A two-day expo that will be headlined by Nigerian singer and producer Pheelz is set for this Saturday, bringing together African music professionals. This year’s AUMEX edition is supported by Guinness Smooth under its Make It Yours platform, bringing music, fashion and other forms of creative expression into the experience.
Among the planned attractions are experiential studios where selected participants will record songs and leave with their finished tracks. According to Denise Nazzinda, Senior Brand Manager at Guinness Smooth, brands have a role to play in creating spaces where music, creativity and business can thrive.
She also highlighted that partnerships should go beyond visibility to support 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 this year’s Amplify Ugandan Music Expo (AUMEX).
Abaasa Rwemereza, founder of AUMEX, said the expo responds to a gap in Uganda’s music industry: the limited attention given to the business and professional structures behind music.
“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,” he said.
He noted that while musicians have opportunities to develop their craft, other professionals, including managers, publishers, schedulers and producers, also need platforms to develop the skills required to sustain the industry.
Scheduled for November 13 and 14, the two-day expo will bring together professionals from across the African music ecosystem, including publishers, producers, managers and other industry stakeholders. Its ambition is to create a meeting point for people involved in making, managing, promoting and commercialising music.
The announcement was made during a panel discussion hosted by Kim Morgan of Dembe FM, which also featured Daily Monitor arts and culture journalist Patrick Ssentongo. The discussion examined the state of Uganda’s music industry, the role of media and the importance of investment in developing the creative economy.
Ssentongo argued that the government has not given the creative industry sufficient attention despite its contribution to Uganda’s economy. He said platforms such as AUMEX should receive greater institutional support rather than depending largely on private-sector partnerships to remain sustainable.
He also pointed to the need for stronger structures that allow creative professionals to build viable careers beyond performing and releasing music.
This year’s expo will also feature Nigerian singer and producer Pheelz, who will headline the Saturday night programme, adding an international performance to the two-day gathering.
While most expo activities, including masterclasses and learning sessions, will be free of charge, the Pheelz performance will be a separately ticketed experience. Tickets cost Shs70,000 online and Shs100,000 at the gate.
Beyond the performances, AUMEX is positioning itself as a platform for developing the people and businesses behind African music, recognising that building an industry requires more than producing talented artists.