MTN Bushfire: More Than a Festival
Hosted in the scenic Malkerns Valley, MTN Bushfire is a globally infused, authentically African celebration of music, art, and activism. Over 23,000 attendees per day from 55+ countries gathered for this sold-out event — a record maintained for 12 consecutive years. The festival has built a legacy not only of cultural celebration but of tangible social and economic transformation.
A Festival of Purpose: #BringYourFire
Guided by the powerful slogan #BringYourFire, MTN Bushfire calls on everyone — artists, attendees, partners, and communities — to contribute their energy towards addressing the social and environmental issues of our time. It’s a space where entertainment and activism blend seamlessly.
Economic Impact & Business Opportunities
In 2024, 112 traders generated over E9.5 million in revenue, with 68.5% being local businesses. From artisans to food vendors, the platform created space for entrepreneurship and authentic African innovation. The Global Food Village and Barn Marketplace buzzed with activity, showcasing gourmet street foods, ethically sourced crafts, and interactive brand activations.
Whether it’s a local woman selling handcrafted jewellery or an international sponsor engaging thousands through on-site experiences, Bushfire provides unmatched ROI by connecting brands to a purpose-driven, diverse audience.
A Summary Of Global Audience And Local Impact
- 23,000 attendees per day
- Visitors from 55+ nationalities
- Over 1,500 jobs created during the event
- E9.5 million generated by 112 local traders
- 76% of festival waste recycled
These are not just numbers. They represent jobs, livelihoods, and business growth in rural and urban Eswatini. For many small businesses and artisans, Bushfire weekend is the biggest commercial opportunity of the year.
Community Upliftment Through the Arts
Since 2007, the festival has supported two key beneficiaries:
- Young Heroes, providing for children orphaned by HIV/AIDS
- boMake Rural Projects, empowering women-led businesses in rural Eswatini
To date, over E4.1 million has been donated by MTN Bushfire to community development initiatives. Every purchase, every meal, and every piece of merchandise has a ripple effect.
Education, Skills & Opportunity
The EU Bushfire Schools Festival and Arts Round Table offer real opportunities for youth development, arts education, and creative industry training. These programs have reached:
- Over 10,900 learners and teachers
- 1,048 artists and professionals across Africa
This isn’t just about putting on a show — it’s about building the next generation of artists, changemakers, and cultural leaders.
Sustainability First: Green Your Fire
MTN Bushfire is also Africa’s green pioneer in the festival world. Its #GreenYourFire initiative recycles the majority of waste, eliminates single-use plastics, and plants trees to offset carbon footprints.
In 2024 alone:
- Over 35 tonnes of waste were collected
- 76% of that was recycled
- The Khula Tree Planting Program encouraged carbon offsetting
Business Beyond the Stage
Bushfire is a platform for economic inclusion:
- The Barn Marketplace connects local artisans with global buyers
- The Global Food Village lets small-scale food entrepreneurs serve thousands
- Brands engage a diverse, receptive audience through Main Arena activations and tailored partnerships
For sponsors and traders alike, the ROI is tangible — from product visibility to direct sales and long-term loyalty.
A Celebration of Collaboration
Through projects like CollaboNation and the IGODA Festival Circuit, Bushfire connects African artists with global platforms, audiences, and collaborators, helping export Eswatini and Southern African talent to the world.
Final Word: More Than Music
MTN Bushfire 2025 proved again why it’s consistently sold out year after year. It’s not just a festival — it’s a living, breathing example of how culture, commerce, and conscience can come together to shape a better Africa.
As the sun sets over the Malkerns Valley, the fire continues to burn — in music, in community, and in every action sparked by the call to Bring Your Fire.
