By Tariro Mugadza
It’s been just over a week since I attended Zimfest, having had my first experience of the festival in 2007 when I was in a pushchair under a year old, and I’m already ready to grab tickets for the next one. Alongside the overwhelming joy and warmth this year’s event left me with, I’ve also been carrying a deep sense that I experienced something truly meaningful, something far beyond just having fun. It stirred something within me, strengthening my connection to my roots and heritage. After all, it’s not every day that I get to be among my people, especially beyond the familiar walls of my home.
This was my second time inviting non-Zimbabwean friends to Zimfest, and it gifted me with an even deeper appreciation for my culture and heritage. Witnessing their genuine curiosity, enthusiasm, and respect for Zimbabwean culture was profoundly moving. Seeing them light up with joy and admiration for the very things I grew up loving is something I will never forget.
Whether they were drooling over the culinary delights, like chakalaka and boerewors (shoutout to Just James MCR for that delicious lunch!), or captivated by the visual brilliance of Zimbabweans showing up and showing out in style, the day was filled with heart-warming moments and an overwhelming sense of pride.
Reflecting on their experience at this year’s Zimfest, my friends shared some powerful sentiments. Anton, who is UK-born and half-British, half-German, said, “I’m not even from Zimbabwe, and it made me feel more connected to its culture.” Fikunmi, who is Black, Yoruba, and migrated from Nigeria to the UK at the age of three, said, “Going to Zimfest allowed me to connect to a culture that wasn’t my own, yet I still felt welcomed, like an honorary Zimbabwean.”
Finding a Sense of Identity and Belonging
Living in the Diaspora, I know firsthand that it is simply not possible to constantly return home or physically engage with your people. This is where festivals like Zimfest step in by providing the much-needed opportunity to be amongst your people, to fully embrace and express your native identity and to rejoice in a common sense of cultural pride.
Here in the diaspora, the culture I was raised with—from the daily home-cooked meals to the décor adorning our walls, from the music blasting during our gochi gochi and braais in the back garden to the spirited family games of Crazy Eights—does not reflect the culture I encounter the moment I step outside my front door.
Back home, stepping out and being surrounded by your own people is part of everyday life. But here, in the diaspora, those moments are rare—and therefore deeply precious. This is especially true for those of us who grew up or lived in predominantly white areas, in places we’ve never truly identified with and perhaps never will. In spaces where, for years and sometimes even now, simply seeing another Black person in town becomes a moment of excitement.
Tinaye, a second-generation Zimbabwean migrant who was raised in South Africa and moved to the UK for boarding school at the age of 12, attended Zimfest for the first time this year. She commented: “Zimfest is a reminder of how much community you can find in the UK being a Zimbabwean and I find that important as someone who has gone to predominantly white schools.”
For, as a second-generation migrant, I am one with those whom I simply do not have immediate access to. Yet, at Zimfest, there is that precious opportunity to truly feel that strong, unwavering power of unity and Ubuntu as I join with my community.
Ruvarashe, a second-generation Zimbabwean migrant born and raised in the UK, commented on Zimfest as “a powerful way to connect with my roots.” Exploring the distinction between first-generation and second-generation migrants, she stated: “While first-generation migrants carry lived memories of home, I often navigate identity through culture, music and community. Zimfest helps bridge that gap by providing a space dedicated to belonging, pride and a deeper understanding of my heritage.” Alongside the inherent sense of belonging that comes along with attending Zimfest, there is the more personal, individual aspects of being able to walk around comfortably knowing that I will not stand out or receive looks of fear or judgement simply on the basis of skin colour alone.
Tinaye further stated: “It’s quite easy to feel isolated and feel like you’re out of place and losing your culture. But, when you’re surrounded by people and hearing your language even though you are not in your country, you realise that you are not alone.” Zimfest is empowering in that, I know that guaranteed for at least one day of the year, I will be able to evade the everyday sense of minority to exist within the majority on the Zimfest grounds – just like kumusha.
