TAKEAWAYS

• Robert Kabushenga has described Bad Black as one of Uganda’s most authentic and enduring digital personalities.
• He cited her COVID-19 campaign targeting sex workers as a powerful example of her communication ability.
• Kabushenga says authenticity helps personalities connect with ordinary consumers and audiences.

Former Vision Group CEO Robert Kabushenga has described socialite Shanitah Namuyimbwa, popularly known as Bad Black, as one of Uganda’s most authentic and enduring personalities in the digital media space.

Speaking to Kasuku, Kabushenga said Bad Black’s ability to speak freely and remain unapologetically herself has helped her build a strong connection with ordinary Ugandans.

“I think she is one of the most authentic and enduring Ugandans on social media, in the digital media world,” Kabushenga said.

He pointed to one of her most notable public communication moments as an example of why he considers her an effective communicator, recalling her involvement in a COVID-19 awareness campaign targeting sex workers.

“When she did the advert of COVID for sex workers, you couldn’t have found a better person,” he said.

Kabushenga explained that authenticity can be an important asset for brands and communicators trying to reach everyday consumers, arguing that people who look down on personalities such as Bad Black risk losing touch with the very audiences they want to reach.

He noted that someone who genuinely understands and connects with ordinary people can communicate messages to them more effectively, particularly when brands are trying to market everyday products such as soap, sugar and beer.

Kabushenga’s comments offer a different perspective on Bad Black’s public image, focusing less on her controversies and more on her ability to remain relatable and maintain a distinct voice in Uganda’s fast-changing digital space.