By Patrick Ssentongo
If 2025 is to be remembered as the year live entertainment fully regained momentum in the 256, then Talent Africa Group (TAG) stands prominently at the centre of that resurgence. Throughout the year, the company delivered an extensive portfolio of concerts, festivals, cultural experiences and corporate engagements that not only drew large audiences but also reinforced confidence in the country’s live events industry.
TAG approached 2025 with clear intent. As East Africa’s leading 360-degree entertainment company, it focused on scale, diversity and execution, curating events for varied audiences while maintaining a consistent standard of production. The result was one of the busiest seasons in the company’s history, marked by events that were both culturally relevant and commercially viable.
One of the year’s major highlights was the Nyege Nyege Festival, which has become a key platform for alternative music, artistic expression and cross-border cultural exchange. In 2025, the festival once again attracted thousands of attendees, artists and creatives from across the region and beyond, further positioning Uganda on the global festival map. The event’s successful delivery reflected TAG’s capacity to manage complex, multi-day productions that require both creative sensitivity and strong logistical coordination.
TAG’s portfolio also included more intimate, premium experiences that contrasted with large-scale festivals while remaining equally impactful. These curated events blended performance, elegance and exclusivity, demonstrating the company’s ability to design varied entertainment products without compromising quality.
Music remained central to TAG’s programming throughout the year. Concert properties such as the Eastside Tour at Ndere Cultural Centre, headlined by Marvin Records artistes Bayanni, Boy Spyce and Magixx, reflected the company’s commitment to connecting continental and global sounds with local audiences.
Other notable productions during the year included Jameson Hangout, Legends of Sound: Afrigo@50, marking the band’s golden anniversary at Millennium Grounds, Into The B’raka Land, Joshua Baraka’s maiden concert at Ndere Cultural Centre, Uganda Dance Nights, the Latin and Ballroom Dance Gala Ball at Kampala Serena Hotel, Ekyooto Ha Mpango, The Royal Experience with Cindy Sanyu in Concert, The Comedy Grill of Anne Kansiime, Uganda’s first roast-style comedy experience at Sheraton Gardens, and Rave to the Grave Halloween Party, among others.
These events attracted a mix of Ugandan audiences and international visitors, creating shared cultural spaces that benefited artists and contributed to the growth of the wider creative economy.
Performing artist Bruce Dickson, who appeared on a TAG platform during the year, noted that, “TAG events feel intentional. You’re not just booked to perform — you’re part of something bigger, something that’s well thought out.” This attention to detail has become a defining strength of the company, driven by a well-coordinated team under the leadership of Group CEO Aly Alibhai.
Beyond entertainment, TAG also successfully delivered several high-profile corporate and institutional events, often alongside major concerts, without compromising quality or execution. This operational range has positioned the company as a trusted partner across sectors, capable of balancing creative delivery with corporate precision.
