TAKEAWAYS

• Charles Peter Mayiga urged artists and content creators to embrace professionalism, innovation, and culturally appropriate content.
• He criticized the trend of copying American and Jamaican lifestyles, saying Uganda’s audience and values are different.
• Mayiga encouraged creators to prioritize quality and authenticity over chasing views through inappropriate content.

The Katikkiro of Buganda, Owek. Charles Peter Mayiga, has called on Ugandan artists and content creators to prioritize decency, professionalism, innovation, and the preservation of cultural values in their work.

Speaking on the state of the creative industry, Owek. Mayiga emphasized that artists have a responsibility to create content that reflects the values and realities of Ugandan society while remaining entertaining and commercially viable.

He noted that even topics such as love, which are common in music and entertainment, can be presented in ways that are respectful and appropriate for audiences.

“Even when an artist sings about love, it can be packaged in so many ways that are appropriate,” he advised.

The Katikkiro acknowledged that some creators often resort to controversial or inappropriate content in a bid to attract attention, increase views, and gain popularity.

However, he encouraged artists to challenge themselves creatively instead of relying on shock value or imitating foreign trends.

According to him, one of the biggest challenges facing some local creatives is the tendency to copy lifestyles and artistic expressions from other countries without considering cultural differences.

“Stop copying Americans and Jamaicans because their ways of life are different from ours,” he said.

The Katikkiro further observed that some artists go as far as portraying lifestyles that do not reflect their realities, including wearing fake jewelry and adopting images associated with American rap culture in an attempt to fit a particular mold.

He argued that Uganda’s audience is unique and that content creators should take into account the diverse backgrounds of their consumers, including those living in rural communities who may not relate to such portrayals.

Owek. Mayiga also urged artists to focus on quality and authenticity rather than rushing to release content that may not meet acceptable standards.

“If a video isn’t good and appropriate, you can repeat it,” he cautioned.

While acknowledging that producing high-quality music videos and creative content can be expensive, he maintained that investing in quality ultimately pays off by attracting the right audience and support.

He encouraged creators to choose long-term credibility over short-term popularity, stressing that content rooted in creativity, professionalism, and cultural relevance is more likely to stand the test of time and contribute positively to Uganda’s growing creative industry.