Rising Ugandan singer Dax Vibez has signed a brand ambassador deal with Joystar Fashion Store, one of Kampala’s best-known fashion outlets, just months before his debut solo concert.
The artist—real name Ivan Bugembe Sentamu—was unveiled on Wednesday as the face of the brand alongside other creatives, including dancer Sharon Pinks. The endorsement marks a major milestone for Dax as he builds momentum towards his headline show, set for 29 August 2025 at Hotel Africana.
For Joystar, the partnership made perfect sense.
“We love Ugandan music—and Dax is one of our favourites,” the store’s founder told Mbu. “I like his songs Mayumba Kumi and At My Door, and I’ve even booked a table for his concert.”
She added that the partnership would initially run for a year, with the possibility of renewal.
Joystar Fashion is known for its wide appeal, and the brand sees parallels in Dax’s music. “The quality of our clothes is really good, and we cater for all classes—just like Dax does in his music.”
For the singer, the endorsement is a timely boost. The August concert will be his first solo headline show, and he says the decision to host it at Hotel Africana was an easy one.
“I’ve always had a good working relationship with the venue,” he said. “It’s accessible, comfortable—and it just feels like the right space for this kind of celebration.”
Asked what prompted him to take the step, Dax said the timing felt right.
“Every artiste dreams of having their own concert,” he explained. “Last year, I looked at all the music I had created—even the unreleased songs—and I realised I was finally ready.”
Dax Vibez is among Uganda’s most promising talents, with a growing catalogue that includes My Hero, Eno Love, Believe featuring Vinka, and Tabbu with Ava Peace. He is also the younger brother of musician and politician Robert Kyagulanyi Ssentamu, widely known as Bobi Wine.
