By Zamandulo Ntshalintshali
MoMo Xperience is amplifying Eswatini’s creative economy—driving job creation, boosting small businesses, and accelerating digital inclusion.
This annual festival, powered by MTN Fintech and Melting C Events, is emerging as a vital force for cultural and economic change, demonstrating that entertainment can serve as a powerful catalyst for impact.
The event is designed for MoMo Customers to enjoy a day of fun with their families. A unique aspect of this event is its cashless nature. Families can have a fantastic day, make purchases, and conduct other financial transactions without using physical cash. All purchases and payments during the event will be processed through MoMo.
More than just a celebration of music and culture, the event acts as an economic engine—creating jobs, growing businesses, and providing meaningful opportunities for artists, vendors, and entrepreneurs alike.
During the launch of the second edition, Culolami Dlamini, Director of Melting C Events, characterized the MoMo Xperience as “where entertainment meets impact, showcasing local talent, regional acts, and the real economic value of the creative industries.”
The 2025 edition, scheduled for Saturday, 28 June 2025, at Malkerns Country Club, is already being anticipated as “bigger, bolder, and even more impactful” than its predecessor.
At its essence, the MoMo Xperience serves as a platform for artistic expression. Last year’s event attracted over 3,000 attendees, giving local performers the rare chance to share a stage with regional acts.
This year’s Phase 1 line-up includes Eswatini’s own Velemseni, Uncle Karly, Rekorder, Zwile, and Ayacity, alongside South African artists Mthunzi and Nontokozo Mkhize. This powerful mix of local and regional talent not only entertains but underscores the richness of Eswatini’s cultural identity.
MTN Fintech CEO, Sam Shongwe, stressed this point, stating: “We also recognize the vital role of arts and culture in shaping our national identity and economy. MTN Fintech is proud to support Eswatini’s creative sector by providing digital tools that help artists and cultural entrepreneurs transact securely and reach wider audiences.”
One of the festival’s most tangible economic impacts is its support for small and informal businesses. From food vendors to crafters, the MoMo Xperience fosters a vibrant marketplace where entrepreneurs can directly engage with thousands of potential customers. Crucially, all transactions at the festival are cashless, facilitated through the MoMo platform, ensuring safety and efficiency.
This year, the vendor stall application process has been streamlined to encourage greater participation. “Whether you’re serving flavour, fashion, crafts, or services, this is your chance to showcase your brand and connect with thousands of potential customers,” said Dlamini. Stall bookings are handled entirely via MoMo, aligning with the festival’s vision of a 100% cashless economy.
The MoMo Xperience plays a direct role in job creation by involving artists, technical crews, security personnel, and support staff. According to Stanley Dlamini, CEO of the Eswatini National Council of Arts and Culture, festivals are the largest employers of our youth. The MoMo Xperience exemplifies this, not just by providing temporary work but by fostering long-term industry connections and business opportunities.
Shongwe echoed this sentiment, noting that last year’s cashless festival at Malkerns was more than a celebration—it was a vision of a future where digital payments fuel enterprise, creativity, and everyday life.
As Shongwe explained, “MoMo is more than a product—it’s a lifeline for the unbanked, informal traders, and formal entrepreneurs. We are building a real-time ecosystem that empowers our customers.”
As the MoMo Xperience continues to expand, so too does its capacity to reshape Eswatini’s creative landscape. Tickets for the 2025 edition are now available exclusively through Smart Ticket, and vendor applications are officially open.
For Dlamini and his team at Melting C Events, the vision is clear: “To create powerful platforms where talent is seen, small businesses thrive, and we see positive economic growth.”