Role of YouTube in promoting Swangz avenue music in Kampala

Abstract

This study aimed to examine the role of YouTube in promoting Swangz Avenue‟s music. It focused on how YouTube as a digital platform has transformed Swangz Avenue’s marketing strategies, audience engagement and brand visibility. The researcher employed a qualitative study approach and gathered data using interviews, observations and music video analysis. The study found out that Swangz Avenue uses YouTube as a vital promotional tool which offers them measurable engagement. Swangz Avenue first pitches its new music videos on YouTube before any other platform; and that the quality of music video uploads influences the promotion rates. The study however revealed some, challenges such as algorithm changes, internet accessibility and high data costs in Uganda which limits its full potential in terms of accessibility and consumption. The study concludes that YouTube has significantly enhanced Swangz Avenue‟s digital presence and continues to play a central role in shaping contemporary music promotion in Kampala alongside other platforms.