Uganda: EU Reinforces Support for Uganda’s Creative Sector Through Yo Voice Be Hard at Nyege Nyege Festival
By: Keziah Biya
KALAGALA FALLS / KAMPALA — The European Union (EU) this week deepened its commitment to Uganda’s creative economy by spotlighting Yo Voice Be Hard (YVBH), an EU-backed mentorship and performance initiative, at the Nyege Nyege Music Festival. The programme, presented on a high-profile festival stage, gave ten emerging Ugandan artists a showcase to perform before international delegates, industry professionals and thousands of festivalgoer’s, while underlining the EU’s broader strategy to grow the cultural and creative sectors as engines for jobs, tourism and identity.
“Yo Voice Be Hard demonstrates the transformative impact creativity can have on young people,” EU Ambassador to Uganda Jan Sadek said during the event, praising organisers for creating pathways that elevate new talent and strengthen Uganda’s arts ecosystem. He reaffirmed the EU’s intention to continue investing across the cultural value chain alongside partners from government, the private sector and international cultural organisations.
Built as a year-long accelerator, YVBH selected ten artists from more than 150 applications for a tailored package of mentorship, master classes and high-visibility performance slots. The initiative pairs technical training (production, management, branding) with networking opportunities and planned festival appearances, steps organizers say are designed to move artists from local recognition to regional and global markets.
The YVBH showcase at Nyege Nyege, which has grown into one of East Africa’s most internationally-attended cultural platforms, featured performances by the selected cohort including Hoaf Stain, Chiron, Nana Nyadia, Kezerod, Mitrikpwe Patricia, Vini Mercy, Single Dee, Authentic Voices Africa, Raso Mucki and KaRungi. The set gave each act direct exposure to festival curators, media partners and cultural institutions—opportunities the EU says are critical for career development and for strengthening Uganda’s cultural export potential.
YVBH operates under a “Team Europe” approach that brings together the EU Delegation and cultural partners such as Goethe-Zentrum, Alliance Française and the British Council, with media partner NRG Radio supporting outreach and broadcast opportunities. Officials framed the initiative as part of a wider EU agenda that links creative-sector investment to tourism, entrepreneurship and inclusive youth employment.
Festival organisers and partners noted immediate benefits beyond the stage. Nyege Nyege’s move to Kalagala Falls for its tenth edition expanded the event’s tourism footprint—bringing attendees into local economies, marketplaces and hospitality networks, and the YVBH alumni are expected to feed into new music, film and fashion circuits that further monetize Uganda’s creative talent. The EU delegation also signaled plans to coordinate with institutions such as the Uganda Development Bank and local private partners to strengthen creative value chains and sustainable cultural tourism.
British Council and local partners praised the initiative’s practical focus. “With specialized master classes and mentorship, these artists are discovering their potential and strengthening their voice,” said Rasheeda Nalumoso, Regional Creative Economy Programme Manager, highlighting the role of structured training in converting artistic talent into viable livelihoods.
Organisers say YVBH is meant to be catalytic—not only a series of one-off performances but a sustained pipeline of training, market access and international collaboration. For the EU, the programme reinforces a policy shift toward recognizing culture and creativity as measurable contributors to economic growth, social cohesion and soft-power diplomacy across partner countries.
Notes to editors
Yo Voice Be Hard (YVBH) is an EU-funded mentorship and showcase programme created to identify and accelerate emerging Ugandan music and performance talent.
Nyege Nyege Festival (Kalagala Falls) celebrated its 10th edition this year and continues to host multi-stage programming that blends music, film, fashion and cultural tourism.
