Eddy Kenzo’s manager Martin Beta adds diplomacy to his CV – Sqoop

Martin Beta, the manager of Ugandan music star Eddy Kenzo, is looking beyond the business of music after graduating with a Bachelor of Arts in International Relations and Diplomatic Studies from Victoria University.

For a man whose work involves managing an artiste’s career, negotiating opportunities and navigating the entertainment business, the degree offers another way of understanding how Uganda’s creative industry can build connections beyond its borders.

Beta says his experience in entertainment exposed him to the role of international engagement, policy and strategic partnerships in creating opportunities for artistes. He enrolled for the course to complement his practical experience with academic knowledge.

“I believe that diplomacy extends beyond government-to-government relations; it also involves cultural exchange, economic cooperation, and building bridges between people and nations,” he says.

The idea is particularly relevant to Uganda’s music industry, where artistes are increasingly pursuing audiences outside the country through international performances, collaborations and other commercial opportunities.

While music can introduce Ugandan talent to new audiences, sustaining that interest requires more than a hit song. Management, business negotiations, international networks and an understanding of different markets can all influence how far an artiste’s career travels.

Beta believes the same approach can help Uganda’s wider creative economy, including music and film, gain international recognition and contribute to economic growth.

He sees artistes not only as entertainers but also as potential cultural ambassadors whose work can draw attention to Uganda and create opportunities for tourism, trade, investment and cooperation.

For Beta, this presents an opportunity to connect the entertainment industry with the wider world of international relations. His experience managing Kenzo has given him a practical understanding of the demands of the music business, while his studies have introduced him to the broader frameworks through which countries and institutions engage.

He also hopes to apply his training to policy research, strategic leadership and institutional development, particularly in exploring how policy can support the growth of Uganda’s creative sector.

But earning the degree while maintaining his professional responsibilities was not without challenges.

Beta had to balance lectures, coursework, research and examinations with the demands of his work in the music industry. The competing responsibilities required careful planning and sacrifices, he says.

“There were moments when the pressure was considerable, but I remained focused on the bigger picture and reminded myself why I had enrolled in the first place,” he says.

The experience reinforced his belief that professional commitments should not stand in the way of continued learning.

“Being busy should not prevent you from growing,” he says.

Beta does not regard graduation as the end of his academic journey. He hopes to pursue further studies in public policy, strategic leadership, international affairs and development, while applying what he has learnt to his work.

His next challenge will be translating that knowledge into practice, particularly in an industry where international ambitions must be matched by strong partnerships, sound business decisions and opportunities that benefit Ugandan creatives.