Singer and performing artist Cindy Sanyu has weighed in on why Uganda’s film industry continues to struggle to achieve the level of growth and recognition many expect from it.

According to Cindy, one of the major challenges holding the industry back is the failure to build strong personalities and individual brands around actors and other film practitioners.

She argues that while Ugandans can easily remember movie titles, they often struggle to identify and connect with the individuals behind the characters.

I think we need to create personalities because in the film industry we majorly know the movies which come and go. We don’t know the individuals who feature in them.

Cindy believes the film industry should borrow a leaf from the music industry, where artists have deliberately built personal brands that make audiences interested in them even before their latest songs are released.

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I think in movies we have a task of creating names and brands so that people get to know them because sometimes people fall in love with individual characters in film and not the whole project.

She added that the same strategy has helped musicians build loyal audiences around their personal brands.

We mastered that art in music whereby, an artist sells himself before the music. I think in the film industry when we sell ourselves as individuals to the people, then the industry will elevate.

“Njagala kutegeera industry ya film”, Cindy ayogedde lwaki yettanide okuzannya film#DailySoup pic.twitter.com/ED6XPrVWVa

— SPARK TV (@sparktvuganda) October 5, 2026

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