Uganda’s creative sector registered a significant milestone on Wednesday evening with the official launch of Play It Loud, a home-grown streaming platform now available on both Android and Apple devices. 
The event, held at Mestil Hotel in Kampala, attracted filmmakers, actors, comedians, podcasters, influencers and other key players eager to see how the platform will expand opportunities for local content.
Chief guest Juliana Kaggwa, the Chief Executive Officer of the Uganda Tourism Board (UTB), used the occasion to emphasise the role Play It Loud could play in amplifying Uganda’s cultural identity and strengthening the country’s presence on the global creative map.
Kaggwa said the collaboration between the creative industry and the public sector is essential for exporting Ugandan stories to international audiences.
“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. She noted that Uganda’s cultural strengths extend far beyond wildlife and landscapes, and that platforms such as Play It Loud provide an opportunity to highlight local heritage, food, music and everyday experiences.
She pointed out that dishes like luwombo, the rolex and nsenene should be part of the country’s cultural portfolio presented to the world, adding that younger Ugandans also need content that reconnects them to their identity.
“We need to take a deep dive into this place we call home. This generation knows very little about Uganda,” she said.
Beyond cultural promotion, Play It Loud announced long-term plans for strengthening skills within the creative workforce. Kevin Bellwood, the Group Skills Master at Play It Loud, highlighted the platform’s intention to develop a structured training and internship programme aimed at preparing young people for professional careers in film, animation, production, editing and writing.
“At Play It Loud, we know that technology alone doesn’t shape the future. People do,” Bellwood said. He added that the training initiative will equip emerging creatives with the technical abilities needed to meet international standards, while the internship placements will give them practical exposure inside active film and media studios.
The event also featured previews of content already lined up for release. Influencer Mami Deb (Deborah Nantongo Cleave) announced her new travel and lifestyle show Vibes and Visas, which follows ten women exploring a different country each season.
Comedian Anne Kansiime confirmed that she will premiere fresh episodes of Don’t Mess With Kansiime, including a behind-the-scenes audition series and a previously recorded comedy roast.
Fellow comedian Patrick Salvado revealed that his 75-minute stand-up special I Have Arrived, recorded at the National Theatre, will be streamed exclusively on the platform.
Play It Loud representatives said the platform aims to grow a digital ecosystem that elevates Ugandan creators, promotes the country’s culture and strengthens the creative economy by offering new revenue and distribution opportunities. Creatives at the launch described the platform as a timely boost for the sector at a moment when demand for locally produced content continues to rise.
With support from creators, industry stakeholders and public institutions such as UTB, Play It Loud enters the market positioned as a new channel for telling Uganda’s stories to regional and global audiences.
