Botswana hosts second JAAM FEST
BETTY KNIGHT | Wednesday July 23, 2025 10:05
From the outset, our goal was simple yet ambitious: to create a space where African creatives can grow, share their work, and thrive—without feeling compelled to seek validation or opportunities abroad.
We launched JAAM FEST in 2024 with a modest budget of P12,000. Despite limited resources, the festival came to life through inspiring performances by the Royal Jazz Band, the gifted visually impaired Zimbabwean keyboardist Musi, and celebrated Botswana artists including Sebotso, Gaolaolwe (known as Oliver the Poet), and Leburu.
This year, the festival is evolving in exciting new directions. We are collaborating with Miss Florence Eunice Radisweng under the theme ‘Fashion Meets Music: The Journey to Cultural Renaissance.’
As part of this initiative, six Botswana-based fashion designers will each showcase 10 to 15 original looks during a curated fashion presentation. Each designer will also provide a performance wardrobe for an artist of their choice—bringing even more flair to the festival stage.
One look from each collection will be a mandatory piece of wearable art, inspired by a traditional musical instrument from the designer’s home region or elsewhere in Botswana. These pieces blend music and visual storytelling in imaginative ways, celebrating cultural identity through fashion. Finalists from Miss Universe Botswana will model the collections, turning the runway into a celebration of pride, beauty, and artistic collaboration.
Hosting JAAM FEST in Botswana also tells a broader story. Too often, Africa is portrayed in the media as a continent of crisis and struggle. This festival challenges that narrative by showcasing the strength, creativity, and innovation flourishing here at home. It offers an alternative vision—one rooted in local pride, economic independence, and cultural confidence.
We are also increasingly seeing the risks of seeking opportunities abroad. In July 2025, UK authorities dismantled a human trafficking ring that had targeted vulnerable individuals, including some from Botswana, luring them with promises of a better life in Europe, only to exploit them (UK Government, 2025). Stories like these underscore the importance of building meaningful, dignified futures right here on African soil.
JAAM FEST is our way of pushing back against the long-standing undervaluing of African creative work, both within our countries and on the global stage. In Botswana, as in many parts of Africa, the arts and music sectors rarely receive the same investment or recognition as other industries.
While athletes like Letsile Tebogo rightly receive national acclaim for their achievements, musicians and artists often face limited opportunities and feel compelled to look overseas. This festival seeks to change that by offering visibility, hope, and tangible support, especially for young and emerging talent.
We’ve been fortunate to receive support along the way. In April 2025, I reached out to Mr Willem Van Heerden, General Manager of Avani Gaborone Resort & Casino. He was on holiday when I called; I left my details and didn’t expect a response. But upon his return, he emailed me, and we arranged a Teams video meeting. That conversation led to a generous offer of complimentary rooms for musicians travelling from outside Gaborone—a gesture that exemplifies the kind of thoughtful leadership the arts sector needs. Likewise, Botswana’s High Commissioner to the UK, Shimane Kelaotswe, who facilitated connections with Botswana Tourism and Fairground Holdings, was instrumental in securing the event venue. Speaking on the partnership, Fairground Holdings stated: “As part of our partnership strategy, Fairground Holdings continues to support the growth of events in Botswana by collaborating with local organisers. This approach ensures that Batswana have access to a diverse range of inclusive entertainment experiences. In this spirit, Fairground Holdings is proud to serve as the Official Venue Partner for the JAAM Music Fest, hosting the event at our iconic Pavilion Restaurant.”
This collaboration marks an important milestone for the festival and reflects a growing recognition of the arts as a vital contributor to national culture and community life.
JAAM FEST 2025 will feature a diverse line-up spanning generations and genres. Audiences can look forward to performances by Johnny Mokhali, Stream Jazz, Solly Sebotso, Kabo Leburu, Oliver the Poet, Qoma, Miss Angel (winner of My Star Botswana), myself (B.K. Knight), and the phenomenal 10-year-old guitar talent, Little Frank from Mahalapye. The traditional dance group Mafitlhakgosi will also take the stage—blending the old with the new in one unforgettable celebration. Our current partners, including Fairground Holdings and Avani Hotels, have played a vital role in getting us this far. But to truly grow and make a lasting impact, we need more financial backing. Our vision for JAAM FEST extends beyond a once-a-year event. We aim to reach rural communities, mentor young creatives, and help build a robust, long-term creative infrastructure. To that end, we call on Botswana’s private sector—banks, telecoms, airlines, universities, and mining companies—to join us.
Investing in the arts isn’t just a feel-good gesture, it’s smart economics. Around the world, cultural festivals generate significant benefits. London’s Notting Hill Carnival, for instance, contributes an estimated £300 million to the local economy each year. In 2024, it drew over a million visitors and boosted sectors such as tourism, transport, and hospitality. The Glastonbury Festival is another example. In 2023, it generated over £168 million for the local economy and supported thousands of jobs. These events are more than entertainment, they’re economic engines. They show what’s possible when culture receives proper backing.
In the UK, government bodies like the British Council and Arts Council England consistently invest in festivals, touring funds, and youth-led initiatives. Many African artists have benefited from UK-supported cultural exchanges and residencies, gaining vital exposure and networks. But we don’t need to wait for foreign institutions to validate us—we can build that ecosystem ourselves. Botswana can chart a similar path. By investing in creative industries and young entrepreneurs, we can embed festivals like JAAM FEST into a broader national strategy for economic diversification and growth. The creative sector is not just about performance, it is about cultural identity, community, and innovation. Through mentorship, outreach, and collaboration, we are laying the groundwork for a creative economy that reflects African values and priorities.
Author Bio Betty Knight is a British/Motswana post-colonial critic, saxophonist, and former Botswana Police Service Sergeant. She is the author of A Nest Of Voodoo Dolls and Black Cloud Rider, and a contributor and editor in the Botswana Women Write anthologies. Currently completing a PhD in Critical and Creative Writing at the University of Winchester (U.K), her research explores colonial/postcolonial narratives, voice appropriation, and transatlantic literatures. She also holds an MA in Contemporary Literature and a BA in English Studies from the same University.