Government, creatives excited about launch of new streaming platform Play It Loud

Uganda’s creative community turned up in style on Wednesday night for the launch of a new home-grown streaming platform, Play It Loud.

The launch at Mestil Hotel in Kampala drew top celebrities, industry stakeholders and dozens of creatives whose work is available on the platform. 

Filmmakers, actors, comedians, podcasters and social media influencers were among the many talents celebrating what many described as a milestone for Uganda’s entertainment landscape.

The platform, now available on both Android and Apple devices, promises to showcase authentic Ugandan stories while providing a global stage for local content creators.

Juliana Kaggwa, Chief Executive of the Uganda Tourism Board (UTB), who graced the event as chief guest, praised Play It Loud as a long-awaited bridge between the arts and the public sector.

“This is the first time in a long time that I see the arts coming together with the public sector to export Uganda to the world,” she said. 

She noted that representing Uganda’s cultural richness required collective effort, and  that the country’s identity was far broader than its famed wildlife.

“The exportation of our music, our culture and heritage is the work of every single Ugandan. It cannot be the work of the UTB Ministry of Tourism or a handful of tour operators; and I think that Play it Loud is a manifestation of those efforts.”

Kaggwa said the platform has immense potential to showcase culinary treasures such as luwombo, rolex and nsenene, along with other cultural experiences often overshadowed by safari tourism. 

She added that the platform could help debunk myths about Uganda and inspire citizens to rediscover their heritage.

Kevin Bellwood, the Play It Loud Group Skills Master, spoke of the platform’s commitment not only to entertainment but also to talent development.

“At Play It Loud we know that technology alone doesn't shape our future. People do,” he said, honouring the creatives set to contribute to the platform.

He announced a robust creative skilling programme aimed at equipping young Ugandans with world-class abilities in production, editing, writing and animation. 

“Our commitment is to equip them with world class skills from production, to editing, writing, animation, ensuring that their work stands on the world stage,” he said.

Bellwood also unveiled an internship programme intended to place emerging creatives inside real production houses and studios, giving them hands-on experience and a springboard into professional careers.

Content creators expressed enthusiasm as they unveiled the shows they will premiere on the platform.

Socialite Deborah Nantongo Cleave aka Mami Debs announced Vibes and Visas, a show featuring ten adventurous women exploring a different country each season. 

Comedian Anne Kansiime revealed she will debut fresh episodes of Don’t Mess With Kansiime, a behind-the-scenes audition series for new cast members, and a comedy roast recorded in May.

Meanwhile, comedian Patrick Salvado shared that his 75-minute one-man show I Have Arrived, recorded at the National Theatre, will stream exclusively on Play It Loud.