Ugandan music producer Nessim believes succeeding in today’s music industry requires more than making hit songs, urging artists to embrace new promotional strategies, support one another and remain actively involved in their careers.
Speaking to Spark TV, Nessim reflected on the changing relationship between artists and producers, arguing that the current generation has become more supportive of the people behind the music.
“Producers and artists in this new generation are very supportive of each other,” Nessim said, explaining that both sides increasingly understand the challenges they face while building their careers.
According to the producer, this mutual understanding has helped shape a different working relationship between musicians and the people responsible for producing their records.
But collaboration alone is not enough. Nessim also believes the way artists promote their music has changed significantly, making it increasingly important for musicians to explore opportunities beyond traditional media and club appearances.
In his view, artists can no longer depend exclusively on television, Instagram, Facebook and club DJs to get their songs heard. Instead, they must be willing to move around, explore different promotional avenues and remain visible if they want their music to reach wider audiences.
“You need to be versatile and on the go all the time,” he said, warning that artists who fail to adapt could miss valuable opportunities to grow their careers.
Nessim’s comments also addressed the recurring criticism that Uganda’s music industry is getting worse. Rather than agreeing with that assessment, the producer suggested that some of the criticism comes from people who have struggled to adjust to the industry’s changing demands.
“When one says music is getting worse lately, just know it’s done for them. There are people managing it so well nowadays because it requires you to be hands-on,” he said.
His argument is that success in the current music landscape increasingly depends on an artist’s willingness to take an active role in promoting and managing their work, rather than relying entirely on established channels or other people to create opportunities.
The remarks place the focus on adaptability as Uganda’s entertainment industry continues to evolve, with artists and producers expected to do more than simply deliver music to their audiences.
Nessim also stressed the importance of maintaining a youthful mindset and staying connected to the industry’s changing pace.
“We have to be young. Forever young we’ll be,” he concluded.
For Nessim, the message is clear: making good music matters, but staying relevant also requires teamwork, flexibility and a willingness to keep moving with the times.