Swangz Avenue musician Elijah Kitaka has highlighted the growing influence of music streaming platforms in Uganda, saying digital services have created more opportunities for emerging artists to reach audiences and gain recognition. Kitaka reflected on the changes in Uganda’s music industry, comparing today’s digital music landscape to the era when groups such as Radio & Weasel dominated the scene.

He noted that artists and fans had limited knowledge of platforms such as Apple Music and other streaming services at the time. According to the singer, musicians in the past largely depended on radio airplay, word of mouth and organic popularity for their songs to become hits.

Today, however, streaming platforms have given artists another way to put their music in front of listeners. “We didn’t even know about those platforms. A song would hit on its own, but now we even have Apple Music charts where your song can be number one, and elsewhere the rankings matter,” Kitaka said.

Kitaka believes streaming charts have become an important part of how music performance is measured. Strong digital rankings can increase an artist’s visibility and may also contribute to how musicians are recognised through awards and other industry platforms.

He added that the current digital system gives emerging musicians more opportunities to introduce their music to audiences without depending entirely on traditional gatekeepers. Kitaka also pointed to changing listener tastes, saying audiences have become more receptive to different sounds.

In his view, this has made it easier for artists with unconventional styles to find listeners and build audiences around their music. “Things in our generation have changed. People have accepted the sound as well,” he said, reflecting on how listeners have become more open to new musical styles.

For Uganda’s emerging artists, the growth of music streaming means there are now more avenues to release music, reach new listeners and build visibility beyond traditional radio and television platforms.