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Elizabeth Mutamuliza, the Marketing Manager for Beer at Uganda Breweries Limited, stated that the first edition of Bell ObaFest was a major success, drawing over 4,000 attendees.
“We are currently onboarding vendors who will enhance the festival experience by providing essential goods and services. We will be engaging approximately 30 businesses, the majority being SMEs. With the extension of the event to a three-day festival, this will provide a valuable income-generating opportunity as we aim to grow our attendees to over 20,000 people,” Mutamuliza said.
The festival set a precedent last year by being the first inclusive event of its kind, catering specifically to the needs of persons with disabilities. This approach aligns with Uganda Breweries' broader commitment to inclusion and diversity, making deliberate efforts to increase spending on diverse-owned and disadvantaged businesses until 2030.
According to the Uganda Bureau of Statistics (UBOS), the services sector, which includes entertainment, contributes UGX 47.1 trillion to Uganda’s economy through taxation. The sector benefits from opportunities provided by platforms like Bell ObaFest, allowing different players within the entertainment value chain to thrive.
The creative industry in Uganda, which covers youth and women-oriented sectors like arts, fashion, crafts, design, film, and media, plays a vital role in accelerating human development, job creation, and livelihood opportunities. Mutamuliza highlighted Uganda Breweries' dedication to positive societal impact through its Environmental, Social, and Governance (ESG) action plan, which includes enhancing diversity and inclusion, with the goal of 50% of community program beneficiaries being women.
“We are fuelled by the ambition to become Africa’s most sustainable festival by 2030,” Mutamuliza noted, sharing that Bell ObaFest is focused on minimising environmental impact through responsible practices, including waste management and recycling. Last year, 83% of waste from the event was recycled in partnership with Asante Waste Management Ltd., and the festival organisers are looking for ideas to further improve this year.
The event offers an opportunity for vendors to engage with a large and diverse audience while promoting sustainability and inclusivity in Uganda’s thriving entertainment sector.