Ugandan artist Collin Sserunjogi unveils industry handbook

Titled African Professional Artist Handbook, the book is on sale in Kampala, Uganda, and on Amazon. It offers guidance, inspiration, and practical strategies to unlock your full potential as an artist. It covers various facets of artist development, ranging from moulding an identity to craft development and branding and mastering the music business’ intricacies.

Sserunjogi draws from his experiences garnered from the trenches of the music business. He also shares insights from industry luminaries like Myko Ouma, Julius Kyazze, Kenneth Mugabi, Diamond Platnumz and Don Jazzy, offering practical advice and invaluable lessons.

The book’s modular structure allows readers to explore key themes independently. In the first module titled ‘Identity’, Sserunjogi explores the importance of establishing and aligning a personal mission with one’s artistic endeavours.

The second module – ‘Craft Development’ – emphasises, among other issues, identifying a target audience so one can direct all energies into serving said audience. This section also delves into content strategy, providing artists with the essential skills to elevate their creative output and captivate audiences.

Module three, titled ‘Tools, underscores the importance of equipping oneself with the necessary tools to actualise one’s musical ambitions. Here, the author stresses the importance of mastering skills like how to use music production software, citing a valuable lesson he learned during the COVID lockdown.

After losing his job, Sserunjogi could no longer afford to maintain the services of a professional producer but he decided to turn this hurdle into triumph, mastering the art of music production, and eventually producing more than 100 songs during the lockdown. This module highlights the importance of adaptability and resourcefulness.

Sserunjogi also focuses on the critical task of branding and packaging oneself as an artist. The author offers artists insights on how to strategically position themselves to forge meaningful connections with the audience and leave a lasting impression in a crowded marketplace.

Another key section in the book takes readers into the heart of the industry. Titled ‘The Music Business’, the chapter offers a roadmap for artists seeking to navigate the music business’ complexities with finesse.

Additionally, the book covers events production, music licensing, and merchandise – valuable avenues an artist can use to maximise their earning potential.

The author uses real-world examples like Diamond Platnumz, who diversified his ventures beyond music, building an entire ecosystem around the entertainment industry, and Stephen Rwangyezi, the proprietor of Ndere Cultural Centre, who has also branched out from music and acting successfully. The book underscores the importance of patience, consistent business strategies, and analysing market trends to gain bargaining power.

The handbook’s cover is designed by artist and singer Patricia Mitirikpwe, who also writes the foreword to the book.

Sserunjogie founded Cajon Music House (also known as CMH Live) in 2017 to create a platform for young upcoming artists in Kampala. He also runs The Academy Musician Fellowship, a seven-month extensive training for new artists.

He is a Starling Collective fellow, New Vision Top 40 Under 40 2021 nominee, Pollination Project grantee, GivingTuesday grantee, and Sondeka Music Awards nominee.