Uganda’s digital entertainment space took a major leap forward on Tuesday as Play It Loud made its official debut during a glamorous unveiling at Mestil Hotel. The event — attended by leading creators, media executives, and tech innovators — ended weeks of speculation about the platform’s intentions after its aggressive sweep of top-tier creator signings.

For days, the internet buzzed with questions as Play It Loud quietly onboarded some of the country’s most influential digital figures. Teaser posts, influencer hints, and cryptic videos left audiences wondering: What exactly is Play It Loud building — and why are creators flocking to it?

That puzzle became clearer at the launch, where the company unveiled an impressive roster of talent already under its creator ecosystem. Among them are Katrina, Bad Black, Mami Deb, Tindi, Natasha Sinayobye, Prim Asiimwe, Anne Kansiime, Azeezah, Evelyn Mic, Pablo, Troy Kente, Faisal, Kingsley, Marijan, Patra, Abryans, Kato Katende, Akelly, Ken Katuramu, Ken Kayongo, DJ Vee, Keith Malembe, Diana Kahunde, Eyo Mackus, Stella Nantumbwe, Comedy Store, Zari, and Navio — with more names expected soon. The mix of comedians, musicians, actors, influencers, and media personalities signals that Play It Loud hasn’t entered the market to experiment; it has arrived to build a fully-fledged content powerhouse.

During the launch, Shafik Nekambuza, the platform’s Commercial and Strategy Lead, highlighted Play It Loud’s long-term ambition to transform how creators earn and own content.

“Play It Loud isn’t just another streaming app,” he said. “It’s an economic engine built for African creators — a place where storytellers can build sustainable businesses, own their IP, and share their work with the world. Here, creators aren’t just contributors; they’re partners.”

Industry observers say the platform’s arrival could shift the continent’s digital landscape. For years, African creators have built audiences on foreign-owned platforms, often without ownership of the infrastructure or the content they produce. Play It Loud aims to flip that dynamic — giving creators the tools to distribute, monetise, and grow on an African-owned ecosystem designed with their needs in mind. With opportunities in streaming, licensing, advertising, and IP control, analysts believe Uganda may be positioning itself as a key exporter of original African streaming culture.

What sets Play It Loud apart, experts note, is the confidence creators have shown by signing on before its public rollout. That level of early commitment, they say, suggests solid financial backing, strong technology infrastructure, and a clear long-term vision — a sign that a new creator economy may be taking shape, centred on ownership, equity, and sustainability.

By the time the lights dimmed at Mestil Hotel on December 10, one thing was evident: Play It Loud did not come to test waters. With its creator-first philosophy, major talent partnerships, and continental ambition, the platform is stepping into the African streaming market with intent.

As one attendee remarked, “When this many big names join before the platform even goes live, it means Play It Loud isn’t just dropping an app — it’s sparking a movement.”