Ugandan entrepreneur launches Live54+ to unite African creative ventures

NAIROBI, Kenya — Ugandan entrepreneur Julius Kyazze has launched Live54+, a pan-African creative holding company designed to integrate media, marketing and entertainment ventures across six African markets.

The new structure, which operates from a central hub in Nairobi, manages businesses in Uganda, Kenya, Tanzania, Rwanda, Burundi and Ghana. The group aims to provide a unified platform for brands seeking creative services across the continent, with additional strategic offices planned for Dubai and Mauritius.

The move comes as the creative sector in East Africa shifts from fragmented, founder-led agencies toward more formal, multinational organizations. This consolidation aligns with the goals of the African Continental Free Trade Area, which seeks to reduce barriers for cross-border trade in services.

Live54+ incorporates several prominent Ugandan creative enterprises, including Swangz Avenue, Buzz Group Africa, The Quollective, and NRG & Play Radio. The group’s portfolio spans content creation, talent management, digital marketing and radio broadcasting.

Kyazze, who has more than 20 years of experience in the media industry, said the formation of the group represents an evolution of the sector rather than a simple rebranding.

“Live54+ isn’t just a group of companies, it’s a vision,” Kyazze said in a statement. “We are building an ecosystem that empowers creators, brands, and platforms in every corner of the continent by providing structures and opportunities that elevate African ideas.”

By centralizing strategy and resources, the group hopes to achieve economies of scale and establish governance frameworks that are more attractive to institutional investors. While subsidiaries will maintain local operational autonomy, they will benefit from shared regional partnerships and infrastructure.

Analysts suggest the move reflects the growing maturity of Africa’s creative economy, which is expected to see significant growth driven by urbanization and a young, digitally connected population. By linking regional hubs like Nairobi and Kampala, Live54+ positions itself as a homegrown alternative to global agency networks.

The success of the model likely will depend on its ability to maintain transparency and governance as it seeks to scale across the East African Community and beyond.