The second edition of the Amplify Uganda Music Expo (AUMEX) lit up MOTIV Kampala over the weekend, drawing hundreds of artists, industry professionals, and music lovers under the theme "Building a Scalable Future for Ugandan Music."
Organised in partnership with Guinness Smooth and Talent Africa Group, the event created a vibrant platform for conversations around strengthening Uganda's creative ecosystem -- from music rights and royalties to brand partnerships and global talent export.
The day opened with a UGATUNES Demo led by Shadrack Kisame, CEO of Ugatunes, showcasing a homegrown digital distribution platform built to empower Ugandan creators. This set the tone for a series of thought-provoking sessions.
A panel on "The Infrastructure Behind the Art", featuring Amanda Gowa (Africa Creatives Alliance), Keith Lubega (Xpressions UG), and Khalil Rahman (Kigali Multimedia Hub)- explored how creatives can transform their art into sustainable business ventures.
Follow us on WhatsApp | LinkedIn for the latest headlines
Another standout discussion, "Stop Waiting to Be Discovered! What Artist Development Really Looks Like," brought together Dominic Clare (Nyege Nyege Records), Kuseim (African Bureau of Music), Rasheeda Nalumoso (British Council), and Collin Serunjogi (CMH Live) to share insights on the investment and structure needed for long-term career growth in the creative industry.
The Ssese Nation DJ Workshop gave aspiring DJs a hands-on experience in mixing and performance, led by Uganda's leading DJ collective.
One of the most engaging panels, "From Creation to Collection: Maximising Music Royalties," featured Blessing Manafa (OneRPM), Motolani Alake (Virgin Music Group), Geoffrey Ekongot (Uganda Musicians Association), and David Tayebwa (Josplay). The panel unpacked the crucial role of metadata, publishing, and monetisation in today's digital music landscape.
"If you don't understand your publishing, someone else will, and they'll profit from it," Ekongot remarked, drawing laughter and nods from artists.
"Because you've distributed your music doesn't mean all the boxes are ticked," added Manafa. "You need to know who's publishing your work and whether they're covering all territories."
Motolani Alake cautioned against chasing viral fame:
"The music still has to be good. Viral moments come and go, but the songs that last are the ones people connect with deeply."
Other sessions featured Kenyan PR specialist Anyiko Owoko, influencer Lucy Bunyenyezi, and Roy Tumwizere, Head of Advocacy at Diageo Uganda Breweries Limited, who shared lessons on personal branding and influencer partnerships.
Roy emphasised the importance of patience and consistency:
"Even when it feels like no one is watching, your growth compounds quietly."
Lucy added: "Even when you don't have a team, create the illusion of one. Be intentional, professional, and clear about what you want -- that's how you attract serious collaborators."
In the session "Breaking into Emerging Markets: Global Touring Strategy," Jenny Tan (TOORLY), Ali Alibhai (Talent Africa Group), and Ayanda Ngcobo (Nasty C's Artist Manager) discussed how artists can use data and digital platforms to expand their audiences globally.
Among the dignitaries in attendance, H.E. Virginie Leroy, Ambassador of France to Uganda, praised Kampala's creative growth, calling it "a melting pot of creativity that continues to surprise and inspire."
Loïc Boivin, Director of Alliance Française Kampala, stressed the importance of collaboration in sustaining the industry:
"For Ugandan music to grow and travel, we must build strong systems together. Platforms like AUMEX invite us to collaborate and think long-term about the sustainability of our creative industries."
Representing the headline sponsor, Denise Nazzinda, Brand Manager of Guinness Smooth, reaffirmed the brand's commitment to supporting young talent:
Sign up for free AllAfrica Newsletters
Get the latest in African news delivered straight to your inbox
"Guinness Smooth partnered with AUMEX because we believe in the power of creativity to transform lives. Through our 'Make It Yours' campaign, we're giving emerging talent the stage, the confidence, and the belief to reimagine what's possible and make their mark on Uganda's creative future."
Ali Alibhai, CEO of Talent Africa Group, echoed similar sentiments:
"I attended the first AUMEX and was blown away by the vision and energy of the young creatives. Being in the business of music ourselves, we saw this as the right platform to nurture, train, and showcase Uganda's fresh talent, helping them understand how the industry works and how to scale their craft to reach global audiences."
The expo concluded with a high-energy AUMEX Showcase, celebrating emerging Ugandan talent with performances by Son of Aboda, Vini Mercy, Tungi, Echoled, Expect Xhavi, and DJ City Girl, before closing with a powerful headline performance by South African hip-hop star Nasty C as part of his Ivyson Tour.
