With an attendance of over 45,000 according to Fire Base Management sources, the Kyarenga Album Launch went down as one of the most successful concerts of the year 2018.
The success notwithstanding, Kyarenga brought to light two new dimensions that had yet to be seen on the Ugandan entertainment scene.
The first is the glaring snub of the concert sponsorship by corporate companies and the role of social media influencers to effectively market an event. Given the political clout that surrounded it, Kyarenga was bound to be controversial bait that most corporate companies could not risk to bite.
Only those that did not have much to lose took the political risk. Not only did the concert have clear no venue at the beginning, but there was also no clearly set date when it would happen.
The initial date was October 20, 2018, but due glitches between the Uganda Police, Emma Promotionz – the initial promoters of the concert and the management of the Mandela National Stadium, it was moved to November 10.
When FUFA lodged a complaint against the use of the stadium, it was seemingly the last nail in Kyarenga’s coffin. Even Bobi Wine at one point admitted that “I am not sure this concert will happen,” in one of his social media posts.
The uncertainty according to communications Herbert Mucunguzi, Kwese TV’s Country Manager could explain why there was little corporate sponsorship for the event that eventually happen at Bobi Wine’s One Love Beach in Busabala.
“Bobi Wine is a fighter. He was determined to have his event this year by hook or crook. He wanted to sail against the tide and had chosen the right venue. Companies care about brand placement and obviously, Namboole is more appealing than Busabala,” Mucunguzi added.
The political factor
The other reason why corporate companies shied away from Kyarenga concert is the musician’s current political structure that has, according to analysts shadowed his music career.
Bobi Wine, who doubles as the Kyadondo East MP has since assuming Parliament taken his fight against what he calls bad leadership to the doorstep of President Museveni. With his People Power outfit, he has grown into a force that gives the incumbent regime sleepless nights.
“Most corporate companies don’t want to be seen as taking sides. They want to play safe because there is the reputation of their brands is at stake. Some people might like it and others might choose to boycott it like the Nike Scandal in the US after the Kaepernick advert,” Mucunguzi added.
And as rightly observed, Busabala had politics written all over it from the colours that people donned to the guests that were invited. Red – a colour that became popular after the Age Limit debate was predominant. Most people have concluded that the gathering was not a concert but a political rally.
Poor management
When Matooke Republic reached out to the corporate companies that would have otherwise not turned their back on Kyarenga concert organizers, they all said they were contacted by neither Bobi Wine nor his event promoter.
Joel Kigozi, Next Media’s Chief Strategist who recently gave Jose Chameleone shs500m for his December 7 concert at Cricket Oval said that if the organizers had reached out to them, NBS Television would have sponsored.
“All we have ever wanted is to promote our very own talent. That is why we created NXT Radio but we never got any proposals from the Bobi Wine team to sponsor,” Kigozi said. MTN Uganda shared similar sentiments.
Val Oketcho, the telecom’s Corporate Communications Manager said that the legislator did not request for the company’s participation or sponsorship. This could either be a question of poor organisation on Bobi Wine’s part or self-assurance that he could pull it off without corporate support.
But for the companies that dared to participate, the results were obvious. BBS Terefayina, the television that aired the concert live was picked over 8 million new viewers during the concert hours alone both on and offline.
The vendors of foods, assorted products and red apparel such as People Power T-shirts, berets and bandanas left Busabala while counting their blessings.
The government has since classified the manufacture and sale of People Power apparel as criminal and vowed to confiscate the clothing from anyone found wearing them, anywhere.
Although the Uganda Revenue Authority (URA) failed to disclose how much was declared as ticket sales from the highly attended concert, it is estimated that Bobi Wine and team collected money in the excesses of Shs300m.