Veteran Ugandan director, actor and theatre personality John Segawa has weighed in on the ongoing debate surrounding King Saha and Joshua Baraka, questioning why the singer appears more focused on advising fellow musicians than building his own brand.
The discussion follows King Saha’s advice to Joshua Baraka to concentrate on the Ugandan music market rather than placing too much emphasis on pursuing international recognition.
King Saha has questioned whether Baraka’s international ambitions will translate into meaningful success, sparking reactions from different figures in Uganda’s entertainment industry.
However, Segawa believes King Saha should take a closer look at his own career before telling other musicians how to approach theirs.
Speaking about the singer’s comments, the veteran creative described King Saha as someone who frequently offers opinions and advice on a wide range of issues.
He argued that the singer would benefit more from directing that energy towards strengthening his reputation and improving his standing in the entertainment industry.
Segawa also suggested that King Saha should be operating at a higher level in Uganda’s music scene, particularly considering the influence and potential he believes the singer possesses.
“He shouldn’t be on the level that he’s at currently. He would be vying for the levels of Jose Chameleone, Bebe Cool and others, while holding such power,” Segawa said.
His remarks point to a broader issue of artist branding and reputation, which he believes play an important role in determining how entertainers are perceived and valued.
According to Segawa, the entertainment industry constantly measures individuals against the strength of their personal brands. He therefore believes King Saha should prioritise building his own profile instead of repeatedly involving himself in other musicians’ career decisions.
The comments add another voice to the growing debate over Joshua Baraka’s international ambitions and King Saha’s position that Ugandan artists should first strengthen their local audiences.
While King Saha has defended the importance of understanding the local market, Segawa’s response shifts the conversation towards the singer’s own professional growth.
For now, the disagreement highlights different views within Uganda’s entertainment industry about what artists should prioritise: building a strong local foundation, pursuing international opportunities or focusing on their individual brands.