In the entertainment world, many people will tell you that success can be short-lived. We have seen many people and businesses in the sector come with a splash only to disappear without a trace.
Julius Kyazze, the chief executive officer of Swangz Avenue, one of the most prominent production houses in Uganda, understands this cycle very well.
That is why he has spent years building something more stable by creating businesses that can survive changes in taste, technology, and competition.
Kyazze started in Kampala, where he built Swangz into one of Uganda’s most recognisable entertainment companies.
Through the company, he helped grow some of the country’s biggest music stars like Azawi, Vinka, Winnie Nwagi, and Elijah Kitaka while expanding into organising major events, producing content, and working closely with corporate brands.
Over time, Swangz Avenue became more than a music label. It evolved into a full-service entertainment outfit that combined talent management, production, and brand partnerships under one roof.
That strong foundation at home has become his stepping stone to Africa.
He has since launched Live54+, a pan-African creative holding company that brings together radio, live events, content production, and brand services.
The group operates in Uganda, Kenya, Tanzania, Rwanda, Ghana, and Burundi. Nairobi coordinates much of the regional strategy, while offices in Dubai and Mauritius support international partnerships and financing.
He says the expansion has been deliberate. Uganda’s relatively small advertising market forced him, he says, forced him to think carefully about efficiency and sustainability. Due to limited budgets, he says, Swangz Avenue was pushed to combine music, media, and events into one ecosystem so that if one revenue stream slowed, another could sustain the business.
After proving the model in Uganda, Kyazze began extending it across borders. He says Kenya offers larger corporate advertising spend, while Tanzania has mass audiences.
However, Ghana brings cultural influence that stretches beyond the continent. Instead of treating these markets as isolated ventures, Kyazze sees them as connected parts of a broader African vision for Swangz Avenue.
At the centre of his strategy is control of audiences and various media platforms. Radio, he says, provides reach while live events create direct engagement with fans. In addition, content production keeps brands like Swangz visible and relevant.
By linking these elements, he says, Live54+ will position itself as a partner for companies seeking to connect with young Africans across multiple countries.
He is aware that there are risks involved. For instance, many founder-led creative businesses struggle as they scale, often losing their creative spark in structure. He says managing operations across several countries demands discipline, strong governance, and trusted local teams.
The real test, as he launches Live54+, he believes, will be whether he can maintain the energy and execution that defined his success in Uganda while operating on a continental stage.
Yet for Kyazze, the move from Kampala to the continent is about building an African entertainment business designed to last in an industry where many people shine briefly and then disappear.
He believes he will make it.
