This Sunday, the industrial pulse of Silo 15 in Bugolobi will echo with more than just music. It will reverberate with the heartbeat of Kampala’s evolving creative identity, as the city plays host to the Cartel Bizness EP Listening Party, a gathering that blurs the lines between sound, fashion, and self-expression.
What promises to unfold is not just a music drop, but a moment. A cultural checkpoint. A celebration of bold steps, individuality, and artistic defiance, fittingly backed by Guinness Smooth, a brand that continues to sit at the intersection of creativity and culture.
At the centre of this night is Troy Elimu, better known as Denim Cartel, a fashion disruptor whose streetwear has become a canvas for Kampala’s new wave of expression. More than just a stylist or designer, Denim Cartel represents the spirit of a generation refusing to be boxed in. It is no surprise, then, that he is one of just two African faces of Guinness Smooth’s ‘Make It Yours’ campaign, a movement that champions originality, collaboration, and the power of turning passion into purpose.
His latest collaboration with some of the region’s most exciting voices, including Uganda’s Big Trill, Elijah Kitaka, and A Pass; Rwanda’s Mike Kayihura; and Kenya’s Bensoul is a seamless fusion of music and streetwear, performance and identity. The EP itself is an extension of Cartel’s creative philosophy: genreless, borderless, and deeply rooted in self-made artistry.
It is this very spirit that Guinness Smooth celebrates. Through its Make It Yours campaign, the brand has emerged not as a passive sponsor but as an active enabler of culture, empowering creatives across music, fashion, and art to show up fully and unapologetically.
“Supporting Denim Cartel and the Cartel Bizness EP is more than a partnership, it is a celebration of what happens when bold Ugandan creatives own their narrative,” says Denise Nazzinda, Brand Manager, Guinness Uganda. “This moment hits the bullseye of what Make It Yours is all about: personal expression, powerful collaborations, and culture made from the ground up.”
This Sunday’s listening party is not about mainstream fanfare. It is about authenticity, honouring the subcultures and creatives who shape Kampala’s rhythm, those whose voices may not always be loud, but are impossible to ignore. For one unforgettable night, their stories will rise in the melodies, the lyrics, the fabrics and yes, in every sip of Guinness Smooth. Because this is not just about music. It is about making it yours.
