„I don't want any role. My role is being an artist ”, says Alexander Bagonza - aka APass - in this interview. Actually, a trip to Uganda would have been planned to meet this great musician in person, but everything turned out very differently. Instead there was a nice Zoom interview in a cozy living room atmosphere.
The Zoom meeting starts very punctual. On the other side of the monitor a young man in his early 30s is sitting and smiling friendly into the screen. “We finally managed to see each other”. I say amused as a greeting and can't wait to bring my carefully worked out questions to life and conjure up a story out of them. We both fetch a glass of water and start off with a short introduction to his person.
A career like out of a movie
Alexander Bagonza was born in Kampala as one of 7 children and comes from the Mutoro tribe. Young Alexander realized quite early that music was flowing through his veins, but it took a while for the desire to grow stronger and then finally to take the necessary step and do what he was passionate about, namely music. He started studying IT at St Lawrence College, but the time had finally come to let his creativity run free. When asked whether he would recommend this path to others, he says:
“First of all, I wouldn't advise anyone to do what I did because, as you can see, I am and was extremely talented and I knew it. I didn't just quit studying because I am still reading and studying. I am a great learner. Learning never stops. It's something very continuous. I was always aware of what I was capable of and knew that I had something special inside me. For me my plan A was my plan B, my plan C was my plan D to Z. And I said this music has to work, eather it works or it walks. So I knew I was ready to win, I wasn't ready to fail. Even if someone would have tried to stop me, I would have done my best and hopefully people will listen to me and appreciate me for it. I had this strong belief because it starts with belief. I can only advise people, follow your dreams and don't be too realistic, you won't achieve great things if you just follow this set of rules that someone has set up for you. Also, I don't advise anyone to drop out of school, but it's your choice. Look at the mechanics and what you can do and whether it makes sense. "
Success is very close
2003 kam zunächst „Proud to be saved“ und erst später 2011 war dann die Stunde der Wahrheit gekommen indem ihn Video Direktor Lukyamuzi Bashir aka BADI unter seine Fittiche nahm. 2014 holte sich APass (ein Wortspiel aus Alexander und Percy), der sich zu der Zeit noch APassKiller nannte, den Buzz Teeniez Awards Best Breakthrough and Dancehall Artist 2014) und den Zzina Awards (Best Breakthrough Artist). Es folgten seine Hits“Am Living“, „Tuli Kubiigere“ und „Love Infection“, die er persönlich als die Sachen nennt, wo alles begonnen hat. Heute, fast 10 Jahre später zählen unzählige veröffentlichte und unter Verschluss gehaltene Kunstwerke zum Didadada Mann.
In zahlreichen Interviews erwähnt er wie steinig sein Weg war. Er ging zur Schule, sparte und arbeitete neben Studium und dem Musikmachen. Über seine Social-Media-Plattform erzählte APass wie er jahrelang seit 2013 in einem Abstellraum eines großen Hauses ohne Bett geschlafen habe, nicht weil er nie das Geld hatte, sondern nur, weil er auf die perfekte Zeit wartete. Zu diesem Teil seines Lebens kommt genau die Frage richtig. Stell dir vor du sitzt in einer Zeitmaschine. Zu welchem Teil deines Lebens würdest du dich hinbeamen und was würdest du dem jungen Bagonza erzählen?
“I think I would tell myself that I should have started this music thing earlier, like recording and stuff. I shouldn't have wasted so much time. Maybe I should have started at school, but at the same time if I went back I wouldn't change anything. The fact is, the people I met at school, some of them actually helped me get into the studio. I never took that seriously. There was this guy from Tanzania who told me we had to go to the studio. He even called the studio. Someone from another country who came to my country to tell me to go to the studio. In the end, I don't think I would change anything that could have been or should have been, because I don't think I was a bad person. Everything has led to this momentum. When I was a kid, I sometimes stole because I wanted to buy a CD player because they wouldn't let me. That was a bad deed, but I was a kid and stupid. I would probably just tell myself that I should be a better person, or a nicer child, and that's it. It has been a ride."
Alexander the Influencer?
Alexander Bagonza or APass, by whom his fan base knows him, is one of the most famous musicians and songwriters in Uganda and is currently on everyone's lips. Especially through his role as Uncle Jumia, with whom he represents the multinational trading company Jumia, he does more than just playing around. The storyline of the uncle runs through most of his stories and turns him into not only a great artist, but also a marketing ace who knows how to combine humor with advertising to the right degree. My next question is easy to guess. You're the pro of social media marketing in Uganda, especially when it comes to selling comedy stuff. Is there a social media hack / trick that you would like to share with our readers?
