Online Reporter
Langalakhe Mabena, Zimpapers Arts and Entertainment Hub
LAST week, the City of Kings, Bulawayo, came alive with the annual Bulawayo Arts Festival (Baf), a multi-disciplinary celebration of theatre, dance, poetry and music.
The week-long artistic showcase offered a kaleidoscope of entertainment, stirring the city’s cultural heartbeat. Yet, beneath the rhythm and colours of the performances, the festival revealed both triumphs and troubles.
While the Baf offered free entry to locals, turnout for most shows remained disappointingly low.
A survey conducted by the Zimpapers Arts and Entertainment Hub found that many residents were unaware of the festival’s programming until it was already underway. This lack of visibility left many wondering: how could a free cultural celebration, in a city renowned for its creative pulse fail to draw the crowds?
The answer, it seems, lies in promotion or the lack thereof.
As Bulawayo turns its eyes toward the upcoming Intwasa Arts Festival koBulawayo, set for 24 to 27 September, the shortcomings of Baf offer valuable lessons. If addressed earnestly, they could propel Intwasa into becoming the definitive cultural showcase that Bulawayo and indeed Zimbabwe deserves.
The glimmers in the gloom
Baf was not without its highlights. The Imbokodo Concert, which spotlighted powerful female voices and the Tshibilika Music Show both drew impressive crowds, showing the city’s enduring appetite for local talent. But such moments were few and far between. The overall sentiment pointed to a festival that lacked adequate promotion.
Many events, despite their artistic merit, played out to near-empty seats.
Marketing, the missing beat
Mduduzi Mdlongwa, an events and marketing expert, believes the most important takeaway from Baf is the necessity of robust, inclusive marketing. He urged Intwasa organisers to embrace a multi-faceted promotional strategy that extends beyond the typical arts audience and into the wider community.
“We’ve seen Intwasa partner with musicians like Msiz’kay and Asaph before. This time around, they could rope in socialites like Sipho Mercent, who’s had a stellar year on social media and broadcasting,” said Mdlongwa.
“These influencers can create buzz through platforms that resonate with younger audiences, ensuring the festival is a consistent topic of conversation. Engagement must begin early and remain constant,” he added.
Indeed, in an era where digital presence often trumps traditional advertising, this strategy could be key.
Digital footprints and public touch points
Baf drew early criticism for using AI-generated posters. While innovative, the designs were interpreted by many as lazy and disconnected from the human creativity they were meant to promote. Mdlongwa stressed that while digital tools are important, the human element in storytelling and marketing must never be side-lined.
“Intwasa already has legacy and visibility on its side; it’s one of Zimbabwe’s longest-running festivals. But in this digital age, visibility must be dynamic and interactive,” he noted.
Suggestions include launching an active, dedicated website and social media accounts that not only share event details, but also provide behind-the-scenes content, artiste features, countdowns and interactive sessions. Yet, digital outreach must be complemented by on-the-ground visibility.
Last year, Intwasa took pre-festival events to Nkulumane and Cowdray Park, offering locals a glimpse of what to expect. Mdlongwa proposes expanding these outreach gigs to places like Mzilikazi, Iminyela, Nguboyenja and Emganwini, ensuring no corner of Bulawayo is left out.
“Never assume that everyone knows about the festival. Take the festival to them,” he said.
Affordability and accessibility
The other barrier to attendance, Mdlongwa added, is economic.
“Some theatre lovers can easily pay US$20 for a show if the production is strong, but the same doesn’t apply to music or poetry gigs,” he noted.
“Offer a tiered ticketing system, with affordable packages or family bundles to encourage mass participation.”
Making Intwasa inclusive and economically accessible will not only fill seats, but also fulfil its mission as a community celebration of the arts.
Director’s corner: Building from the ground up
Intwasa Festival director Raisedon Baya revealed that preparations for this year’s edition are well underway, with the 2025 festival set to run under the theme: “Imagine It, Experience It!”
“This theme reflects how art begins as a thought and is then brought to life for people to engage with,” Baya said.
To enhance community support, the festival has introduced the “Friends of Intwasa” campaign, a crowd-funding initiative that invites ordinary citizens to invest in the festival’s success.
“It’s a way of asking people to put their money where their mouth is,” Baya explained.
“We’ve had promising support so far and we believe we’ll reach our target by September.”
A chance for redemption
Bulawayo has long worn the crown of Zimbabwe’s cultural capital, but the crown is heavy and the weight of expectation is real. With creative talent brimming in every suburb and the city’s storied artistic legacy echoing through its streets, the stage is set. But passion alone won’t fill auditoriums. If Intwasa learns from Baf’s missteps, improving marketing, expanding outreach, ensuring affordability and harnessing the power of community engagement, it has every chance of becoming a resounding success.
As September draws closer, the responsibility is not only with the organisers, but with all stakeholders, the artistes, audiences, influencers, local businesses and the media.
Let us imagine it. Let us experience it. Let us support it. Only then can Bulawayo reclaim and reaffirm its rightful status as the undisputed cultural hub of Zimbabwe.
