Ugandan singer Elijah Kitaka believes the rise of streaming platforms has fundamentally changed how artists get noticed, giving new and emerging musicians opportunities that were not as accessible to previous generations.
Speaking on Galaxy TV, Kitaka reflected on the music landscape during the era of Radio & Weasel, noting that artists and listeners were not familiar with digital platforms such as Apple Music in the way they are today.
“We didn’t even know about those platforms. A song would hit on its own, but now we even have Apple Music charts where your song can be number one and elsewhere the rankings matter.”
The difference, according to Kitaka, is that digital platforms now provide measurable indicators of how songs are performing. Chart positions and visibility on streaming services have become part of the broader conversation around an artist’s success and, in some cases, industry recognition and awards.
That represents a major shift from an earlier era when a song largely had to build momentum through traditional channels and prove its popularity organically.
Kitaka also pointed to another change he believes is helping younger artists: audiences have become more willing to embrace different sounds.
He recalled a time when introducing a new style, particularly in genres such as R&B, could leave listeners questioning what they were hearing. Today, he says, audiences are more open to music that sounds different.
“Things are in our generation and that’s why things have changed. People have accepted the sound as well, but back then you’d come up with your new sound like in R&B and people would question, ‘What’s that?’ People now embrace music because they want it; they want something different.”
That openness, combined with the reach of streaming platforms, has created a music environment where emerging artists can potentially put their work in front of audiences without relying entirely on the pathways that shaped previous generations.
Kitaka’s comments highlight just how much the definition of a music “hit” has evolved. What once depended heavily on organic popularity now exists alongside charts, streaming numbers and digital discovery — giving today’s artists a very different route to being heard.