Commenting on her experience as an African migrant living in the Diaspora, my friend Fikunmi further stated: “It was hard fitting into British culture and often I felt alone, but being at Zimfest helped me know that I am not alone, and even with people outside of my own culture I have a family.”
Looking Back and Looking Forward
The establishment and organisation of such a significant and meaningful celebration of culture and identity is far from a lacklustre trick which can be pulled together overnight but rather a process of resilience, dedication, determination and reflection.
Stuck in a mesmerising haze of Zimfest nostalgia, I became curious to find out more about how and why Zimfest has become such a noteworthy event on both a personal level, for me as a second-generation Zimbabwean migrant living in the Diaspora, and on a community level for the thousands of people I join with each year. This led me to ask a representative from the Zimfest organising team to reflect on the main motivations for Zimfest, the vision for Zimfest itself and the vision for the generations to come:
- Concerning the main motivations, the representative responded: “Zimfest Live was established to celebrate Zimbabwean culture, music, and heritage, uniting the diaspora and supporters. The festival offers a vibrant space for attendees to appreciate traditions, share stories, and enjoy Zimbabwean music. It also serves as an educational platform, enhancing understanding of Zimbabwe’s history, while promoting local artists and crafts to boost global recognition of its cultural heritage.”
- Regarding the Zimfest’s team dream vision of Zimfest, the representative replied: “Our dream for Zimfest is for it to become a globally renowned cultural festival that showcases Zimbabwean culture while promoting cross-cultural exchanges and collaborations. It should be a space for learning, celebration, and creating lasting memories.”
- Discussing the Zimfest team’s hopes for the generations to come, the representative stated: “Celebrating culture, language, and traditions is essential for achieving success and innovation. Future generations should embrace their heritage while succeeding in new environments. Confident in their identities, they can build cultural bridges and promote inclusivity and diversity. By leading with empathy and creativity, they honor both their ancestry and contemporary communities.”
Although gone are the days of seeing Mtukudzi (MHSRIEP) – the first high-profile musician to play at Zimfest – and Mukanya onstage, there are so many magnificent ways Zimfest has continued to improve over the years since its “humble beginnings” as a come together without the focus on music that we appreciate nowadays. This includes the innovation of the festival to include the younger generation by adding features such as the Fun Fair and the Amapiano tent. Tinaye further commented: “It’s great to see so many young Zimbabweans, South Africans and Africans embracing their culture and keeping up with the mainstream artistry of Zimbabwe even though we do not live there.”
Personally, I loved how the layout of Zimfest improved this year, with the Fun Fair area becoming more central. Despite being too old for the trampolines, it was a delight to discover that I still qualified to ride the Ferris wheel. What a superb way to soak in the views at Zimfest! I personally cannot wait to try out the swing ride that made its first appearance this year, next year!
The Zimfest organisers’ representative commenting on Zimfest’s plans to become even bigger and fresher said: “To enhance Zimfest, the plan includes featuring diverse, internationally acclaimed artists and introducing new activities like dance sessions and cultural exhibitions for various age groups. A hybrid experience with virtual attendance will attract a global audience. By gathering continuous attendee feedback, Zimfest aims to innovate and remain relevant, ultimately creating an inclusive celebration that fosters unity and pride in cultural heritage.”
I have always felt included at Zimfest and appreciated it as a family festival. However, this year, there were some community concerns raised about Zimfest remaining as family friendly and inclusive as previous years. With respect to these concerns, the Zimfest organising team representative expressed: “Zimfest aims to create a family-friendly atmosphere by enhancing its appeal for all ages. Key initiatives include:
- Encouraging a dress code that promotes decency and respects cultural values, ensuring an environment that is welcoming and comfortable for attendees of all ages.
- Offering family-oriented activities like children’s workshops and storytelling
- Establishing designated family zones for relaxation and play
- To ensure safety, vendor policies on shisha sales will be reviewed, and security measures will be increased.”