"Just be yourself! People keep asking me APass, how do you do this? It's just me. It's the things I like, These are the things I create. I play around with anything I want to play because I like that. I think people should use themselves to be who they are and make a living from it. Do not force yourself into vibrations that you practically do not understand. So for me I think that as artists, as creators, we have the chance to create what we love. If your energy is in acting, you could take your acting out into the market. If it's comedy, bring comedy to market. And maybe then you can be hired by people for just that. "
So what's more important in this field, comedy or quality?
“It's quality! Anyone can do comedy these days. There are so many comedians in Uganda that I don't count myself among them. I'm just the type of guy who has a crazy sense of humor. And I used that to integrate it into my marketing. Comedy is not my thing. The reason it works for me is because it comes naturally. If others copy it, they cannot copy it. If it was only about comedy, everyone would do what I do. "
At this point of the conversation, APass speaks very relaxed in a friendly tone and simplifies the quick procedure for me. I ask him about his immense influence on youth and whether he sees himself as an influencer or in a certain role.
“I don't see myself in a role, I don't want a role. My role is to be an artist in music because that's what I'm already doing. Yes, I influence people in a way. I arouse certain emotions in people and for me this is the greatest power I have and the greatest thing I can share with the world. God has blessed me to be who I am, to share who I am with other people through my energy, through the thoughts I have, through the music. I give people energy, I drive them to do more. I drive them to enjoy life. Every day at once. I urge them to forget their worries. "
And what about bad influence, especially with the kids? Do you have a bad side too?
“We all have a bad side. Sometimes I'm a little too much. I don't even know in what sense. Let's say I'm talking about sex or things like that. Sometimes I think: Ohh the kids! Now everyone is on Facebook or Instagram. Sometimes I worry who is hearing this. Many platforms require you to be over 18, but here in Africa you can't really talk about sex. Sometimes you are a little careful. Like: Ohhh, what did I just say. But there are different people here, some are open and some are conservative, so you never know who you are telling what. But in other ways I say: It is what it is, (laughs) I just said it and I can't take it back. "
Between tradition, family and being a superstar - APass the cocktail
Alexander Bagonza is been managed by his eldest sister and is lucky that his family has supported him in many ways for years. In his stories and the contributions of his siblings you can always see the admiration for the eldest brother. His fans everywhere on his social media channels express their affection for the artist with a big heart. But who is APass really? Bagonza describes himself like that.
“When I put it in a few sentences, I feel like a cocktail. You know how a mixed beautiful thing. Maybe I would be a fruit cocktail because I don't drink and I don't smoke. So I feel like I should be alcohol-free, with flavor, something nice, with no sugar. As a person, I would say that I am in the middle of a process. Those who know me should expect the unexpected because I often even surprise myself. So if you think you want to get to know me, you have to stay to get to know me. Because you probably don't know me, you could judge me by what you see today, and tomorrow I'll be a completely different man. "
I'm about to ask him about his family and that's the point when this question comes out. Family is very important to you. Do you think they shaped you into who you are today? Do you think you took or absorbed some similarities from your parents?
„Familie ist alles. Ich denke, genetisch nehmen wir viel mit von den Leuten, die uns produziert haben, weil man von ihnen kommt, man kommt von ihrem System, um tatsächlich etwas zu sein. Also ja, sie sind meine Götter. Als meine Schöpfer nehme ich viel von ihnen und wenn sie nicht wären, wäre ich nicht. Ich habe so viel von ihnen. Aber ich nehme die Dinge ein wenig anders. Die Einschränkungen, mit denen sie konfrontiert waren, sehe ich nicht. Die Dinge, die sie nicht erreicht haben, muss ich übertreffen, um darüber hinauswachsen zu können. Also ja, ich bin eigentlich ein Upgrade.“
If you could take one of your people to a lonely island with you, who would it be and why this person?
“I think I would take my sister with me. Most of the things we do, we do together. So, to a certain extent, it would be her. There are so many people in this world, I love all of my other brothers and sisters too, but I am more connected to my older sister than to any of them, because we were born close. We're only separated by a year and on top of that we grew up together and spent a lot of time together. We were always like twins. All these years she has been just amazing! "
APAss "The Goat", who is also a teacher
His fan community also likes to call the singer the teacher, because Mr. Goat also likes to read a lot. That has not always been like that. He has been introduced to the world of books through a friend and he has not been able to get enough of it ever since. His living room has its own bookshelf with numerous great books, which always cause astonishment, because unfortunately the book culture in Uganda is a little neglected. They are more likely to be storytellers. And what are APass´s book proposals?
