Uganda’s music scene is on the brink of a revolution, but most artists are still missing the playbook to turn their passion into a sustainable career. The second edition of the Amplify Uganda Music Expo (AUMEX) at MOTIV Kampala wasn’t just another event—it was a wake-up call. Under the bold theme “Building a Scalable Future for Ugandan Music,” hundreds of creators, industry heavyweights, and fans converged to tackle the burning questions: How do we elevate Ugandan music from local gem to global powerhouse? And here’s where it gets controversial: Is the industry doing enough to support its own?
Organized in partnership with Guinness Smooth and Talent Africa Group, AUMEX wasn’t your typical talkfest. It was a dynamic hub for actionable insights, from music rights and royalties to talent export and brand collaborations. The day kicked off with a game-changing demo of UGATUNES, Uganda’s homegrown music distribution platform, led by CEO Shadrack Kisame. But here’s the part most people miss: It’s not just about uploading your music—it’s about owning your distribution and understanding the backend infrastructure that makes or breaks your career.
One of the standout sessions, “The Infrastructure Behind the Art,” featured Amanda Gowa (Africa Creatives Alliance), Keith Lubega (Xpressions UG), and Khalil Rahman (Kigali Multimedia Hub). They didn’t just talk about music; they unpacked how creatives can pivot into sustainable business ventures. Bold question: Are artists thinking big enough, or are they still trapped in the ‘starving artist’ mindset?
Another eye-opener was the panel “Stop Waiting to Be Discovered! What Artist Development Really Looks Like.” Dominic Clare (Nyege Nyege Records), Kuseim (African Bureau of Music), Rasheeda Nalumoso (British Council), and Collin Serunjogi (CMH Live) dropped truth bombs about the investment and structure needed to build careers that last. Controversial take: Maybe ‘discovery’ is a myth, and success is 90% strategy.
Meanwhile, the Ssese Nation DJ Workshop gave aspiring DJs hands-on training with Uganda’s top DJ collective, proving that skill-building is just as crucial as talent. And in “From Creation to Collection: Maximising Music Royalties,” Blessing Manafa (OneRPM), Motolani Alake (Virgin Music Group), Geoffrey Ekongot (Uganda Musicians Association), and David Tayebwa (Josplay) broke down the nitty-gritty of metadata, publishing, and monetization. Ekongot’s mic-drop moment: “If you don’t understand your publishing, someone else will—and they’ll profit from it.”
But it wasn’t all serious talk. Kenyan PR guru Anyiko Owoko, influencer Lucy Bunyenyezi, and Roy Tumwizere (Diageo Uganda Breweries Limited) shared insights on personal branding and influencer partnerships. Roy’s golden nugget: “Even when it feels like no one is watching, your growth compounds quietly.”
The day wrapped with “Breaking into Emerging Markets: Global Touring Strategy,” where Jenny Tan (TOORLY), Ali Alibhai (Talent Africa Group), and Ayanda Ngcobo (Nasty C’s Artist Manager) revealed how fan data and digital platforms can catapult artists onto the global stage. Thought-provoking question: Are Ugandan artists leveraging these tools, or are they still relying on traditional methods?
The event culminated in the AUMEX Showcase, an electrifying concert featuring Son of Aboda, Vini Mercy, Tungi, Echoled, Expect Xhavi, and DJ City Girl. But the night belonged to South African hip-hop sensation Nasty C, whose high-energy set as part of his Ivyson Tour left the crowd in awe. Denise Nazzinda, Brand Manager – Guinness Smooth, summed it up: “When creativity is given the right stage, it doesn’t just entertain—it inspires a generation to dream bigger and create boldly.”
Among the distinguished guests, H.E. Virginie Leroy, Ambassador of France to Uganda, hailed Kampala as “a melting pot of creativity that continues to surprise and inspire.” Loïc Boivin, Director of Alliance Française Kampala, emphasized collaboration as the backbone of a sustainable industry.
So, here’s the big question: With all this knowledge and momentum, what’s stopping Ugandan music from dominating the global stage? Is it infrastructure, mindset, or something else entirely? Let’s debate this in the comments—because the future of Ugandan music isn’t just about talent; it’s about strategy, collaboration, and bold action.