Community Business Ethics
It is thanks to Black Zimbabwean-owned businesses such as Nyama Butchery (now closed) in Birmingham and Mwanaka Fresh Farm Foods in Walsall and local businesses such as Palmers in Milton Keynes and Joseph Morris Butchers that I have grown up with the gap between life in the Diaspora and life kumusha more bridged. Growing up, stepping through the PVC strip curtains of the Nyama butchery – donned the “maputi shop” by either me or my sister and eventually the whole household – felt like arriving at Narnia itself. It is here that I developed my lifelong love for lemon creams and Mazoe’s cream soda. In August 2023, I was blessed to be invited to celebrate the renowned Mwanaka Fresh Farm Foods’ “20+ years of farming” in Cambridge. The day was deeply emotional and inspiring to see such great success and be told such poignant stories within my very own community.
From the small stores selling wonders beaming with Zimbabwean pride, such as gorgeous jewellery (shoutout to Rungano from Paper Pieces for the beautiful, sustainable jewellery I bought last year), stylish Zimbabwean apparel and mouth-watering snacks, to the major sponsors, such as World Remit and Diaspora Insurance, the message is clear: it is fundamental that we as Black Africans, support Black owned and African owned businesses. The money spent here has so much more significance and promotes far more ethical business practices than a quick order from the likes of Shein and Temu. For example, in the UK, it is a reality that “the Black British community has a spending power of £300 billion, yet only 2% of this is spent within Black-owned businesses.” By supporting Black owned and African-owned businesses, you contribute to alleviating existing economic disparities and breaking down systemic barriers that bog down Black enterprises.
Commenting on the economic significance of Zimfest and wider community impacts, Jeff Madzingo, the CEO and Founder of Diaspora Insurance, stated that “Zimfest is a very significant event in more than one way. Beyond the socio-cultural importance, it glues a thriving community celebrating identity and togetherness.” He further stated “We, Diaspora Insurance, always plug in as a sponsor to make it worthwhile and economically viable to the organisers because Zimfest as a whole is not just an opportunity to empower each other, but a little economy where our black spending power is leveraged to prop up small community businesses that serve us as a people.” By supporting the businesses of our people, we also invest in the economies of our home countries. When devouring delicious plates of food at Zimfest that leave you wanting to lick your fingers, it is not only the body that is being gloriously fed, but our businesses, our economies and our people.
While Zimfest is very much about being together and interacting as a people, we must not forget the tangible, physical grounds and natural environment of Zimfest that allow us to partake in our festivities side by side. As well as maintaining respect for each other as attendees, we must also respect the venue and the natural grounds upon which we have been united and brought together as a community. After Zimfest, there were eyesores of waste littering the once green Herts Country Showground and a dismal afterparty of litter picking and waste removal had begun.
In response to my queries on what Zimfest could implement and introduce to reduce waste and become more sustainable, the representative from the Zimfest organising team commented: “Partnering with environmental organisations boosts recycling through more bins and community education on waste disposal. Collaborating with vendors to reduce single-use plastics and use biodegradable materials supports sustainability. Hosting workshops provides practical tips, fostering lasting environmental awareness. This strategy minimises waste and enhances community engagement for a greener future.” As for the hideous congregations of waste dumped and abandoned by attendees at the venue after the event, the Zimfest representative stated: “Efficient post-event waste management is essential for sustainability. Key strategies include:
- Increasing bin availability
- Implementing color-coded bins for waste sorting
- Organising volunteer clean-ups
- Providing clear signage and educational workshops
Collaborating with local waste management services for effective processing.”
Here’s to a more green, clean and sustainable Zimfest!
The music, artistry and dancing
Zimfest is a place where people of all ages can dance as one.
