Ugandan singer Jowy Landa, born Joan Namugerwa, has defended musicians who frequently appear on TikTok Live, saying the platform has become an important way for artists to remain visible in an entertainment industry that is more competitive than ever.
Speaking in a recent interview, the singer argued that social media has dramatically changed the definition of fame. With influencers, content creators, and musicians all competing for attention, she believes artists must constantly engage audiences online to stay relevant.
Her remarks also touched on broader concerns about Uganda’s music industry, where she says even established artists are finding it difficult for new songs to gain traction.
“Everyone Is Famous These Days”
According to Jowy Landa, the entertainment landscape has shifted significantly in recent years.
She said the rise of social media has created an environment where nearly everyone can become a public figure, making it increasingly difficult for musicians to stand out.
“Right now, everyone in Uganda is famous. So don’t blame artists for holding TikTok Lives—they need relevance. Artists are now so many that they’re almost outnumbering the fans. Everyone is a celebrity these days,” she said.
For Jowy, going live on TikTok is less about chasing trends and more about maintaining a connection with fans in a crowded digital space.
Why TikTok Live Matters to Musicians
Jowy explained that content creators now attract audiences comparable to those of musicians, changing how artists promote themselves.
She noted that TikTok personalities can sometimes generate massive public excitement, even surpassing established musicians in visibility.
“A TikToker can bypass you and you’ll hear people cheering them on, and you wonder how. It’s really tricky these days, so you shouldn’t blame artists for going live because they need talkability and relevance,” she said.
Her comments highlight the growing influence of social media platforms in shaping today’s entertainment industry and the pressure artists face to remain consistently active online.
Concerns About Uganda’s Music Industry
Beyond social media, Jowy also expressed concern about the current performance of Ugandan music.
She said she has noticed that even songs released by some of the country’s biggest artists are struggling to gain lasting momentum.
“I don’t know what’s happening to the music these days. Top artists release songs, but they just hit the wall and bounce back. I don’t know what’s going on. Maybe the election season affected the industry,” she said.
While she suggested election activities may have influenced audience attention, she did not present that as a confirmed reason, describing it instead as her personal observation.
Jowy encouraged fellow musicians to continue producing quality music despite the industry’s current challenges.
She also acknowledged that some of her own releases this year have not performed as well as she had hoped.
“I’ve released songs this year that deserved to perform better. Some have picked up, but many good songs haven’t,” she said.
Bookings Remain a Challenge
The singer also shed light on the financial realities facing many performers.
According to Jowy, securing performance bookings has become increasingly difficult, with some artists struggling to land shows altogether.
She considers herself fortunate to still be receiving bookings and revealed that she is preparing for an upcoming performance in Europe.
“There are artists who aren’t getting booked at all. At least I’m among the lucky few who still have shows,” she said.
Jowy also claimed that some musicians are paid as little as Shs200,000 for performances.
She suggested that collaborations involving numerous artists—such as the “Nassanga” remix, which features 10 artists—have become one way musicians support one another and create more opportunities in a difficult market.
Why Her Comments Matter
Jowy Landa’s remarks reflect wider conversations taking place across Uganda’s entertainment industry about changing audience habits and the growing importance of digital platforms.
As social media personalities continue attracting large followings, musicians increasingly face pressure to promote themselves beyond traditional music releases.
Her comments also highlight the economic challenges many artists say they are experiencing, from reduced song performance to lower-paying gigs.
Behind the polished performances and social media posts, many musicians are adapting to an industry that looks very different from just a few years ago. Jowy Landa’s comments reveal the balancing act artists face as they compete for attention, remain connected to fans, and navigate financial uncertainty.
While she acknowledges the challenges, she remains optimistic. With upcoming international performances and a commitment to releasing quality music, Jowy believes persistence—and supporting one another—will help artists weather the industry’s current difficulties.
For Jowy Landa, TikTok Live isn’t a distraction from music—it’s become part of the job of staying visible in an entertainment world where attention has never been harder to earn.