Uganda is widely recognised for its deep pool of musical talent, with artistes consistently producing hit songs and filling concert venues. Yet a thriving music industry depends on far more than performers alone. Behind every successful act stands a network of managers, producers, publishers, promoters and other professionals whose contributions frequently go unnoticed.
It is precisely this gap that the Amplify Ugandan Music Expo (AUMEX) aims to close. The event returns for a two-day edition on November 13 and 14, drawing music professionals from Uganda and across the African continent.
A Platform for the Business of Music
Headlined by Nigerian singer and producer Pheelz, the expo is being positioned as a gathering point for those who create, manage, promote and commercialise music. Its central focus is on reinforcing the business structures that underpin the creative sector.
AUMEX founder Abaasa Rwemereza explained that the concept emerged from a simple observation: while numerous platforms help artistes hone their craft, far fewer avenues exist for learning the commercial side of the industry.
"When we started looking at the industry, we realised that there were many places teaching artists how to make music, but very few opportunities for people to learn the business side of it," Rwemereza said.
He noted that the sector requires more than gifted performers. Managers, publishers, schedulers and producers also need room to sharpen their skills and build sustainable careers that keep the wider music ecosystem healthy.
Knowledge Sharing and Collaboration
The expo will bring together professionals from across the African music scene, creating space for knowledge sharing, idea exchange and potential collaborations.
This year's edition is supported by Guinness Smooth through its Make It Yours platform, which blends music, fashion and other forms of creative expression into the experience.
Among the planned attractions are experiential studios where selected participants will record songs and leave with completed tracks, offering a hands-on taste of the creative process.
Denise Nazzinda, Senior Brand Manager at Guinness Smooth, said brands have a responsibility to create spaces where music, creativity and business can flourish. She stressed that partnerships should extend beyond brand visibility and contribute meaningfully to the growth of the creative industry.
"Stakeholders in the industry need to work towards collaboration. Platforms such as AUMEX give people an opportunity to connect, exchange ideas and explore opportunities within the music business," Nazzinda said during a press conference announcing the expo.
Call for Stronger Institutional Support
The discussion also examined the state of Uganda's music industry, the role of the media and the need for greater investment in the creative economy.
Panellist Patrick Ssentongo argued that government has not given the creative sector sufficient attention despite its contribution to the national economy. He said platforms like AUMEX deserve stronger institutional backing rather than relying largely on private-sector partnerships to remain sustainable.
He also highlighted the need for structures that allow creative professionals to build viable careers beyond performing and releasing music.
While the expo's masterclasses and learning sessions will be largely free, the entertainment programme will operate on a separate ticketing arrangement. Pheelz will headline the Saturday night showcase, adding an international performance to the industry-focused gathering.