“Purple Cow by Seth Godan and Jab Jab Right Hook by Gary Vaynerchuk are marketing books. Jab Jab is about social media and marketing and how to post and how to do things. These are the books that made me read. A friend of mine told me I had to read some Robert Green books. And so I came on the journey of reading hard copy books. I listened and that's how it started with my first book, I think it was 48 laws of power and from then on I've kept the fire burning. Only in the last 2 months I haven't read. My focus was elsewhere. I am currently reading C.G Jung's Red Book. And afterwards comes the next book by Marcus Gavin. "
When asking what title his own book would get, if he ever should write one, he falls into a deep, thoughtful expression.
„Ich denke, ich würde es „The Service“ nennen. Weil ich denke, dass das mein Ziel ist. Ich diene anderen Menschen. Ich möchte nützlich sein, solange ich nützlich bin. Ich glaube nicht, dass ich diese Musik für mich mache. Wenn ich das für mich selbst tun würde, wäre es lyrische Masturbation. Ich allein würde es genießen. Da ich also Dinge für andere tue, gibt es zwei Möglichkeiten. Die Leute haben Spaß und ich erschaffe Dinge zu ihrem Vergnügen. Das ist mein Service für sie.“
Alexander Bagonza wurde von vielen Menschen inspiriert und wuchs mit der Musik seines Vaters auf, der die Kasetten immer im Auto rauf und runter spielte. Heute erwähnt der Musiker Namen wie: Michael Jackson, Vybez Kartell, Oliver Norman, Lucky Dube, Bob Marley, Buju Banton, Nelly, Beyonce, Jay Z, Rihanna, Shaggy, Seal, Abba, Dolly Parton, Mike Bolton, Savage Garden. Aber auch ugandische Old school Musiker zählen zu seinen Inspirationen wie zum Beispiel Afrigo oder Paul Kafeero. „Aber ich denke, einer meiner größten Inspirationen ist Vybes Cartell. Was auch immer er tut, er bringt es immer auf dem Punkt. Er bringt seine Sachen auf eine Weise zur Geltung, die noch kein Künstler getan hat. Er ist der Mann.“
APass on the pulse of time
If you take a look at his followers, fans and their comments, you will immediately notice how important being down-to-earth is for success in this industry. More than 434,000 people on Twitter, 607,000 on Instagram and 825,000 on Facebook are interested in “the Goat” and follow what he is up to. If you search the Internet, there seems to be a question in Uganda that is burning on all tongues. When will his next album come out and what are his next steps? Is it really going to be a bedroom album as he has communicated it so far?
“I'm going to release it, but it will take a while because it's currently being mixed and that's a different process. We're talking about 40 songs, so the person has a huge workload. You have to be patient with them. You can't rush it, if you want everything to sound good. You can't play around. Fans should expect vibe. For me, I'm not stingy with music. I never worry. I want my fans to hear it in Lives, for example. They enjoy knowing what to expect and they take a look at the songs before they drop. You should expect a very sweet album I can say that. Something sweet and beautiful. I haven't found a name for it yet. Maybe I'll call the album bedroom options. So I looked at all possible options as to what to call it. I wanted to call it a bedroom terrorist, but I don't think I'll do that. That would be too extreme. "
Last but not least
We are almost at the end of our conversation and Uncle Jumia is patiently waiting for the final questions that I have prepared for him. If you look at some old interviews with A Pass, the artist is often confronted with various rumors and stories about his love life. But also numerous articles and journalists have made it their business to speculate about every woman he makes an appearance with on social media. But what picture does Alexander Bagonza have in his mind's eye, when he thinks about himself in 30 years in the future?
“I don't have a picture of it. What will be will be. Sometimes we have a picture, but it's blurry. I am very optimistic, but I believe that I will look onto my children and enjoy watching them grow. This is what I want, what I would like, but this is not a picture. In the end it is the energy and for me the point when God blesses me to transfer my energy with my lady into another energy, that will outlive me. Nowadays you either write a book, have children or plant a tree so that they will overlie you."
In order to have a nice rounded ending and also to ask the question of the questions that also represents the magazine, my last question is: What do you think is a real Luencer?
“I think a Luencer could be someone who is true to himself, who knows how to love people. Not to overjudge everyone, but to know that everyone is different and always want the best for everyone. For me, that's what I am. That's what I see: Be honest, not being judgmental, of course try to represent your values, but not to hurt others, but at the same time being as real as possible and as genuine like leather. "
Laughter shines over the screen and a fascinating and inspiring conversation ends here. After this talk, this person really touched my mind. Because you can really feel the truth in his words. Even if we are separated by 5500 km via airline , I can only vaguely sense this person's strong energy through the laptop. And who knows, maybe there will be a meeting soon - face to face.
You can get an insight into the interview through this Instagram link!
Click on the picture!
