Cindy Sanyu believes Uganda’s film industry could grow significantly if actors and other film practitioners put more effort into building recognizable personal brands.
The singer and performing artist says Ugandan audiences can often remember the names of movies but struggle to identify the people who brought the characters to life.
“I think we need to create personalities because in the film industry we majorly know the movies which come and go. We don’t know the individuals who feature in them,” Cindy said.
For Cindy, the problem is not simply about producing more films. She believes the people starring in those projects also need to become recognizable personalities with audiences invested in their careers.
She pointed to Uganda’s music industry as an example of how personal branding can help build a loyal following.
According to Cindy, musicians have learned to establish themselves as recognizable brands, meaning audiences can develop an interest in an artist before even hearing their latest release.
“I think in movies we have a task of creating names and brands so that people get to know them because sometimes people fall in love with individual characters in film and not the whole project,” she said.
That distinction, she argues, could be important for Ugandan actors. A memorable character may attract attention to a particular production, but a recognizable actor can potentially carry that audience interest into future projects.
Cindy believes the music industry’s approach offers a useful lesson for filmmakers and actors looking to build a stronger entertainment ecosystem.
“We mastered that art in music whereby, an artist sells himself before the music. I think in the film industry when we sell ourselves as individuals to the people, then the industry will elevate,” she said.
Her argument puts personal branding at the center of a broader conversation about the growth of Uganda’s film industry — with the focus shifting from simply making movies to also creating stars audiences can recognize, follow and support from one project to the next.