How Uganda turned Nyege Nyege festival into one of Africa's most prominent cultural exports

In just under a decade, Uganda’s Nyege Nyege Festival has grown from a niche gathering of underground artists into one of Africa’s most prominent cultural exports—generating millions in revenue and reshaping the continent’s music and events landscape.

Launched in 2015 on the banks of the Nile River in Jinja, Nyege Nyege started as a platform to promote alternative electronic music and give visibility to artists operating outside East Africa’s mainstream sound. What followed was a steady expansion marked by international attention, a growing digital presence, and increasing economic returns.

The event, which once attracted a few hundred local and regional revellers, now draws over 10,000 attendees annually—many of them international visitors.

This influx has had a measurable impact on Uganda’s tourism sector, with hotels, transport operators, and local vendors reporting spikes in business during the festival period.

Beyond the event itself, Nyege Nyege has developed into a broader cultural ecosystem. Its organisers run a record label, artist residency programmes, and talent management projects. The festival has helped launch the careers of numerous African artists, many of whom now perform on global stages in Europe and North America.

Revenue is not limited to ticket sales. Nyege Nyege’s appeal has attracted sponsorship from global brands, grants from cultural institutions, and partnerships with international festivals.

According to industry observers, the festival now moves millions of Ugandan shillings each year, positioning it as one of the country's most commercially successful creative enterprises.

But the festival has not been without controversy. Its name—meaning "uncontrollable urge to dance" in Luganda—has drawn criticism from conservative quarters in Uganda.

In 2022, government officials briefly banned the event, citing moral concerns, before public backlash forced a reversal. This tension between cultural freedom and societal norms continues to shape its evolution.

Still, analysts say Nyege Nyege’s rise reflects a broader shift in African cultural industries, where creative events are increasingly seen not just as entertainment but as viable economic drivers.

For Uganda, the festival now stands as a case study in how alternative culture, when nurtured and given space, can become a formidable commercial force.