How Ayesiga built a digital entertainment empire from scratch

In Uganda’s fast-changing entertainment industry, where fame can rise with a viral post and disappear just as quickly, building a sustainable digital brand requires more than a smartphone and an internet connection.

For Brian Ayesiga, the force behind Brice Promotions, the journey has been about turning that digital space into a business.

What started from humble beginnings has gradually developed into a platform that connects entertainment, personalities, events and audiences, while taking advantage of the power of social media to shape conversations and promote Uganda’s entertainment industry.

Brian Ayesiga shows off an accolade he recently won. Courtesy Photo

Ayesiga’s story is also a reflection of how the entertainment business has changed. Gone are the days when promoters depended entirely on posters, radio announcements, newspaper adverts and word of mouth to sell an event.

Today, a phone can be a newsroom, billboard, marketing agency and broadcasting studio all at once. Ayesiga understood this shift early.

Through Brice Promotions, he began building a digital presence around entertainment content, publicity and promotion. Rather than simply waiting for audiences to come to him, he went where the audiences were — online.

His major breakthrough happened in March 2026. Brice Promotions expanded its international event coverage through media coverage of the Safari Rally Kenya, one of Africa’s most prominent motorsport events and a round of the FIA World Rally Championship.

The 2026 Safari Rally Kenya took place from 12 to 15 March 2026, with the competition based around Naivasha in Kenya’s Nakuru County.

Brice Promotions was present in Kenya to document the event and produce digital media content around the rally.

Its coverage forms part of the platform’s broader work in entertainment, cultural and event journalism, with a particular focus on bringing African entertainment and major public events to audiences through social media platforms.

Ayesiga says that the Safari Rally provided an opportunity for Brice Promotions to extend its content-production activities beyond Uganda and engage with an international sporting environment.

“Coverage from such events enables the platform to document live experiences, personalities, performances and developments for audiences following African entertainment, lifestyle and public events online. Our international coverage is part of a wider media portfolio that includes Ugandan music, artistes, concerts, entertainment news, viral trends and live events. Its content is distributed primarily through social media and digital platforms, allowing audiences in Uganda and beyond to follow events through short-form video, photographs, interviews and entertainment updates,” he says.

Building an audience from scratch

He says that one of the biggest challenges facing anyone entering the digital entertainment space is building an audience without the financial muscle of established media houses or large corporations. There are no shortcuts.

It requires content, patience and an understanding of the audience.

"For Brice Promotions, the digital journey has involved creating a recognisable identity and establishing a relationship with followers. Entertainment audiences are particularly demanding. They want information quickly, but they also want personality, exclusives, behind-the-scenes moments and stories that give them something to talk about,” he says.

He reveals that this has forced them to think beyond traditional advertising.

Instead of simply telling people that an event is happening, digital promotion allows a brand to create anticipation around it.

He reveals that social media numbers can look glamorous, but building a digital entertainment enterprise requires much more than chasing likes.

“There is content production to consider, partnerships to manage, clients to satisfy and audiences to retain. My journey with Brice Promotions illustrates the transition from simply being a promoter to becoming a digital entrepreneur.

The modern promoter needs to understand branding, public relations, social media, audience behaviour and event marketing. The successful ones are not merely selling tickets. They are selling experiences and creating communities around entertainment brands," he says.

He says that Uganda’s entertainment industry is crowded with promoters, bloggers, influencers, event organisers, musicians and digital platforms competing for the same audience. That has made creativity and consistency essential to Brice Promotions' digital strategy.

“The new generation of promoters does not necessarily need a physical office in the traditional sense. A laptop, smartphone, internet connection and a strong network can become the infrastructure of an entertainment business. But technology alone does not build an empire. Relationships do,” he reflects.

He further explains, "Artists need promoters. Promoters need audiences. Events need sponsors. Sponsors need visibility. Digital platforms need content. And audiences need entertainment. The ability to connect those different interests is where the real business lies."

For Ayesiga, the journey from starting out to establishing Brice Promotions as a digital entertainment brand has been built around trust, recognition and a loyal audience. With 2.2 million followers on TikTok, 77,000 followers on Facebook and 69,000 followers on Instagram, he believes he is on the right trajectory