Jongole Moses, the president of the Acholi Tradition Forum, has challenged Northern 
Ugandan artists to address the challenges facing their music industry, questioning whether their limited access to corporate endorsement deals is a result of their lack of talent or the failure of companies to recognize their commercial value.

Moses was responding to a question raised by Luo Tunes about why companies continue to overlook artists from Northern Uganda when awarding endorsement deals.

Reacting to the question, Moses expressed concern that the challenges affecting the region’s music industry were already well known and urged artists to put their efforts together to improve the situation.

“Is that even a question to be asking when you know the problems facing Northern Uganda’s music industry? Let them put their act together,” Moses said.

His remarks have reignited debate about the factors limiting Northern Ugandan artists’ access to corporate partnerships, sponsorships and other commercial opportunities within Uganda’s entertainment industry.

Kampala-Centred Marketing and Limited Media Exposure.
One of the major challenges facing Northern Ugandan artists is the concentration of corporate marketing activities in Kampala, where many company headquarters, advertising agencies and major media organisations are based.

As a result, companies often prioritise celebrities with greater visibility in Kampala, leaving some artists from Northern Uganda struggling to secure similar opportunities despite their popularity within their communities and beyond.

Limited exposure on national television, radio and major entertainment platforms also makes it difficult for Northern Ugandan musicians to build the nationwide recognition that many brands seek when selecting ambassadors for their products.

Questions About Management and Commercial Value:
Beyond corporate decisions, the debate has also highlighted the need for stronger professional management within Northern Uganda’s music industry.

Some artists lack experienced managers who can negotiate contracts, develop sponsorship proposals, establish relationships with marketing executives and position musicians as attractive partners for corporate brands.

In an increasingly competitive entertainment industry, talent alone may not be enough to secure endorsement deals. Artists must also demonstrate their ability to influence audiences, promote products and deliver measurable results for companies.

Digital marketing has become another important factor, with brands increasingly relying on audience reach, engagement rates, demographics and purchasing influence when selecting artists for promotional campaigns.

Artists who cannot provide credible audience statistics and professionally prepared media kits may struggle to convince potential sponsors of their commercial potential.

Regional Stereotypes and Limited Networking.
The debate has also raised concerns about possible regional stereotypes and bias in the entertainment industry.

Some Northern Ugandan artists may be perceived as appealing primarily to audiences within their home region, despite the potential to reach listeners across Uganda, South Sudan and the diaspora.

Such assumptions risk overlooking the commercial opportunities presented by Northern Uganda’s consumer market and the wider audiences reached by its musicians.

Limited access to marketing executives, advertising agencies, promoters and other influential industry players may further disadvantage artists who lack strong professional networks.

The absence of sufficiently coordinated advocacy among artists and industry stakeholders could also weaken their collective bargaining power when seeking partnerships with major companies.

What Needs to Change?
Addressing the challenge will require efforts from both corporate companies and Northern Ugandan artists.

Companies need to recognise Northern Uganda as an important consumer market and consider the region’s creative talent when developing advertising campaigns and selecting brand ambassadors.

At the same time, artists must invest in professional management, strengthen their digital presence, improve their networking and develop credible data demonstrating their audience reach and commercial influence.

Industry stakeholders could also benefit from working together to promote Northern Ugandan musicians, create networking opportunities and present a stronger case for corporate investment in the region’s entertainment sector.

Ultimately, endorsement deals should be determined by an artist’s influence, professionalism, audience engagement and ability to deliver value to a brand, rather than geographical background alone.

While Moses’s remarks place emphasis on artists taking collective responsibility for improving their industry, the broader debate also raises questions about whether corporate marketing systems are adequately recognising the commercial potential of talent beyond Kampala.

For Northern Uganda’s music industry, the challenge is not only to produce talented musicians but also to build the structures, visibility and business relationships needed to turn that talent into sustainable commercial opportunities.