The music industry in Uganda is a grind. Producing, writing, mixing, mastering, distributing, and publishing a song demands immense effort, time, and resources. Marketing, the beast that can make or break an artist, adds another layer of complexity. For those who break through and build influence, endorsement and ambassador deals with brands offer a golden opportunity to monetize their fame and expand their reach. Yet, a troubling trend persists: many Ugandan artists, even those with significant leverage, shy away from pitching to brands, expecting companies to come knocking. This sense of entitlement is a dangerous misstep in an industry where opportunities must be seized with both hands.

Creating music in Uganda is no small feat. From securing studio time to navigating distribution platforms, every step is a financial and creative hurdle. Marketing requires a strategic blend of social media savvy, live performances, and fan engagement, often with limited budgets. For artists who manage to “blow up” and gain a loyal following, endorsement deals can provide financial stability and exposure. These partnerships whether product placements, social media campaigns, or brand ambassadorships can fund tours, music videos, or even the next big hit. But securing these deals often requires proactive effort, something many Ugandan artists seem reluctant to embrace.

Conversations with influential Ugandan artists reveal a surprising mindset: many believe brands should approach them, not the other way around. This stems from a mix of pride and a misconception about their status. Having built a fanbase or scored a hit song, some artists feel pitching to brands is beneath them, as if it signals desperation or diminishes their credibility. This couldn’t be further from the truth. In the corporate world, it’s often the hungriest artists, those with smaller followings but relentless drive who send polished proposals and land deals. Meanwhile, established artists, comfortable in their success, miss out by waiting for opportunities to fall into their laps.

This entitlement is a luxury Ugandan artists can ill afford. Unlike global stars with massive teams and international reach, most Ugandan artists operate in a competitive, resource-scarce market. Brands, whether local or multinational, prioritize artists who demonstrate initiative and align with their values. Waiting passively risks being overlooked in favor of hungrier, less complacent peers.

Pitching to brands isn’t just about chasing money, it’s about building strategic partnerships that amplify an artist’s career. A well-aligned endorsement deal can introduce an artist to new audiences, fund creative projects, and enhance their brand image. For example, a Ugandan artist with a youthful, vibrant fanbase might pitch to a telecom company like MTN or Airtel, whose campaigns often target young consumers. By crafting a proposal that highlights their audience demographics and cultural relevance, artists can position themselves as valuable partners.

Moreover, pitching demonstrates professionalism and ambition, qualities brands respect. In Uganda’s growing economy, companies in sectors like fashion, beverages, and tech are increasingly open to collaborating with artists. But they won’t always seek out talent especially in a market where data on audience reach isn’t always readily available. Artists who take the initiative to research brands, tailor proposals, and negotiate terms stand out in a crowded field.

The reluctance to pitch to brands reflects a deeper issue: complacency. Many Ugandan artists, buoyed by local fame or social media clout, assume that their status is enough to attract brands. This mindset overlooks the reality of the corporate world, where brands prioritize measurable impact and seek proactive partners. By not pitching, artists miss out on financial support, exposure, and the opportunity to build long-term relationships that could sustain their careers through the industry’s ups and downs.

This complacency also risks alienating fans. In an era where authenticity matters, fans expect artists to hustle just as hard as they do. A poorly executed or inauthentic deal can backfire, but so can inaction. Fans admire artists who seize opportunities and elevate their craft rather than those who rest on their laurels.

To thrive in Uganda’s challenging music industry, artists must shed the entitlement mindset and embrace the hustle of pitching to brands. Here’s how to start:

• Know Your Worth: Understand your audience size, demographics, and influence. Use analytics from platforms like X or Instagram to gather data for your pitch.

• Research Brands: Target companies whose values align with your music and image. Local brands like Bell Lager or global ones like Pepsi often seek cultural ambassadors.

• Craft a Strong Proposal: Highlight your reach, fanbase, and how you can add value to the brand. Be clear about what you offer social media posts, event appearances, or product placements.

• Stay Authentic: Choose partnerships that feel natural to avoid alienating fans. For instance, a reggae artist might pitch to a sustainable brand rather than a corporate bank.

• Network Relentlessly: Attend industry events, connect with brand managers on LinkedIn or X, and leverage contacts, such as managers or peers, to open doors.

