The COVID-19 pandemic as many can testify, hit the entertainment sector hard, with the music industry receiving the hardest blows. During that time, live music performances—one of the industry’s primary income streams—came to a standstill. This shift forced many artists to reevaluate their financial realities, sparking questions like; was the lavish lifestyle some flaunted just a façade?
As a survival strategy, most music artists diversified their income streams, with many for a while now focusing on smaller gigs like wedding ceremonies, school events, and private functions. While there’s nothing wrong with this, it does mark a significant shift from their traditional revenue models, which relied heavily on large-scale concerts, music tours, and upcountry shows. These events, known for drawing thousands of fans purchasing tickers to stadiums and open grounds, positioned smaller events as a side hustle for a select group of artists whose music catered to niche audiences.
Weddings: The New Norm?
Post-COVID, however, the trend seems to have reversed. Today, many Ugandan music artists are booked more frequently for private events, including weddings and Kwanjula (Introduction ceremony) compared to traditional shows, often at the discretion of event organizers rather than their fans.
And why not? These gigs seem more lucrative and logistically easier than organizing a concert or traveling miles for an upcountry show. For instance, performing at a wedding might require only 20 minutes of the artist’s time, compared to the long hours demanded by a live show—not a concert—performance at the Lugogo Cricket Oval. Weddings often involve less preparation, with fewer expectations for elaborate performances, such as high-energy dances or extensive crowd engagement.
Yet, this trend has its downsides. As Lil Pazo, the ‘Genda Ogule Emotoka’ singer once said (I tried to translate from Luganda), “Nothing rejuvenates an artist’s spirit like performing for a crowd that sings back.” Unfortunately, such moments are rare at private events like weddings, which on most occasions carry a corporate or formal vibe. The lack of active audience participation, even with the bag secured, can leave artists feeling unfulfilled.
How Does This Affect Uganda’s Music Industry?
While there’s no shame in performing at weddings, relying on such gigs as a primary income source could have long-term implications for Uganda’s music industry. For one, it might limit the type of music artists produce. Instead of creating diverse and experimental sounds, Ugandan artists are likely—if not already—focusing on music tailored to private events. This shift could stifle creativity and diminish their appeal to broader, global audiences.
Additionally, this shift might devalue the competitive spirit among artists. With fewer large-scale shows and music tours, the emphasis shifts from captivating mass audiences to securing bookings from individual event organizers. This trend raises the question: Are artists now more focused on pleasing event planners than their fan base—the individuals who buy tickets to their shows?
The potential for awkward encounters at private events also looms large. Take, for example, at a royal wedding in 2023, a performer— whose name we’ll withhold—took the stage only to be ignored by the crowd. Such experiences can dent an artist’s confidence, reinforcing the notion that the performance is merely “just a job” rather than a meaningful connection with fans.
The Nigerian Comparison
The influx of Nigerian music artists performing in Uganda further underscores the challenges facing local talent. Nigerian artists continue to dominate major shows and concerts, highlighting the gap between Uganda’s local stars and their international counterparts. While private events may be profitable, if Ugandan music artists focus solely on these gigs, they risk losing their competitive edge both nationally and globally.
Is This the Industry’s New Direction?
While it’s an understandable response to economic pressures, the rise of wedding gigs as a primary income source for Ugandan music artists raises significant questions about the future of Uganda’s music industry. Will this trend push artists to prioritize convenience over creativity, or will it inspire them to find new ways to connect with their audiences?
The answer lies in how artists and stakeholders adapt to these changes.
