In the heart of Eldorado Park, four young men decided to turn their shared love for music, sound and community into something bigger than themselves. In 2020, at a time when uncertainty clouded the world, Malcom Wax and his co-founders, Cheslon Busby, Ashley Isaacs and Azzhurudene Paulson built what would become Umswenko Entertainment, a company defined as much by its technical skill as by its unmistakable “swag.”
Today, Umswenko Entertainment’s presence is felt across weddings, corporate functions, festivals and family celebrations, but its story begins long before the speakers are wired and the first track plays. Transform SA sits down with Malcom Wax (29), one of the founders and Directors, to unpack the journey behind the brand, the sacrifices made along the way, and the vision driving this proudly South African sound-engineering collective. Transform SA spoke to Malcom Wax.
How was Umswenko Entertainment founded?
I founded Umswenko Entertainment together with three other guys, Cheslon Busby (29), Ashley Isaacs (30) and Azzhurudene Paulson (28) in 2020. We are all Directors of the company, and we all grew up in Eldorado Park, Johannesburg.
What does Umswenko mean?
Umswenko is a slang term for swag because our sound engineering and DJing services are brought with swag!
What kind of events do you provide your sound engineering and DJing services?
We provide our sound engineering and Djing services at a variety of events including corporate and church events, weddings, matric balls, festivals, baby showers, birthdays, year-end functions and graduation parties.We cater to a range of music genres including kwaito, lounge music, hip hop, R & B and amapiano to accommodate different tastes.
What do you most enjoy about running Umswenko Entertainment?
I enjoy ensuring smooth, seamless sound at events whether it be the sound of the music or the sound of the mics for the guest artist or speaker. I ensure that the sound is clear by checking that the bass, treble and levels are correct.I also love the opportunity to experience the joy at various functions!
What are the greatest challenges of operating your company?
We face various challenges including some clients taking long to pay us. Other challenges are having to postpone events if the weather is bad. In cases where power supply is unstable, we have to increase our costs so we can access a generator. It’s critical that power is stable so the sound quality isn’t affected and so our equipment doesn’t get damaged.Most events take place on weekends, so it can be tough missing out on spending time with family and friends.Running Umswenko Entertainment takes a lot of sacrifice, but it’s all worth it in the end. When we started the company, we were not making much profit. We were putting in a lot of effort, but not getting much in return. We are now making a profit and it’s so fulfilling seeing how much our company has grown from when it first started.
What kept you going through the tough times?
Our passion for sound and building a legacy for our kids kept us going when we were making little profit. We all recently became fathers and we want to create generational wealth for our children.
What are some of the major lessons you have learned through running Umswenko Entertainment?
I’ve learnt that it is important to make the most of the qualities of each founder/staff member to make a success of the business. In addition to running Umswenko Entertainment, I am also a salesperson and so my negotiation skills are really beneficial when dealing with current and potential clients. Ashley’s Business Management qualification really assists us to make the right investment decisions. Azzhurudene is knowledgeable about getting the right speakers and mics, while Cheslon’s great transport skills always come in handy.
How do you charge for your services?
We have different packages depending on if an event is indoors or outdoors, how many people will be at the event, whether you only want DJ or sound engineering services or both, and the travelling costs involved.
Do you provide your services throughout South Africa?
Yes, we provide our services in all provinces of the country. We have so far provided them in Joburg, Mpumalanga and the North West Province.
What is your most memorable moment in running your business?
One event that really stands out for us is providing sound at the Kenyan New Years Eve Extravaganza last year. It was targeted at Joburg’s Kenyan community and took place in Turffontein. It has been our biggest set up to date and one of our proudest moments.
What are your views on transformation?
My views on transformation are that while there are funding and skills development opportunities for small businesses, there should be greater awareness on the loans that are available and how to apply for them and various courses entrepreneurs can pursue to upskill themselves. As I work as a salesman, I was able to take out a R60 000.00 loan from the bank to start our business. With our high unemployment rate, many don’t have jobs so can’t take out loans. It is therefore important that more effort is made to build awareness about various funding opportunities among entrepreneurs.
What are your future plans for the business?
We aim to invest in more sound equipment, advance our education in sound engineering and provide our services to government and big associations. This will go a long way in taking us even further than we are.
