AUMEX: Empowering Uganda’s Music Professionals with Knowledge and Networking

The buzz surrounding Uganda’s music industry continues to grow, and AUMEX (Amplifying Uganda Music Expo), the country’s first-ever music expo, is leading the charge. This 12-week program, which includes masterclasses, an incubator showcase, and a grand two-day forum, is designed to equip artists, managers, and industry professionals with the skills and networks they need to thrive both locally and globally.

After a successful first session on September 13th, which explored building a music brand in the creator economy, the second masterclass was held last week on 4th Friday October 2024 at Motive had beautiful insights into the essential strategies of branding and marketing.

 Participants got the chance to learn how to build and grow a fanbase—one of the most critical aspects of long-term success in today’s competitive music landscape.

In the first masterclass, experts like Abaasa Rwemereza moderated insightful discussions, drawing from his experience in A&R and as a lecturer, while contributors like Joshua Baraka shared their knowledge on singing and songwriting.

Their insights laid a solid foundation for artists to understand the importance of personal branding in the digital era. Filmmaking expert Shari Mwanika, Daniel Odaka, digital lead of Airtel and brand strategist Onen Henry Bwomono also shared valuable lessons on how to leverage content creation and communications for greater visibility.

The second masterclass, focused on shifts to marketing and brand-building essentials. Once again moderated by Abaasa Rwemereza, this session brought together individuals who have built strong personal and professional brands in Uganda’s entertainment scene.

 Francis Kasura, who has experience in both advertising, leader of the AKA Dope band and as a recording artist, will share his perspective on crafting a brand that resonates with audiences.

Birungi Jaylor, known for her expertise in artist (Aazawi) management and public relations, will provide insights into how artists can effectively position themselves to attract attention and maintain fan loyalty.

These industry leaders offered strategies not only for creating a brand but for sustaining it in a competitive environment. Whether you’re an emerging artist or an established professional, this masterclass was held to help you enhance your presence, engage your audience, and stand out in a crowded market.

This session is part of AUMEX’s larger goal—to provide a platform where Ugandan talent can thrive. With each masterclass, participants gain more than just knowledge; they leave with the tools to turn that knowledge into action. And this will all build up to the Grand Forum on November 22nd and 23rd, where industry professionals and stakeholders will come together to celebrate and shape the future of Uganda’s music industry.

For those who want to take their careers to the next level, AUMEX offers the opportunity to learn directly from the best, connect with industry experts, and become part of a movement that aims to put Ugandan music on the global stage.