Africa needs better creative businesses, not more talent – Julius Kyazze

What the report says

Sqoop Uganda reports that Julius Kyazze, co-founder of Swangz Avenue, is urging Africa’s creative industry to focus less on searching for the next major star and more on building the businesses that help creative talent last. In a recent interview cited by the publisher, Kyazze said the continent has no shortage of gifted artists, but lacks enough managers, promoters, marketers, producers, distributors and other professionals who can turn talent into durable careers and profitable enterprises.

His comments come as African entertainment continues to draw wider global attention through Afrobeats, film, streaming platforms and online audiences. Sqoop reports that Kyazze believes this visibility has not solved a deeper structural problem: many performers still depend on individual breakthroughs rather than strong institutions that can support touring, collaboration, commercial planning and career development beyond a viral moment or hit record.

The report links Kyazze’s thinking to Live54+, described as a pan-African creative company combining live entertainment, media, talent management, content production and marketing. He presents the venture as part of a broader effort to connect African markets and help creatives build sustainable careers within the continent through partnerships and local institutions.

Sqoop also notes Kyazze’s own path from dancing to entertainment entrepreneurship, including time in Kenya that shaped his view of music and the arts as businesses rather than passion projects alone. The wider significance of his argument is that Africa’s creative economy may depend not only on internationally recognised artists, but on companies capable of employing and supporting the many people working behind the scenes.