> ## Content Index > Fetch the complete content index at: https://www.hypebot.com/llms.txt > Use this file to discover other available public pages before exploring further. # Jon Muq on His Live Platform and Label: Shake It Africa - URL: https://www.hypebot.com/jon-muq-on-his-live-platform-and-label-shake-it-africa/ - Published: 2026-09-28T12:00:46.000Z - Updated: 2026-09-28T12:00:45.000Z - Description: The Austin-based Ugandan songwriter stopped by to chat about his new artist development project, bringing African music to the world, and live music. - Author: Jeremy Young - Tags: Africa, Interviews, #coverstory, Shake It Africa From Kampala, Uganda, [**Jon Muq**](https://www.bandsintown.com/a/14739333-jon-muq?utm%5Fsource=hypebot&came%5Ffrom=900) is a vocalist and songwriter who creates soul-filled Afro-pop music. His debut album was produced by **Dan Auerbach** of The Black Keys and released through Dan’s Easy Eye Sound label in 2024\. Now living in Austin, Texas, Muq has performed and toured all over the world with artists like Corinne Bailey Rae, Mavis Staples, Norah Jones, the Secret Sisters, and of course, The Black Keys. But now he's got a new project. He recently launched [**Shake It Africa**](https://www.shakeitafrica.com/?ref=hypebot.com), a new record label and live entertainment company dedicated to connecting African artists with global audiences through music, live experiences, artist development, and cultural exchange. The company launched with the release of Muq's new single, ["Shake Shake Dance For Me,"](https://n6thwjcab.cc.rs6.net/tn.jsp?f=001hHsbusmbGBvh-G7uL4KqCk%5FvkjBFdM3Ct9jZ4K9Ec9y8EMlzMl2mAGYVJtOJHlfm2vQoxeIeb9Pxw37QAMWlQu8JVw5ZIySafaxW8jTFqntf9Q5QimPV3YXrCRVKAV83kqFkxSF5858bhWjdX2URqOhEFma6Gl73s4bQu4laG27FEb7DEg6TIA==&c=oEw7MVMvlXAaKM4uDWmnuy0LmpZXBgUXKBNm3Of43abz%5FevPQeLRjA==&ch=9JshCP1u2Br6N4uHUB-3ALf513Pd8S4XKYzKoXor992mJwlbFOelpw==&ref=hypebot.com) and a lot of forthcoming news. Here's our conversation. Enjoy! --- **Hypebot: Tell me about live music in Uganda. What are some of the unique factors about performing live in your country before moving to Texas?** Jon Muq: "I moved to Austin in March 2018\. When I left Uganda, honestly, I hadn't started performing live yet; I was at a stage of discovering my purpose and didn't have the chance to experience the live music scene there before I left." **H: One of the stated goals of Shake It Africa is to “connect African artists with global audiences through music, live experiences, artist development, and cultural exchange.” What are some of the ways that is done, and do you have a success story to share?** JM: "We managed to record a 10-song album with different musicians from various African countries. It was not easy to coordinate with everyone, because most of the musicians are still in Africa, but we succeeded in making 10 complete songs for the album, *Muntu Bantu."* **Is there potential for going the other way around, bringing global music back to Uganda and nearby countries, to develop listenerships and partnerships with local artists?** JM: "Absolutely yes, but the main point is to give every one a chance to make a good song with a good producer. That one song can change a life and create a new standard for an artist... When I was in Uganda I never got that chance, and I struggled to figure out who I was creatively." I never want others to experience that." > *"Our approach is to build relationships with an audience first. If we bring an artist over, I want there to be a real plan around the visit: the right partners, more than one opportunity where possible, and enough time to organize it properly."* **Releasing music in 2026 feels like dropping bits of water into a giant bucket. How do you try to find pathways for success and opportunities for your artist roster in the form of a label?** JM: "Most importantly, I try to make sure my artists are staying authentic. Everyone is a masterpiece of their own kind, so we stick to that mindset." **Let’s talk about the live activities. Tell me about the projects in Texas and Utrecht, Netherlands. And are there more things in the calendar as well?** JM: "We are doing Shake It Africa events monthly, starting in Austin and in different countries like The Netherlands. These events consist of African art, food, live dancers, percussion, amazing Afro DJs; people just come to have a great time and to strengthen communities and commune around each other. In the near future, all of our Shake It Africa artists will be performing at these events." ![](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/2026/09/Screenshot-2026-09-27-at-11.05.24---PM.png) **Screenshot courtesy of* [**Shake It Africa*](https://www.shakeitafrica.com/?ref=hypebot.com)**.* **H: What are the challenges with bringing live performing artists from the African continent to the US, gear/visas/finances? How has Shake It Africa approached those challenges from afar?** JM: "The costs can add up before an artist even steps onstage: travel, visas, accommodation, musicians, equipment, and promotion. There’s also a lot of planning involved, and an artist needs the right support on the ground. A good show alone may not cover all of that." Our approach is to build relationships with an audience first. If we bring an artist over, I want there to be a real plan around the visit: the right partners, more than one opportunity where possible, and enough time to organize it properly. Visas can often be a big problem." **H: What "go to" tools, strategies and platforms do you use to market shows?** JM: "I start with the people most likely to care and the artists, venues, and communities they already follow. Instagram is useful for showing what the night will *feel* like, especially with short video. I also use targeted ads, direct outreach, and the event partners’ networks." A ticket link and a listing on platforms like Bandsintown can help people find the date, but I think the strongest marketing is still giving people a reason to tell a friend, 'Come with me.'" > *"Performing live is one of the most powerful ways to build a real relationship with people. Even a small room can teach you a lot about your songs and give someone a reason to stay with your music."* **H: What do you love about live music?** JM: "That anything can happen. A song you’ve played a hundred times can feel completely different because of the people in the room. You can hear them sing, see someone dance, or feel the room go quiet and listen. That connection is why I personally love performing." You also get to learn from the artists you tour with how they operate, which helps you know what changes you have to make in your own career." **H: Do you think live performance and touring is essential for artists today?** JM: "It depends on the artist and what they’re building. Touring is expensive, and I don’t think every artist should feel pressured to do it before the audience or finances are there. But performing live is one of the most powerful ways to build a real relationship with people." Even a small room can teach you a lot about your songs and give someone a reason to stay with your music. So, yes its essential; as it helps you get exposed to a lot of things you don't know, you learn from other musicians and their teams how they operate. And you learn what helps you, when you need to reevaluate where you are and how to move to the next level as an artist." **H: In your opinion, what's the State of the Industry like these days?** JM: "The industry is at its highest peak of learning and trying out new things right now. I urge all artists not be afraid of something new. Change is scary, but it can set you free." **H: What’s your typical lunch order?** JM: "These days I stay very healthy chicken caeser salad." **H: A great way to keep it light so you can keep flying!** --- ## [**Jon Muq Tour Dates**](https://www.bandsintown.com/a/14739333-jon-muq?utm%5Fsource=hypebot&came%5Ffrom=900)