Uganda’s entertainment industry experienced a defining moment on Wednesday night as filmmakers, actors, comedians, podcasters and social media influencers gathered to celebrate the launch of Play It Loud, a new home-grown streaming platform set to elevate local storytelling to global heights.
Hosted at Mestil Hotel in Kampala, the glamorous launch drew top celebrities, industry stakeholders and dozens of creatives whose work will soon be available on the platform. For many, it was more than an event it was a cultural milestone and a long-awaited win for Uganda’s creative economy.
Play It Loud is now live on both Android and Apple devices, offering a digital home for authentic Ugandan stories while giving local content creators an international stage. From films and comedy specials to podcasts and lifestyle shows, the platform promises to reshape how Uganda consumes and exports its entertainment.
Chief Guest Juliana Kaggwa, Chief Executive Officer of the Uganda Tourism Board (UTB), praised the platform as a timely bridge between the arts and the public sector.
“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 reminded guests that Uganda’s identity is deeper than mountain gorillas and safari landscapes, noting that the country’s cultural richness from food to music, fashion and humour deserves global attention.
“The exportation of our music, our culture and our heritage is the work of every single Ugandan,” she added. “Play It Loud is a manifestation of those efforts.”
Kaggwa highlighted the platform’s potential to showcase culinary icons such as luwombo, rolex and nsenene, as well as other cultural experiences that rarely make it into mainstream tourism campaigns. She also noted that the platform could help challenge stereotypes about Uganda and inspire citizens to rediscover their roots.
Play It Loud’s vision goes beyond streaming.
Kevin Bellwood, the platform’s Group Skills Master, emphasized that its mission includes building a skilled creative workforce capable of competing globally.
“At Play It Loud, we know that technology alone doesn’t shape our future. People do,” he said, crediting the creatives whose work will fuel the platform.
Bellwood announced a comprehensive creative skilling programme designed to equip young Ugandans with high-level capabilities in writing, animation, production and editing. He also revealed an internship initiative that will place emerging creatives inside real production houses, giving them the hands-on experience needed to launch professional careers.
The biggest cheers of the night came from content creators as they unveiled the shows set to premiere on the platform. Socialite Mami Debs introduced Vibes and Visas, a travel series featuring ten adventurous women exploring a different country each season.
Comedian Anne Kansiime revealed new episodes of Don’t Mess With Kansiime, along with a behind-the-scenes audition series and a comedy roast recorded earlier this year.
Meanwhile, comedian Patrick Salvado confirmed that his 75-minute one-man special I Have Arrived, recorded at the National Theatre, will stream exclusively on Play It Loud.
Play It Loud is more than just a streaming platform it is a movement. A movement for digital empowerment, a celebration of cultural pride, and a bold step toward elevating Ugandan creatives onto the global stage with confidence and unity.