Douglas Lwanga: Ugandan artists are underselling their talent

Media personality Douglas Lwanga has voiced concerns that Ugandan musicians are inadvertently “selling themselves too cheap” due to the pervasive nature of social media. He argues that platforms like TikTok, while offering visibility, have eroded the exclusivity and mystique that once drew fans to live events.

Lwanga observed that with constant free access to artists’ content online, the perceived value of attending a paid concert diminishes. “They are everywhere now, and they see them for free, so it’s not easy for someone to go and dress up and go attend a concert,” he explained during a YouTube podcast discussion.

This saturation, according to Lwanga, reduces the anticipation and specialness associated with seeing an artist perform live, making it harder to attract paying audiences. He believes this trend, coupled with broader challenges in the music industry, makes it increasingly difficult for artists to profit significantly from live shows.

To counter this, Lwanga is advocating for Ugandan artists to explore income diversification beyond just their music. He suggests venturing into other business avenues, potentially even outside the creative industry, such as farming, to ensure greater financial stability. “Let’s look for other businesses, maybe we do farming. We need to look at what else we can do in the creative industry that’s not the actual singing,” he advised.

His statements have ignited a conversation about the evolving landscape of the Ugandan entertainment market, where social media’s double-edged sword and shifting fan engagement present new challenges for artist sustainability. The discourse highlights the need for artists to strategically manage their brand and income in the digital age.

Source: https://www.howwe.ug/news/entertainment/43839/ugandan-artistes-are-selling-themselves-too-cheap-douglas-lwanga