In Eldorado Park, a community shaped by resilience, creativity and ambition, four young men decided to build something that would outlive their circumstances. In 2020, at a time when the world felt uncertain and most industries were shrinking, Malcom Wax, together with Cheslon Busby, Ashley Isaacs, and Azzhurudene Paulson, launched Umswenko Entertainment, a sound-engineering and DJ services company infused with talent, passion and unmistakable South African swag.
Their speakers now power weddings, matric balls, corporate functions, festivals and community celebrations. But behind every crisp microphone and perfectly balanced bassline is a story of friends who believed their skills could become a business and that their business could become a legacy.
“Umswenko means swag,” Malcom explains. “We wanted a name that reflected who we are young, confident, creative, and committed to delivering sound with personality.” The founders all grew up in Eldorado Park, where they developed a love for music and the technical side of events. What began as helping at local functions soon evolved into a business idea too promising to ignore.
Starting a company in the middle of a pandemic-era economy came with real challenges. Equipment was expensive, and capital was limited. Determined to move beyond conversations, Malcom secured a R60,000 bank loan something many young entrepreneurs struggle to do due to unemployment and lack of credit. That loan bought their first speakers, microphones and essential gear. “It wasn’t everything, but it was enough to begin,” he says.
The early days were humbling. Gigs were irregular, payments were sometimes late, and the team often put in more hours than their invoices reflected. But they kept going, focusing on building a reputation for clear sound, reliability, and professional service. “There were times we made almost no profit, but quitting wasn’t an option,” Malcom recalls. “We understood we were planting seeds.”
Running a service business came with unpredictable challenges. Weather disruptions could derail outdoor events. Load shedding forced them to hire generators to protect equipment and deliver consistent quality. Weekends—prime events time meant missing out on family moments. Now that all four founders are fathers, those sacrifices feel even heavier. Yet the responsibility of fatherhood also fuels their ambition. “We want to build generational wealth for our children. That purpose keeps us disciplined,” Malcom says.
One turning point for the business was the Kenyan New Year’s Eve Extravaganza in Turffontein. It was their largest and most complex setup, demanding careful planning, advanced technical skill and long hours. The success of that event confirmed that Umswenko Entertainment was no longer just a township startup it was a growing player in the events and sound-engineering space.
Their growth is rooted in understanding each founder’s strength. Malcom brings strong sales and negotiation skills. Ashley contributes business management expertise. Azzhurudene specialises in sourcing the right equipment. Cheslon ensures transport and logistics run smoothly. “Our teamwork is our real advantage,” Malcom notes.
As a young entrepreneur, he believes South Africa needs wider awareness about funding opportunities, business training and skills programmes. “There are resources out there, but many young people simply don’t know where to look. Access to information is major.”
Umswenko Entertainment has already worked in Gauteng, Mpumalanga and the North West, and the team is gearing up for national expansion. They plan to invest in more advanced equipment, pursue further sound-engineering qualifications and break into government and major corporate markets.
What began with borrowed equipment and big dreams is now a growing enterprise with vision, purpose and unstoppable ambition. Umswenko Entertainment is proof that when talent meets perseverance, even the smallest beginnings can build a powerful legacy one beat, one event, one opportunity at a time.
