KAMPALA, UGANDA – Airtel Uganda has partnered with Trace Africa to support the Trace Music Awards, a platform aimed at promoting African music talent.
The awards, which will take place in Zanzibar later this month, will see Ugandan musician Joshua Baraka compete against his counterparts from across the continent. The awards are set for February 26 in Zanzibar.
Speaking at a nomination event in Kampala, David Birungi, Airtel Uganda’s Public Relations Manager, said the partnership was part of the company’s efforts to support local talent.
“We believe that Ugandan musicians have what it takes to compete on the international stage,” Mr Birungi said. “This partnership is our way of supporting them and giving them a platform to showcase their talent.”
Birungi said that Airtel Uganda has been investing heavily in promoting local music talent, with initiatives.
“As a company, we are committed to investing in initiatives that promote local talent and provide opportunities for musicians to grow and develop their careers. The Trace Music Awards are a great platform for us to achieve this goal.”
“We have seen firsthand the impact that these initiatives can have on the careers of local musicians,” he said. “We are proud to be supporting the Trace Music Awards and look forward to seeing the talented musicians from Uganda and across Africa compete for these prestigious awards,” he added explaining that the company has been working to reduce the cost of data and increase smartphone penetration in Uganda, in an effort to make it easier for musicians to produce and distribute their music.
The awards will also culminate the Airtel #SmartaWithData campaign, an initiative to enable customers to make informed decisions about their data usage habits.
Airtel Africa earlier this year collaborated with three internationally renowned African artists, Fally Ipupa (Democratic Republic of Congo), Diamond Platnumz (Tanzania), and Simi (Nigeria) to engage customers on
how to enhance their digital experience by making the most of their data bundles.
The artists created a special song to provide customers with practical tips and tools that will help them to maximize their data for everyday use, from browsing the internet to streaming and accessing essential apps.
Dennis Kahindi, Director of Home Broadband, Airtel Uganda emphasized how the #SmartaWithData campaign aligns with Airtel’s mission to bridge the digital divide by providing affordable and reliable data solutions, enabling young creatives, entrepreneurs, and digital consumers to maximize their online experiences.
“In Uganda, this collaboration is particularly important. We know that data access is not just about staying connected but also about unlocking opportunities. Whether you are an artist sharing your music with the world, a young entrepreneur running an online business, or a student expanding your knowledge, Airtel is here to ensure that you get the most out of your data experience,” he said.
Speaking at the event, Uganda Breweries Managing Director Andrew Kilonzo, emphasized the importance of supporting platforms that elevate African talent.
“Africa’s creative industry is rich with talent, yet many artistes struggle to break into global markets. At Johnnie Walker, we believe in progress and the power of pushing boundaries. By supporting platforms like the Trace Music Awards, we are not only giving African voices the international recognition they deserve but also reinforcing our Keep Walking mantra, championing those who dare to dream and forge new paths,” said Kilonzo.
“Joshua Baraka’s nomination is a proud moment for Uganda. It reflects the incredible talent we have in our country and proves that Ugandan music is gaining recognition on the international scene. This is just the beginning, and we are excited to see more Ugandan artistes keep walking towards global appreciation,” he added.
Taking the stage, an emotional Joshua Baraka reflected on his journey.
“This has been a journey of faith and hard work. It hasn’t been easy, but I’m grateful for my team and everyone that has supported me along the way. This nomination isn’t just for me, it’s for Uganda, for every artiste pushing to be heard on the global stage,” Baraka said.
The night also sparked conversations about the evolution of African music and its increasing global recognition.
Industry experts weighed in on how platforms like the Trace Music Awards are reshaping narratives, and giving African artistes the international exposure they deserve.
Joshua Baraka is nominated in the Best Eastern African Artist category, competing against heavyweights like Diamond Platnumz, Zuchu, and Bien. Ugandans can rally behind him and cast their votes by visiting www.traceawards.plus, to bring the award home!
The Trace Awards & Summit 2025 is sponsored by Johnnie Walker and Airtel, and will be broadcast live from Zanzibar, Tanzania, on February 26.
