Streaming Platforms Empowering New Ugandan Musicians, Says Elijah Kitaka

Elijah Kitaka, a musician associated with Swangz Avenue, believes that the current digital music era has significantly opened doors for new artists in Uganda. He pointed out that music streaming platforms offer greater opportunities for emerging talent to achieve visibility and gain industry recognition.

Kitaka contrasted the present landscape with the past, recalling a time when artists like Radio & Weasel were prominent, but awareness of platforms like Apple Music was minimal. He explained that artists then primarily depended on radio airplay, word-of-mouth, and organic popularity to achieve success. “We didn’t even know about those platforms. A song would hit on its own, but now we even have Apple Music charts where your song can be number one, and elsewhere the rankings matter,” he stated.

The singer highlighted that streaming charts have become a critical indicator of a song’s performance. The rankings and digital presence can influence an artist’s recognition through awards and other industry accolades. This digital shift provides emerging musicians with additional channels to reach audiences, reducing their reliance on traditional gatekeepers.

Furthermore, Kitaka observed that audiences are now more open to diverse musical styles. This receptiveness makes it easier for artists with unique or unconventional sounds to find and connect with listeners. “Things in our generation have changed. People have accepted the sound as well, but back then you would come up with your new sound… and people would question, ‘What’s that?’ People now embrace music because they want it; they want something different,” he added.

Elijah Kitaka continues to solidify his position as a rising musician in Uganda, his growing profile illustrating the evolving pathways for artists to engage with their audience in the digital age.

Source: https://www.howwe.ug/news/entertainment/43617/streaming-music-offers-more-visibility-for-emerging-artistes-elijah-kitaka