Content creation: Earning from it the Brian Mulondo way

Many young people are beginning to monetise their content even as it remains work in progress. PHOTO / EDGAR R. BATTE
What you need to know:
- Brian Mulondo didn’t back down even when some people said his work was not good enough. Instead, he used the criticism as feedback that has made him produce some of the most-watched shows within and beyond
Content creation in Uganda has taken on a life of its own. It’s no longer a side gig to be whispered about but a full-blown career with potential for growth and big earnings.
Brian Mulondo is a testament of this growth having started out as a discovered talent, who featured in a news segment at KPC to becoming a household name in TV, radio, and beyond.
Reflecting on his start, Mulondo recalls: “It all began when I asked for a shot at this news piece on a Sunday,” which he says gave a unique twist, layering in a Nigerian dialect for flavor.
Lucky enough, the then-production manager of NTV was in the audience and “pulled me aside after the show to chat. That one conversation opened doors I didn’t even know existed”.
That first break led to others, and Mulondo soon became known for NTV’s Tricksters and MiniBuz before joining the news anchoring section and then KFM.
"Better Living was our launchpad," he says, referring to the show he and his team created.
He even caught the attention of brands, landing gigs for MTN and eventually starting his own company, Garage Group.
The name has its own quirky story. “I was hunting for a place to stay after my housemate needed me to move out as he was getting married. The house hunt only got us a garage. It might not sound glamorous, but it inspired the name ‘Garage’,” he laughs.
Mulondo’s journey is a testament to boldness that as many people do, did not wait to be noticed. “You need to tell people you are good at what you do,” he says. However, the road hasn’t been all smooth. Just like any human being, Mulondo has had some rough days.
For instance, he says, he one time pitched a pilot for the Timeline, but the idea was initially met with skepticism.
“We pitched to the NTV manager then and she said it wasn’t good, and yes, that stung,” he recalls.
But he didn’t back down. Instead, he asked for feedback. “Pepsi told us, ‘make it punchy, snappy, and straight to the point. Run it several times a day,’ and that advice transformed our approach.” When they finally pitched it to MTN, they got the green light. “They didn’t just approve it; they fast-tracked it,” Mulondo says.
Prim Nyonyozi, another content creator, speaks of her own hurdles during a YouTube interview, particularly dealing with imposter syndrome.
“I walked out of a building after a pitch, and someone stopped me to ask, ‘Do you even make money from content?’” she remembers.
“I didn’t answer, though I had just signed a contract worth Shs2m,” she says, noting that it has been a journey of “believing in herself and letting the encouragement of others sink in”.
Mulondo, like Nonyozi, found a valuable lesson in persistence, especially during NTV’s structural changes.
At some point, he says, he remembered the words of a mentor, Peter Kimbowa, who while at a refresher session said: “Some of you are creatives, but you have never come up with an idea. Why don’t you think?”
Those words stuck, propelling Mulondo to birth the Timeline, a social media show that airs five times a day, five days a week on NTV.
“Today, we produce four shows; Timeline, Bump Love, The Challenge, and Ride with the Mulondos,” he shares.
But it’s not just about content; it’s about impact.
Mulondo says creators must learn the business side of things.
“You can’t survive on passion alone. That is why I joined Spirit Forward Financial class at Worship Harvest Church. I needed to understand finance, budgeting, brand-building.”
He has seen firsthand how financial literacy helped him build a sustainable business, giving him an opportunity to “manage my team” by formalizing operations and monetising content”.
For Mulondo, criticism is an essential part of the journey and “if you are mature enough, it makes you better”.
He says creators must share rather than keep their work on laptops for fear of “stealing” their ideas, because it is “execution that sets ideas apart”.
Beyond this, he says, professionalism is key in an industry that is stereotyped as “a playground for failures”.
“This is an industry of the best. If I can make you watch a show for two hours, I am doing something right,” he says.
The creators of the Unpopular Show say creating content without a strategy is a waste of money and time.
“While there is opportunity to grow, it is better to tap into seasoned talent to avoid making costly mistakes. Therefore, it pays to learn from those that have professionalised the craft. That way, you will avoid the pitfalls we suffered.”
Still, Uganda’s content creation scene has its challenges, with some creators saying: “We are just getting started here. So explaining the value of our work to businesses is tough.”
Additionally, brands have diluted creators’ capacity a little because sometimes they hire agencies to scout influencers, yet some of these agencies refuse to pay or offer absurd rates.
“It is a ghetto out here,” one creator says, but notes that resilience and standing up for their worth are part of the job.
However, one key emphasis for Mulondo is to “build their credibility”.
“Yes, you might start with unpaid gigs or internships, but keep going,” he says but notes that in all this, a creator must look for growth, partnerships, and understanding that while you are building your brand, you are also building an industry.
While content creation is still struggling to stamp its authority in Uganda, the future remains bright and the charge to fully monitise it can no longer be ignored.
About Brian Mulondo
Brian Mulondo currently works with KFM as a presenter. He is a testament of growth having started as a discovered talent, who featured in a news segment at KPC to becoming a household name in TV, radio, and beyond