Ugandan singer and songwriter Ceaserous says social media, particularly TikTok, is giving emerging musicians a better chance to break into the mainstream without spending heavily on music promotion.
The singer believes digital platforms have reduced some of the financial barriers that previously made it difficult for talented artistes to reach wider audiences. With music now easily shared online, he says an emerging musician can attract attention if the right song reaches the right listeners.
Ceaserous pointed to TikTok as a platform where an artiste’s fortunes can change through a viral moment, even when they lack the resources for an extensive marketing campaign.
“The rise of social media has made marketing easier for many people. There are people who are just a TikTok away from becoming stars,” he said.
He explained that musicians can have extensive collections of songs but struggle to promote them because of financial limitations. Uploading their work to TikTok, however, can create an opportunity to connect with listeners and gain recognition.
“Someone can have lots of music but lack the resources to promote it. When they upload their music on TikTok, it can blow up, they get blessed and become big on the scene,” Ceaserous added.
The singer also placed the trend in a global context, observing that social media has helped new artistes and public figures emerge from different parts of the world over the past five years.
But while Ceaserous sees digital platforms as a major opportunity for Uganda’s music industry, he believes online visibility alone cannot solve the challenges musicians face.
He identified a lack of reliable industry information as another obstacle, arguing that many artistes do not fully understand how the business operates or what they need to navigate it successfully.
“We’re misinformed. Information is power, and most artistes don’t have the information,” he said.
His remarks point to a distinction between gaining popularity and building a sustainable music career. Although social media can help a song reach new audiences, musicians also need knowledge of the industry to understand their opportunities and protect their interests.
Ceaserous further highlighted the need for broader structural improvements, particularly around copyright protection. He suggested that making copyright safeguards effective requires attention to the wider systems within which musicians operate.
The singer did not detail specific reforms in his remarks, but his concerns place industry education and copyright protection alongside digital promotion as issues affecting Ugandan musicians.
For emerging artistes, TikTok may offer a route to an audience they could not previously afford to reach. However, Ceaserous’ message is that going viral is only one part of the equation; understanding the music business remains another challenge.