Ugandan musician Joshua Baraka has taken the East African music industry by storm with his chart-topping hits, yet fans in Kampala rarely get to see him perform live. The singer, whose music has crossed borders into Nigeria, the United Kingdom, and other parts of Africa, attributes this to his performance fees, which are significantly higher than what local promoters are willing to offer.
In a candid interview, Baraka explained why he is rarely seen on Ugandan stages. “It’s not that I don’t want to perform here, but my rate card is high, and some promoters are not willing to pay that amount. I invest a lot in my music, and my pricing reflects that investment,” he revealed.
Baraka has adopted a premium brand strategy, ensuring that his performances remain exclusive and valuable. This decision, he says, helps maintain demand for his shows, rather than making his presence common.
"I don’t want to be everywhere. I’d rather set my price and perform for those who can meet it. It creates demand and keeps my brand strong," he added.
Despite his limited performances in Uganda, his influence continues to grow. His recent shows in Lagos, Abuja, and London have received massive receptions, proving that his music resonates on a global scale.