The music industry in Uganda is a battlefield where only the resilient thrive. Producing and marketing music is grueling, and endorsement deals can elevate an artist’s career. However, these opportunities won’t come to those who wait. Ugandan artists must overcome the stigma around pitching, recognize their value, and proactively seek partnerships. In a competitive market, the most ambitious artists, those who seize opportunities with both hands will rise to the top. It’s time to shed complacency and embrace the hustle. The next big deal is out there, but only for those willing to chase it.

On May 18, 2025, Uganda Airlines launched its highly anticipated direct flights from Entebbe to London Gatwick, marking a significant milestone for Uganda’s national carrier. Beyond boosting trade and tourism, this new route has the potential to invigorate Uganda’s vibrant entertainment industry. From music and dance to film and cultural festivals, the ripple effects of this connectivity could significantly enhance the sector. Here’s how the route is set to elevate Uganda’s entertainment scene.

Boosting Tourism and Cultural Engagement: The direct Entebbe-London route, operating four times a week, makes Uganda more accessible to UK travelers, a key market for tourism. In 2024, UK-Uganda trade was valued at £606 million, with tourism playing a significant role. Visitors flocking to Uganda’s national parks, such as Bwindi Impenetrable Forest and Queen Elizabeth National Park, often seek authentic cultural experiences. This includes attending traditional music and dance performances, local festivals, or storytelling events that showcase Uganda’s rich heritage.

Uganda Airlines has embraced this cultural appeal by offering passengers an onboard taste of Uganda from the Luwombo that was served at the inaugural flight. These experiences can inspire tourists to explore local entertainment, from performances at the Ndere Cultural Centre to the Kampala International Theatre Festival. Increased tourist footfall could drive demand for such events, providing more platforms for Ugandan artists to shine.

Strengthening Diaspora Connections: With over 200,000 Ugandans living in the UK, the direct flights offer a convenient link for the diaspora to reconnect with their homeland. This community has long supported Uganda’s entertainment industry by attending concerts, funding creative projects, and collaborating with local talent. The ease of a nonstop flight could encourage more frequent visits, fostering stronger cultural ties.

For instance, Ugandan musicians like Joshua Baraka and comedians like Anne Kansiime could see increased opportunities to perform for diaspora audiences in London, while also bringing global influences back home. The diaspora’s investment in entertainment whether through event sponsorships or film production could inject much-needed capital into the industry, enabling larger-scale projects.

Opening Doors for Business and Investment: The London route strengthens economic ties between Uganda and the UK, as evidenced by the UK business delegates who joined the inaugural flight and also attended the UK-Uganda Trade and Business Forum. This connectivity could attract investors to Uganda’s burgeoning entertainment sector. Partnerships in music production, film studios, and event management could emerge, offering local artists access to better resources and international markets.

For example, Uganda’s film industry, has gained global attention for its low-budget, high-energy action films. With easier access to London’s media and entertainment hubs, Ugandan filmmakers could secure collaborations or distribution deals, elevating their work to a broader audience. Similarly, music festivals like Nyege Nyege could attract international sponsors, enhancing their scale and impact.

Global Exposure for Ugandan Talent: London is a global cultural capital, home to renowned music venues, film festivals, and media platforms. Direct flights make it easier for Ugandan entertainers to access these opportunities. Musicians, actors, and comedians can now travel to London for performances, auditions, or networking without the hassle of multiple layovers. The route’s cargo capacity also enables artists to export cultural products, such as music merchandise or film DVDs, to European markets.

Conversely, UK artists may find it simpler to visit Uganda, leading to cross-cultural collaborations. Imagine a British DJ ie. 1Xtra’s AfroSounds Show with DJ Edu teaming up with a Ugandan producer like Axon for a track that blends Afrobeat with electronic music or a London-based filmmaker shooting a documentary in Kampala. These exchanges could put Ugandan entertainment on the global map, fostering innovation and visibility.

Positioning Uganda as a Regional Entertainment Hub: Uganda Airlines’ London route complements its existing network, with seamless connections to African cities like Nairobi, Lusaka, Johannesburg, and Dar es Salaam. This enhanced connectivity could position Entebbe as a hub for regional entertainment events. International artists and audiences could fly into Uganda for festivals, concerts, or film premieres, thereby boosting the local industry.

Events like the Pearl of Africa Tourism Expo or the Nyege Nyege Festival could draw larger crowds, with Uganda Airlines facilitating travel logistics. The airline’s ambition to compete with regional giants like Ethiopian Airlines could further amplify Uganda’s appeal as a cultural destination, benefiting entertainers and event organizers alike.

