Why Winnie Nwagi Isn’t Leaving Her Label Swangz Avenue

14 January 2024

[Winnie Nwagi/Ghafla]

Written by Pharis Kinyua

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In the dynamic world of the Ugandan music industry, loyalty and unwavering support between artists and their record labels are often rare gems. However, for Winnie Nwagi, the powerhouse singer whose soulful tunes have resonated across the nation, the bond with Swangz Avenue is more than a business relationship–it's a decade-long musical partnership that has shaped her career and defined her success.

During a candid appearance on NBS After 5, when questioned about persistent rumors of her departure from Swangz Avenue, Nwagi responded with clarity and conviction. "There are those who come and tell me, 'Why don't you leave? I feel you can manage without a label.' Blah blah blah. There are many advisors out there!" she exclaimed, dismissing the unsolicited counsel that had come her way.

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The singer went on to highlight the intricacies of the music industry, emphasizing that it's not as simple as some may perceive. "I don't think I can [manage without a label]. These things appear to be easy, but they are not. I can't handle the music business on my own," Nwagi confessed. Her journey, she explained, began with the Coca-Cola Rated Next competition, where she emerged as the second runner-up in 2014. The platform provided her with the exposure and mentorship she needed to kickstart her career.

In a poignant analogy, Nwagi likened her relationship with Swangz Avenue to that of a married woman who may be tempted to leave her union but risks abandonment once she divorces. The metaphor captures the intricacies of the artist-label relationship, highlighting the trust and dependency that have developed over the years.

Benon Mugumbya, co-founder of Swangz Avenue, played a pivotal role in discovering Nwagi's talent when she participated in the second season of Coca-Cola Rated Next. As one of the judges, Mugumbya recognized her potential, and their collaboration soon began, marking the inception of a partnership that would shape the Ugandan music landscape.

Nwagi's breakthrough came in 2016 with the release of 'Musawo,' produced by the late Danz Kumapeesa. The song catapulted her into the limelight, and since then, she has consistently delivered chart-topping hits. In 2022, she reached new heights by hosting one of the most highly attended concerts in recent history at the Lugogo Cricket Oval in Kampala.

The success Nwagi has achieved under Swangz Avenue's guidance is a testament to the label's commitment to nurturing talent and providing a platform for artists to thrive. It also underscores the unique bond that has formed between Winnie Nwagi and the record label over the past decade.

As the rumors swirl and speculation persists, one thing remains clear–Winnie Nwagi's loyalty to Swangz Avenue is deeply rooted in gratitude for the support, mentorship, and opportunities that have propelled her to the pinnacle of the Ugandan music scene. The decade-long journey is a testament to the enduring strength of their musical partnership, and fans can expect more soul-stirring melodies as Nwagi continues to ride the wave of success with Swangz Avenue by her side.

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