‘Alliance’s Brewed’ to assist artists

MMB Brand and Marketing Manager Tṧotetsi Seema

By Kefiloe Kajane

Christmas will come early for local artists when the ministry of tourism, environment and culture hosts a two-day fundraising event in their honour at ’Manthabiseng Convention Centre this coming weekend.

Dubbed ‘Alliance Brewed’, the initiative is financially backed by Alliance Insurance and Maluti Mountain Brewery (MMB), and will see performances by no less than 80 local artists.

Tourism, environment and culture minister Lekhetho Rakuoane says the event is in response to the plight of artists who saw their incomes take a nosedive as a result of Covid-19 restrictions.


Rakuoane said the ministry had taken note of the predicament of those involved in creative industry, hence this Covid-19 relief initiative.

“Although entry to the event is free, we are still going to abide by the Covid-19 regulations, so we will stick to the 250 maximum capacity.

“If the initiative turns out to be a success, we might consider making it an annual event that showcases local music and promotes Basotho culture.

“We are expecting Basotho to come out in numbers with their masks and sanitizers, spotting their local brands. We want to promote and embrace our culture,” he said.

He thanked Alliance Insurance and MMB for bankrolling the event, and exporessed hope that this is not the last time.”

MMB brand and marketing manager Tṧotetsi Seema said: “we heard of the artists’ hardships from the ministry, so we decided to team up with Alliance to support this project. It is our responsibility to support Basotho wherever we can because we owe our very existence to them.”

For her part, Alliance Insurance communications and marketing manager ‘Makeabetsoe Mabaleha disclosed that M220 000 will be disbursed among the artists.