The industrial walls of Silo 15 echoed with basslines, bold fashion, and electric anticipation on Sunday night as Kampala’s creative elite gathered for the Cartel Bizness EP Listening Party an immersive celebration of music, fashion, and identity, backed by Guinness Smooth.
Curated by fashion disruptor Troy Elimu, known in culture circles as Denim Cartel, the event marked a pivotal moment in Kampala’s growing creative renaissance. Having already gained continental recognition as one of the faces of the Guinness Smooth ‘Make It Yours’ campaign alongside Nigeria’s Waffles & Cream, Troy used the moment to unveil his next chapter a debut music project years in the making.
“This EP is more than music it’s my story, my expression, and a reflection of all the wild, soulful, fearless creatives I’ve worked with,” Troy shared during a candid moment on stage.
The Cartel Bizness EP, officially dropping July 23, is a sonic collage that fuses Afro-fusion, soul, dancehall, hip hop, and East African rhythm.
It features a stellar lineup of collaborators including A Pass, Mike Kayihura, Bensoul, Elijah Kitaka, BigTril, Tai Dai, Kamanzi, Tungi, and more with award-winning producer Axon orchestrating the soundscape.
Guests were treated to live performances from Mike Kayihura and Bensoul, whose soulful energy matched the EP’s emotional richness. Throughout the night, Troy took the audience behind the curtain, revealing the raw passion, risks, and vision that shaped each track.
“Working with these artists pushed me beyond fashion and into sound,” he said. “That’s what the Make It Yours mantra is all about breaking molds, owning your creative truth, and showing up as your full self.”
The venue was transformed into a living installation part runway, part soundstage showcasing Denim Cartel’s signature upcycled aesthetic, bespoke fashion pieces, and limited-edition merch inspired by the EP.
Only a select group of 500 tastemakers, culture shapers, and creatives made the invite list making it not just a listening party, but a statement of cultural direction.
“Cartel Bizness is built on trust and raw expression,” Troy added. “We didn’t make this for the charts. We made it for the culture.”
Guinness Smooth played an integral role in bringing the vision to life, reinforcing its position as a platform championing authentic, local creative stories.
“This is exactly what Make It Yours stands for,” said Denise Nazzinda, Brand Manager at Guinness Uganda. “Bold Ugandan creatives, telling their stories on their own terms, and building something that moves culture.”
As the crowd dispersed into the Kampala night, one thing was clear Cartel Bizness isn’t just an EP. It’s a movement. And it’s only just begun.
Cartel Bizness EP drops July 23 on all major platforms.Lead single “Easy” featuring A Pass, Mike Kayihura & Axon is out now.
