Amplify Uganda Music Expo (AUMEX) 2025: A Platform for Growth and Innovation
The second edition of the Amplify Uganda Music Expo (AUMEX) took place over the weekend at MOTIV Kampala, bringing together hundreds of artists, industry professionals, and music enthusiasts under the theme “Building a Scalable Future for Ugandan Music.” This event served as a vibrant hub for discussions and collaborations aimed at strengthening Uganda’s creative ecosystem.
Organized in partnership with Guinness Smooth and Talent Africa Group, AUMEX provided a dynamic platform for exploring key issues such as music rights, royalties, brand partnerships, and the export of global talent. The event was not just about showcasing talent but also about building sustainable systems that support the growth of Ugandan music on a larger scale.
Key Sessions and Discussions
The day kicked off with a UGATUNES Demo led by Shadrack Kisame, CEO of Ugatunes. This session highlighted a homegrown digital distribution platform designed to empower Ugandan creators. It set the tone for a series of thought-provoking sessions throughout the event.
One of the standout panels was “The Infrastructure Behind the Art,” featuring Amanda Gowa (Africa Creatives Alliance), Keith Lubega (Xpressions UG), and Khalil Rahman (Kigali Multimedia Hub). The discussion focused on how creatives can turn their art into sustainable business ventures.
Another engaging session, “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). They shared insights on the investment and structure required for long-term career growth in the creative industry.
The Ssese Nation DJ Workshop offered aspiring DJs a hands-on experience in mixing and performance, led by Uganda’s leading DJ collective. This session was particularly popular among young talents eager to hone their skills.
Insights on Music Royalties and Industry Challenges
A panel titled “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). They discussed the crucial role of metadata, publishing, and monetisation in today’s digital music landscape.
Ekongot emphasized the importance of understanding publishing rights:
“If you don’t understand your publishing, someone else will, and they’ll profit from it.”
Manafa added:
“Because you’ve distributed your music doesn’t mean all the boxes are ticked. 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.”
Additional Sessions and Expert Contributions
Other sessions featured Kenyan PR specialist Anyiko Owoko, influencer Lucy Bunyenyezi, and Roy Tumwizere, Head of Advocacy at Diageo Uganda Breweries Limited. They shared lessons on personal branding and influencer partnerships.
Roy Tumwizere stressed the importance of patience and consistency:
“Even when it feels like no one is watching, your growth compounds quietly.”
Lucy Bunyenyezi 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.
Dignitaries and Industry Leaders
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, emphasized the importance of collaboration:
“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:
“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.”
Closing with a High-Energy Showcase
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. The event ended with a powerful headline performance by South African hip-hop star Nasty C as part of his Ivyson Tour.