Afrobeat is the spark Ugandan music needs – Sasha Vybz

After directing several music videos across the continent and beyond with several artistes across cultures, regions and genres, cinematographer/director Sasha Vybz got one takeaway – afrobeat is the genre to embrace to breakthrough globally.

However, he said he that noticed back home, local artistes have not warmed up to the genre that has now become a part of global music conversation and a powerful influence at music award ceremonies across the globe.

He argued that it is time Ugandan artistes hopped on it.

“Afrobeat has taken over the world and Uganda needs to be part of the wave. We have exceptional artistes. And this is for everyone. The artistes have got to make the music. Convince investors to invest in them,” Sasha said while appearing on the Ugandan Allstar Podcast.

He also noted with concern that local artistes are very comfortable and unwilling to expand their creative horizons because they feel the local audience is enough.

“I have never thrown stones, but I believe somewhere somehow our artiste are comfortable. They want to get to the international audience, but they are also quite comfortable with what they have at home. And that is not a good thing.”  

Sasha added: “As any creative, you want to push for the extra market you can achieve. I believe if artistes will get to understand that videos won’t stop on MTV, Trace, Bukedde TV, YouTube, your music should go out and inspire more people.”

Singer Juliana Kanyomozi shared a similar sentiment in October 2023 indicting local artistes of laxity. She reasoned that local music failed to breakthrough as a major export because of the lack of aggressiveness on the part of artistes.

Juliana noted that Ugandans support their artistes a lot, and she prides in it, but it has made them comfortable, unlike Kenyan artistes that struggle to make money at home, and Nigerians that are aggressive and willing to take risks just to enter new markets.