Talent and creative managers in Uganda have agreed to form a national federation aimed at strengthening professional standards, amplifying their collective voice and improving bargaining power within the country's rapidly expanding creative industry.
Executive members from four associations Uganda Talent Managers Association (UTAMA), Association of Creatives Managers of Uganda (ACMU), Association of Performing Artists of Uganda (APAMU) and Pearl Artists Managers Association of Uganda (PAMAU) resolved during a federation meeting to unite under a new umbrella body named the Federation of Uganda Talent and Creative Managers Associations.
The move is intended to professionalize talent management and position managers as a structured business arm of Uganda's creative sector.
Leaders described the decision to federate as deliberate and strategically timed to harness momentum within the creative economy and distinguish professional managers from other industry players.
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Emma Carlos, founding chairman of UTAMA, said the federation would help managers define their professional identity and operate with greater clarity and influence.
"This was a deliberate move to federate now, leveraging the momentum in the sector and ensuring we create a distinction separate from the noise of musicians and promoters," Carlos said.
He noted that the initiative positions managers as the business and professional wing of the industry.
A key factor driving the merger was the lack of a unified voice, which managers say has limited recognition, access to opportunities and negotiation leverage.
"We were missing out on a unified voice, strengthened bargaining power, networking, credibility, recognition, opportunities and support," Carlos said.
Officials said the primary objective of the federation is to provide collective representation and bargaining power when engaging artists, promoters, event organizers, corporate sponsors and policymakers.
Industry stakeholders believe the federation will strengthen credibility and enable managers to advocate more effectively for professional standards and fair industry practices.
The federation plans to focus on defining the role of talent managers and standardizing services offered across the industry.
One of the most significant proposals is the introduction of a standardized artist-manager contract aimed at improving transparency and accountability.
"We shall focus on defining our identity, the services we offer, and implementing a standardized artist/manager contract for the industry. That contract is going to be a game-changer," Carlos said.
Sector leaders say the framework will reduce disputes, promote fairness and clarify responsibilities between artists and managers.
They added that professional guidelines will also help build trust among stakeholders and attract corporate partnerships and investment into Uganda's creative economy.
The new federation will operate through a general assembly composed of subscribed members from the four founding associations.
An executive board comprising three representatives from each founding body will oversee governance, while a secretariat headed by an executive director will handle daily operations.
Currently, the federation is being steered by promoters drawn from top executives of the founding associations. After registration, the board will elect a chairperson and vice chairperson and recruit an executive director.
Organizers said the federation's formalization process will be expedited.
"Within one week, we expect to formalize the federation and agree on a constitution," Carlos said.
The constitution will outline governance procedures, membership obligations and operational guidelines.
Leaders said the federation will engage relevant government ministries, departments and agencies on issues affecting talent management.
On broader sector concerns, the federation will collaborate with National Cultural Forum (NCF), the apex body representing cultural and creative industries.
The engagement aims to improve regulation, promote professional recognition and support policy reforms that strengthen the creative sector.
Despite optimism, stakeholders acknowledged potential challenges, including balancing member interests, ensuring fair representation and maintaining cohesion among diverse associations.
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Other concerns include resource allocation, communication coordination and decision-making structures.
Carlos expressed confidence that the federation's leadership and organizational focus would help address these challenges.
"We are managers order and organization start with us. We shall manage," he said.
The formation of the federation comes at a time when Uganda's creative industries are expanding rapidly, with increased regional visibility and commercial opportunities.
Industry observers say the move could mark a turning point in professionalizing talent management, improving artist representation and attracting structured investment into the sector.
If successfully implemented, the Federation of Uganda Talent and Creative Managers Associations is expected to strengthen industry coordination, improve professional standards and give managers a unified platform to shape the future of Uganda's creative economy.
