Uganda’s entertainment scene pulsed with excitement on Wednesday night as filmmakers, actors, comedians, podcasters and social media stars gathered for a moment many have long awaited. The grand unveiling of Play It Loud, a home-grown streaming platform poised to propel Ugandan storytelling onto the world stage.
Hosted at the elegant Mestil Hotel in Kampala, the star-studded launch drew top celebrities, industry stakeholders and a vibrant community of creatives whose voices will soon echo across the platform.
For many in attendance, the night was more than an event, it was a cultural milestone, a bold affirmation that Uganda’s creative economy is ready for takeoff.
Now officially live on both Android and Apple devices, Play It Loud offers a digital home for authentic Ugandan content, from films and comedy specials to lifestyle shows and podcasts.
The platform positions itself as a game-changer, promising to transform how Uganda creates, consumes and exports its entertainment.
Juliana Kaggwa, the CEO of the Uganda Tourism Board, applauded the platform as a long-overdue bridge between the creative 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.
Kaggwa emphasized that Uganda’s identity stretches far beyond mountain gorillas and safari adventures. The country’s cultural treasures, its food, fashion, music, humour, and everyday lived stories, deserve the global spotlight.
“The exportation of our music, our culture and our heritage is the work of every single Ugandan,” she added. “Play It Loud is a manifestation of those efforts.”
She noted the platform’s potential to showcase beloved culinary icons like luwombo, the rolex and nsenene, alongside other rich cultural experiences often overlooked in mainstream tourism campaigns. Such storytelling, she said, could challenge stereotypes and inspire Ugandans to reconnect with their roots.
According to Kevin Bellwood, the platform’s Group Skills Master, the mission includes nurturing a skilled creative workforce that can compete and excel on the global stage.
“At Play It Loud, we know that technology alone doesn’t shape our future. People do,” he noted, applauding the storytellers and performers whose work will fuel the platform’s success.
Comedy queen Anne Kansiime revealed that new episodes of Don’t Mess With Kansiime are on the way, along with a behind-the-scenes audition series and a comedy roast filmed earlier this year. Meanwhile, comedian Patrick Salvado confirmed that his 75-minute one-man special I Have Arrived, recorded at the National Theatre, will stream exclusively on Play It Loud.
