A Pass Sees Marketing as the Missing Piece for Many Artistes

A Pass plans to place his next album on 10 billboards across Uganda as he embraces a bigger marketing strategy for his music.

The move follows the promotional campaign behind Miracles, his seven-track collaborative EP with Swedish producer Kaboo.

Since releasing the project in April 2026, he has backed it with a level of promotion rarely seen in his career, including online campaigns and a billboard in Lugogo.

According to the singer, investing in marketing is no longer optional in today’s music industry, where visibility can matter just as much as talent.

It does not make sense to record music and then not market it. These days, music is about marketing. If I could, I would have even done the big billboards.

The campaign reflects the commitment of everyone involved in the project, including Kaboo and Switzerland-based label Home Crowd Recordings.

We gave it a lot of time because the project was not just me. It was me and Kaboo and the management in Switzerland, Home Crowd Recordings. Everyone has put effort into the project. Everyone has to put in effort in order to make it really big.

That investment has also shaped his plans for future releases.

My next album will be on about 10 billboards across the country. Those are the things I want and have to do. I can no longer play small.

A Pass believes aggressive promotion gives artistes an edge over the more talented ones as the music industry becomes increasingly driven by visibility.

You can be very talented, but no one knows you. Then there is someone who is not very talented, but they are aggressive and they know what to do, which is the most important thing right now. We are in an attention industry. Whoever can pull attention is who the people will focus on.