AUMEX seeks to bridge gaps in Uganda’s music industry

Uganda has no shortage of musical talent, but building a sustainable music industry takes more than writing hit songs and filling concert venues. Behind every successful artiste is an ecosystem of managers, producers, publishers, promoters and other professionals whose work often receives less attention.

It is this gap that the Amplify Ugandan Music Expo (AUMEX) hopes to address when it returns for a two-day edition on November 13 and 14, bringing together music professionals from Uganda and across Africa.

Headlined by Nigerian singer and producer Pheelz, the expo is positioning itself as a meeting point for people who make, manage, promote and commercialise music, with a focus on strengthening the business structures that support the creative industry.

For AUMEX founder Abaasa Rwemereza, the idea grew out of the realisation that while many platforms help artistes develop their musical talent, fewer opportunities exist for people to learn the business 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 explained that the industry needs more than talented performers. Managers, publishers, schedulers, producers and other professionals also need opportunities to sharpen their skills and build careers that can sustain the wider music ecosystem.

The expo will therefore bring together professionals from across the African music scene, creating opportunities to share knowledge, exchange ideas and explore possible collaborations.

This year's edition is supported by Guinness Smooth under its Make It Yours platform, which brings music, fashion and other forms of creative expression into the experience.

Among the planned attractions are experiential studios where selected participants will have an opportunity to record songs and leave with completed tracks, giving them a practical taste of the creative process.

Denise Nazzinda, Senior Brand Manager at Guinness Smooth, said brands have a role to play in creating spaces where music, creativity and business can thrive.

She emphasised that partnerships should go beyond brand visibility and contribute to the growth of the wider 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.

The discussion 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 industry sufficient attention despite its contribution to the country's economy. He said platforms such as AUMEX deserve stronger institutional support instead of relying largely on private-sector partnerships to remain sustainable.

He also highlighted the need for structures that enable creative professionals to build viable careers beyond performing and releasing music.

While the expo's masterclasses and learning sessions will largely be free of charge, the entertainment programme will have a separate ticketing arrangement. Pheelz will headline the Saturday night programme, adding an international performance to the industry-focused gathering.