A Bright Future for Uganda’s Entertainment Industry: The launch of Uganda Airlines’ Entebbe-London route is not just a travel milestone; it serves as a gateway to new opportunities for the entertainment industry. By driving tourism, engaging the diaspora, attracting investment, and providing global exposure, this route could help Ugandan artists, musicians, and filmmakers reach new heights. With strategic efforts to leverage this connectivity, Uganda’s entertainment scene is well-positioned to flourish, proving that the “Crane in the Clouds” can lift more than just passengers.

On April 3, 2025, TikTok quietly launched its “TikTok for Artists” platform in select markets, including Australia, New Zealand, Japan, South Korea, and Indonesia. This bold step signals a commitment to empowering musicians worldwide. Although Africa, including Uganda, is not part of this initial rollout, TikTok’s promise of a broader global expansion hints at exciting possibilities for Ugandan artists. With TikTok already a cultural force in Uganda where viral dances and music clips regularly gain traction, this new platform could revolutionize how local musicians build their careers, connect with fans, and break into the global market.

Uganda’s music industry is a vibrant mix of genres, including Afrobeat, dancehall, and Kadongo Kamu. Artists like Joshua Baraka, Eddy Kenzo, Sheebah Karungi, and Vinka are already using TikTok to amplify their reach. TikTok for Artists takes this a step further by offering tools designed for promotion. Imagine a Ugandan artist like Joshua Baraka launching a pre-save campaign for his next single on Spotify or Apple Music directly through TikTok, rallying her fans with a single tap. The platform’s Music Tab would organize her catalog, making it easy for fans, both local and international, to discover her hits like “NaNa” or explore new releases.

The analytics tools provided by the platform could be invaluable. Ugandan musicians would be able to see which of their songs garner the most views, likes, or shares, allowing them to pinpoint what resonates with their audience. For an emerging artist in Kampala, this data could be the difference between a local gig and a viral hit that attracts the attention of producers in Nairobi or London.

TikTok thrives on community, and Ugandan artists could leverage this through the platform’s fan spotlight feature. Imagine a fan in Gulu creating a dance video to John Blaq’s latest track, only to have it featured on his official profile. This not only rewards creativity but also deepens the bond between artists and their supporters. In a country where music is often a communal experience, think of the lively scenes in Kabalagala or the street performances in Jinja, this could transform digital interaction into real-world loyalty.

For artists with limited resources, TikTok for Artists could level the playing field. Exclusive merchandise drops, a feature of the platform, might allow a musician in Mbale to sell branded caps or digital downloads without the need for a major record label’s budget. While payment systems like Stripe aren’t yet widely available in Uganda, TikTok’s global ambitions suggest they may adapt solutions, potentially partnering with local mobile money platforms like MTN Mobile Money or Airtel Money, which dominate local transactions.

Uganda’s music has long enjoyed regional appeal, with stars like Jose Chameleone influencing audiences across East Africa and beyond. TikTok for Artists could significantly enhance this by exposing Ugandan sounds to a global audience. The platform’s legendary role in music discovery consider how Rema’s “Calm Down” went from Nigeria to global success could allow a Ugandan artist to turn a well-timed TikTok campaign into an international hit, resonating in cities like Lagos, Johannesburg, or even Los Angeles.

However, the absence of an African rollout remains a challenge. TikTok has not specified when Uganda might be included, though its strong presence in the country where it is a top app among youth makes it a likely candidate once testing concludes. Markets like South Africa and Nigeria may receive priority due to their more robust digital infrastructure, but Uganda’s growing creative scene and TikTok’s history of supporting African talent, including cash grants for creators in 2021, suggest that it’s only a matter of time.

Of course, challenges persist. Internet access in rural Uganda can be inconsistent, and data costs might limit how many fans engage with these new features. Artists will also need to navigate the platform’s learning curve to maximize its potential. Yet, the rewards could be substantial. With TikTok for Artists, a musician in Lira could transition from busking to building a sustainable career, all from their smartphone.

As TikTok prepares to share more details in the coming weeks, Ugandan artists should position themselves for this wave. The platform isn’t just a tool; it’s a stage, a megaphone, and a bridge to the world. When it becomes available in Uganda, it could mark a new era for a music scene already brimming with talent, transforming local legends into global icons.