MALKERNS — Cowboy hats, denim, boots and Western-inspired outfits gave the fifth edition of the Eswatini Farmers Market a distinctive look, but the activity at Malkerns Country Club on Saturday, 10 October, extended well beyond the dress code and the music stages.
Under the overarching theme 'Melting Culture', the event brought together music, fashion, food, lifestyle businesses and social interaction, with performances from local and South African artists forming the entertainment programme. At the same time, vendors used the gathering to introduce their products to potential customers, placing entrepreneurship alongside the festival’s more visible attractions.
The combination offered a broader picture of what the Farmers Market has become: an event where people come to be entertained, express themselves through fashion, spend time with friends and family, and engage with businesses operating within Eswatini’s growing lifestyle and creative economy.
The cowboy theme was among the first things to distinguish this year’s edition. Attendees were encouraged to interpret the instruction 'Look Like a Cowboy' in their own way, making fashion part of the experience rather than simply a dress code to be followed.
Cowboy hats, boots, denim and Western-inspired accessories became part of the event’s visual identity, while individual interpretations allowed room for personal style. The result was a gathering in which the audience contributed to the overall character of the occasion, complementing the entertainment on stage with a fashion statement of its own.
That diversity was reflected in the programme, which brought together artists working across different sounds and performance styles, alongside fashion, food and other lifestyle offerings. For an event built around several interests, the appeal lies partly in the opportunity to move between them. Music attracts one audience, fashion draws another, while the food and vendor stalls provide additional reasons for people to explore the venue. Together, these elements give the gathering a character that extends beyond a conventional concert.
Music remained central to the day, with performances spread across the Main Stage and the Texas Stage. The programme featured a mix of established names and local talent, including Zee Nxumalo, Oscar Mbo, Royal Musiq and Gifted Kosie among others.
Local performers were an important part of the entertainment offering, demonstrating the range of talent contributing to Eswatini’s contemporary music scene.
Gifted Kosie brought a performance that combined DJing with choreography, working alongside dancers whose movements added a visual dimension to the set. The performance placed the emphasis not only on the music being played but also on the coordination between the artist and the dancers.
On the decks, local DJs including Zulu D, Bandora, AyaCity and Sgitha contributed to the programme, while Jnr SA brought Amapiano to the audience. Oscar Mbo’s appearance introduced his signature deep house sound to the festival. The South African DJ, who spoke about his longstanding connection with Eswatini, also hinted at a forthcoming collaboration with a local creative, suggesting that the relationships formed through performances can extend beyond the event itself.
Zee Nxumalo brought another dimension to the line-up, performing in a white outfit and drawing on familiar songs including Thula Mabota, Awe Mah and Ama Gear. Backed by her dance crew, her set brought together choreography and popular music in a performance that featured prominently among the evening’s attractions.
Across the stages, the variety of performers allowed the festival to accommodate different musical preferences rather than rely on a single sound. The programme also placed local artists alongside performers from South Africa, creating opportunities for audiences to engage with both homegrown talent and established regional acts.
The significance of that combination extends beyond the entertainment delivered on the day. Events of this nature provide platforms for artists, DJs and dancers to reach audiences outside their regular performance spaces. For local creatives, such opportunities can contribute to visibility, professional relationships and future bookings.
A physical market creates a different kind of interaction between businesses and customers. Visitors can examine products, ask questions, compare offerings, and make purchasing decisions on the spot. Business owners, meanwhile, can observe customer responses and receive immediate feedback on their products.
For smaller enterprises, that direct engagement can be particularly valuable. Building a customer base often requires more than having a good product; it also requires visibility, trust, and opportunities for people to experience what a business offers. Events such as the Farmers Market bring those elements together in one setting.
The commercial activity also highlights the range of businesses that can participate in a lifestyle festival. Food sellers, fashion entrepreneurs, craftspeople and other vendors can reach a common audience without having to attract customers to separate locations.
However, participation comes with costs. Preparing stock, transporting products, setting up displays and staffing a stall all require resources. While an event can create opportunities for sales and exposure, the financial benefit to individual vendors ultimately depends on their costs, customer demand and the amount people spend.
The benefits may also extend beyond immediate sales. A customer who discovers a brand at a festival may return later, recommend it to others or follow its activities online. For an emerging business, that continued engagement can be as relevant as the transactions made on the day.
The economic dimension of the Farmers Market is not confined to the vendors visible among the stalls. A festival of this nature brings together several activities that depend on people attending, travelling, preparing for the occasion and spending money.
Artists and DJs contribute their services, while dancers and other performers form part of the production. Vendors prepare their businesses for the event, and the wider gathering creates demand for goods and services associated with the festival experience.
The cowboy dress code itself offers an example of how a theme can influence spending. Attendees looking to participate may choose to purchase hats, boots, denim or accessories, while others may adapt items already in their wardrobes. Although the extent of spending on themed clothing at this edition has not been quantified, the dress code created a clear connection between the festival’s identity and personal consumption.
Food and lifestyle offerings add another layer to that activity, giving visitors options beyond purchasing tickets and paying for entertainment.
The potential economic reach of the event also raises questions about how much of the spending remains within local businesses and supply chains. Vendors selling locally produced goods, for example, may benefit differently from businesses sourcing products elsewhere. Similarly, artists, suppliers and service providers can experience different levels of benefit depending on their arrangements with organisers and customers.
Without figures on attendance, vendor turnover, employment or visitor spending, the overall economic contribution of this edition cannot be calculated. But the range of participants makes clear that the event creates a setting in which entertainment and commerce operate alongside one another.
This is an important consideration as Eswatini continues to develop events that appeal to audiences through music, culture, food and lifestyle experiences. The ability to attract people is one part of the equation; the opportunities created for businesses and creatives form another.
The fifth edition of the Eswatini Farmers Market brought these elements together through a combination of performance, fashion and commercial activity.
Each element served a different purpose, but their presence within one event helped shape the overall experience. The performances offered entertainment, the theme encouraged participation, and the vendors gave the gathering a practical commercial dimension.
For Eswatini’s creative and entrepreneurial communities, the opportunity lies in how these elements can complement one another. A festival can give artists a platform, provide businesses with access to customers and offer audiences an experience that combines several interests in a single outing.
At Malkerns Country Club, music and fashion were among the most visible features of the Farmers Market. Behind them was a broader gathering of people, talent and businesses sharing the same space a reminder that the life of a festival can extend well beyond its stages.
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