that often comes with demanding schedules and a lot of public-facing work.

As part of the Women’s Month campaign, Sikhulile and La Santé Spa worked with creative Yaya Ntuli on the campaign’s visuals.The partnership also has a personal connection. She was previously a client at La Santé Spa, making the collaboration a natural progression from a relationship she already had with the business.

“My world is fast-paced and highly demanding, whether I am on stage or behind the scenes on a passion project. This partnership is my way of giving back to our communities through acts of wellness and kindness. It is a true full-circle moment for me as I began as a dedicated client, and now partnering with them feels completely organic,” Sikhulile says. 

The campaign reflects a side of Sikhulile that audiences may not always see when she is working. Behind the events, radio shows and brand collaborations is someone who also understands the need to step away from the pace of the industry.

 She has also worked with a number of brands and organisations throughout her career, including Pick n Pay GlowGetter, Swazi Plaza Properties, Word!s Conversations and Alliance Française.

Her experience across media and entertainment has allowed her to work comfortably across different types of campaigns. She understands how to communicate with an audience, whether that is through a live event, a radio programme, a conversation or digital content.

That ability to move between different formats has become a defining part of her professional life. For Women’s Month, the partnership with La Santé Spa brings together two parts of her work, her public profile and her interest in wellness. The campaign will culminate in an online and in-person luxury giveaway aimed at helping participants move into the new season feeling refreshed.

Making room for the next chapter

There is still plenty happening in Sikhulile’s career. She continues to work in radio, event hosting, artist management and entertainment, while also taking on collaborations that allow her to explore different interests.

What stands out about her career is its variety. She has not built it around a single title or role, and there is no indication that she intends to.

From podcasting and poetry to radio, live events and wellness campaigns, Sikhulile has continued to find new ways to use her voice. For now, one of those ways is also encouraging people to slow down and make time for themselves.

It is a fitting message for Women’s Month, particularly from someone whose own career has been built around being constantly on the move.

 Those interested can follow @dlaminisikhulile_ and @lasante.spa for details.