TAKEAWAYS

• Jacob Omutuuze says TikTok is reducing celebrity mystery and weakening musicians’ brands.
• He argues fans no longer pay for shows when artists constantly appear on TikTok Live.
• He also says traditional media is losing creativity by prioritizing TikTok personalities.

Media personality Jacob Omutuuze has raised concerns over the growing influence of social media platforms—especially TikTok—on Uganda’s creative sector, warning that the app is slowly eroding both artistry and celebrity value.

Speaking during an appearance on Terefayina on BBS TV, Omutuuze said TikTok has particularly affected musicians from the older generation who are still adjusting to the demands of fast-moving digital trends. According to him, one of the biggest things artists sell is not just music, but also their brand, image, and mystique.

He argued that constant exposure through TikTok Lives and daily posts has stripped away the mystery that once made celebrities appealing to fans.

“A celebrity’s power is in the mystery around their lifestyle. Fans should keep wondering how they live, where they go, and what makes them special.”

“When musicians are live every day showing their homes, meals and private lives, they reduce the magic that makes fans pay to see them.”

Omutuuze noted that in the past, a fan would spend Shs10,000 to attend a show just to catch a glimpse of their favorite musician. Today, however, many simply wait for the same artist to go live on TikTok, where they can watch them for free.

He also criticized musicians who share personal phone numbers on such platforms for bookings, saying it weakens the exclusivity and premium image that established brands should maintain.

Beyond music, Omutuuze said TikTok is also reshaping traditional media, with television and radio stations increasingly rushing to host TikTok personalities or even recruit them as presenters, sometimes at the expense of trained media professionals.

In his view, the constant closeness between celebrities and fans has made it easier for stars to rise quickly—but also fall just as fast.