TAKEAWAYS

Douglas Lwanga says concerts generate income across transport, hospitality, and retail sectors.

Promoters often take the biggest financial risk despite widespread economic gains.

DJ Etania’s sold-out Lugogo concert shows the scale of impact beyond the artist.

Media personality and event organiser Douglas Lwanga has offered a candid look into the hidden economics of Uganda’s concert scene. He revealed that large-scale events often benefit entire communities—while leaving promoters struggling to break even.

Speaking from his experience organising events like the Purple Party for over a decade, Lwanga explained that income from concerts starts circulating long before the gates even open.

“From the time a promoter announces an event, so many people start to earn money off that event, even before the promoter collects their first shilling at the gate,” Lwanga said.

He further recalled how local authorities in Hoima waived advertising fees, recognising the bigger economic impact the event would bring. Hotels filled up as revelers travelled in, restaurants saw increased demand, and transport operators cashed in.

“The bodabodas are earning, the Ubers are earning, the fuel stations are earning. Some people buy clothes, go to salons—everyone is earning. The promoter has not yet gotten money,” he added.

Apparently, his remarks come in the wake of a landmark moment for Uganda’s entertainment industry. It should be recalled that on April 4, 2026, DJ Etania made history by becoming the first Ugandan female DJ to headline a sold-out concert at Lugogo Hockey Grounds.

With ticket prices ranging between Shs50,000 and Shs100,000 and thousands in attendance, the event was widely viewed as a financial success. But the NBS After 5 presenter’s insights suggest that the real winners extend far beyond the headline act.

From street vendors and liquor suppliers to sound engineers and nearby bars, the concert created a ripple effect across multiple sectors of the economy.

While fans celebrated Etania’s milestone, Lwanga’s view highlights a different reality, behind the glamour of sold-out shows lies a complex financial structure where promoters often take the biggest risk—and sometimes walk away with the least reward or nothing at all.