Within a behind-the-scenes video displayed to the audience at a school fundraiser before my performance, I explained, “Dancing in general [it was a tap performance] has always been such a passion of mine and a large part of that is credited to my heritage as a Shona person”. Zimfest wholeheartedly made me feel the power of this acknowledgement. Through dancing and music, I immediately feel connected to my heritage, culture and history. This is why, as a second-generation Zimbabwean migrant living in the Diaspora, I am grateful to be able to attend festivals like Zimfest where you can fully embrace and enjoy the collective melodies, basslines, sways and shuffles that pulse through your body and tenderly deliver you home. Whether in the queue for food, walking across the grass to the main action or in the middle of the Amapiano tent, we were jiving and vibing. We were truly here. After leaving early morning and driving hours on the motorway to get to Zimfest, the sight of the Amapiano tent in the distance as we increasingly approached the Herts County Showground not only raised the energy in the car but also reenergised my sleepy self in the left backseat. Unaware of how the day’s events would unfold, I began to feel prepared and excited – a true testimony to the power of Zimfest.
One special, cherished thing about the celebration and rejoice that occurs at Zimfest is that we rejoice in our mother languages. Living in the Diaspora, my mother tongue, Shona, is a language that often goes unheard as you pass by strangers on the street, get taught in the classrooms or converse with peers. Yet, at Zimfest, Shona is far from scarce. Reflecting on her experience in the Amapiano tent and in front of the main stage, Tinaye stated, “People being able to pronounce the lyrics stood out to me the most. Hearing the crowd singing what sounds correct was quite shocking.” The opportunity to hear your language being spoken, sung and chanted en masse is an undeniably soul-soothing experience that I never take for granted.
Despite not understanding the lyrics of the songs, I have watched my non-Zimbabwean friends turn into absolute fanatics of Zimbabwean music and Amapiano. From some never even hearing of Amapiano before, humorously mistaking it for me saying “I’m a piano” to jumping in a manner almost as spirited as Jah Signal in the Amapiano tent, it was pure bliss to see them fully embrace the Zimbabwean rhythms and festivities. Seeing their excitement to see Winky D grace the Zimfest stage as headliner once again was a wonderful way to end our time at Zimfest. Winky D’s stage presence is undoubtedly barrier-breaking not just beyond language but for the physical distance from kumusha. Despite the headliner no longer onstage and the Zimfest crowds already dispersing, it wasn’t yet our time to go. At least, not before taking some group pictures at this year’s newly added Zimfest sign adorned with the colours of the Zimbabwean flag. What a way to close off such a monumental day of unity, pride, radiance and transcendence!
While this year’s Zimfest lineup certainly did not cease to enthral and entertain, there are still ways to improve, especially with regard to inclusivity and diversity. In response to my inquiry about the diversification of Zimfest to, for example, include more languages and a more diverse lineup with more women, the representative from the Zimfest organising team replied: “Incorporating other African languages into Zimfest would enhance inclusivity, celebrate diverse cultures, attract a wider audience, and foster cultural exchange. Zimfest focuses on enhancing diversity by including more languages and a varied lineup, actively seeking female artists from diverse African backgrounds. Future plans involve partnering with cultural ambassadors and community leaders to highlight unique contributions from different African communities.”
Conclusion
These are the reasons why I, as a second-generation migrant living in the Diaspora, have always felt Zimfest is the day of summer, if not the year, that I always look forward to. From the small joys of finding out I wasn’t too old for the ferris wheel to the big joys of watching my non-Zimbabwean friends indulge in Sadza for the first time and later repeatedly scream at the top of their lungs in unison with the Zimfest crowds “Noooooo” in response to Winky D asking “Can I go home?”, Zimfest is a true refresher for the soul and spirit. We must come to festivals such as Zimfest to celebrate, support and rejoice as a people with Ubuntu ablaze.
I simply cannot stop scrolling through the new memories captured in my camera roll. The return home after Zimfest has not just been physical – equipped with new, beautiful jewellery to adorn at my next outing and a cheeky packet of lemon creams my mum surprised me with this week – but emotional, spiritual and transcendental. The warmth of Zimfest takes me back to my few but meaningful moments kumusha such as sitting across the blazing fire and bonding with my loved ones to watching vana sekuru nanambuya jive while Zim classics such as Mukanya’s Chimurenga music ring out. The event began with rain leading us to take cover in the Amapiano tent – with our dance moves making it all less miserable – and, as the festivities progressed and picked up, it was not just the daylight that got brighter and clearer.
