Kaggwa Andrew
One way of keeping your artist in people’s faces could be making them accessible for interviews on radio, TV shows, and these days, YouTube. However, succeeding at this means controlling the narrative. If your reason for booking interviews for the artist is to promote a new song, it’s important for your artist’s coverage not to veer away from that song. If you booked interviews to promote a song and in a week, people are discussing her boyfriend rather than the song, that interview venture is a failure.
About a week ago, Azawi released an amazing song, Addict. Like it should be, she started promoting it by doing interviews.
However, everything that comes from the interviews, the clips that are finding their way to our pages on TikTok involve Azawi talking about other people or the past.
It is not a good look for an artist to be talking about other artists, especially when they have their own career; she may come off as a bitter person. And it’s worse if they are talking about the past….
“In 2020 and post Covid, I was untouchable…”
“Nga tugenze outside Kampala, Nebatuteka wali, nebatugamba tutandike, tansiza hit….” like really? In 2026, really?
I have always believed artists should only allow 30-minute interviews; beyond that, they start going off script, and that’s the part where a Galaxy presenter will say, “By the way, Nwagi said you’re nothing…”
When I interviewed Ne-Yo in 2015, before the MAMAs in Durban, his team gave me 15 minutes; for Lupita, I was given 20.
Anyway, the point is, anyone managing an artist should probably start considering talking points for both the presenter and the artist.
Now, why a picture of Kendrick Lamar? I don’t think there’s a modern artist who controls the narrative like this man. He lets you know what he wants you to know, when he wants you to know it.
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Written by
Ugandan Arts and Culture Journalist. Film and theatre enthusiast. Photojournalist.
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