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During an appearance on the Talk and Talk Show, Jenkins Mukasa, an entertainment critic and friend of Bebe Cool, mentioned that the singer met with executives from Universal Music Group, the company responsible for distributing his album.
On 2 August, Bebe Cool shared a post on X, explaining that he was also involved in the production of marketing and promotional assets for the album. His post read:
To my fans around the world. My highly anticipated afrobeat album titled, 'Break The Chains' is almost here. The concept of the album is about futurism, realising imaginations, finding opportunities and doing things differently from the conventional ways.
Break The Chains album aims at challenging prevailing mindsets and fostering a sense of collective unity among us, Africans.
There's a need for solidarity rather than individualistic pursuits. We chose the name Break The Chains because we wanted to break the deadlock. The mentality, the mindset, and the thinking that as Africans, everyone has to fight individually.
Teamwork prevails over everything else. The production of this album underscores the growing trend of cross-border collaborations within the African music scene. All tracks on this album were conceptualised and crafted in the vibrant African musical landscape.
See: Zuena remembers Bebe Cool’s Shs400k car that had leaky roof, windows
The album features a variety of producers, writers and composers from East Africa, Nigeria, and South Africa. It's being mixed and mastered by Grammy award-winning mixing engineers Jesse Ray and Brian Paturalski.
I'm currently in South Africa to shoot marketing and promotional assets for the album, and also strike partnerships with different music platforms to market and promote this body of work. Brace yourselves!
On 7 August, Bebe Cool revealed that he had a meeting with Julie Diphofa, the CEO of the National Arts Council of South Africa, which is equivalent to the Uganda National Cultural Centre, where he serves as a board member.
"We discussed various issues, among which, the state of art & culture in our countries, its effect on stakeholders, and how art & culture can be used to positively impact the social & economic development of our young people," he said.
"We also explored the possibilities of cultural exchange programmes, artists' collaborations, and much more."
Read: Inspired by Museveni, Bebe Cool takes Zuena off sugar, rice
Zuena goes to university
Meanwhile, during the Talk and Talk Show, Kasuku and Mukasa revealed that Bebe Cool's wife, Zuena Kirema, is currently pursuing her undergraduate degree at Makerere University.