Jon Muq, the Kampala-born, Austin-based Afro-pop singer-songwriter, has launched Shake It Africa, a record label and live entertainment company focused on connecting African artists with global audiences through music, live experiences, artist development, and cultural exchange. The company debuted with Muq’s single “Shake Shake Dance For Me.”
Muq’s debut album was produced by Dan Auerbach of The Black Keys and released on Auerbach’s Easy Eye Sound label in 2024. He has since performed and toured with Corinne Bailey Rae, Mavis Staples, Norah Jones, the Secret Sisters, and The Black Keys.
Shake It Africa’s first recordings and live events
Asked about his live experience before leaving Uganda, Muq said he moved to Austin in March 2018 and had not yet started performing live in Uganda. “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.”
One early Shake It Africa project is a 10-song album titled Muntu Bantu, recorded with musicians from various African countries. Muq said coordination was difficult because most of the musicians were still in Africa, but the album was completed.
“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.”
Muq also sees potential for bringing global music back to Uganda and nearby countries. “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.”
For the label’s artist roster, Muq said he prioritizes authenticity. “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.”
Monthly events and touring challenges
Shake It Africa will hold monthly events starting in Austin and in other countries including the Netherlands. Muq described the events as featuring African art, food, live dancers, percussion, and Afro DJs, with all Shake It Africa artists expected to perform in the near future.
- African art and food
- Live dancers and percussion
- Afro DJs
- Community-focused gatherings
Bringing artists from the African continent to the US involves costs that “can add up before an artist even steps onstage,” Muq said, listing travel, visas, accommodation, musicians, equipment, and promotion. He added that a good show alone may not cover those expenses, and visas can often be a big problem.
“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.”
Marketing, live performance, and industry outlook
For show marketing, Muq starts with the people most likely to care and the artists, venues, and communities they already follow. He cited Instagram short video, targeted ads, direct outreach, and event partners’ networks as tools, along with ticket links and listings on platforms like Bandsintown.
“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.'”
Muq said live performance can change a familiar song because of the audience, and touring with other artists offers lessons about how they operate. He described live performance as essential for many artists, though touring is expensive and should not be rushed before an audience or finances are ready.
“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.”
On the state of the industry, Muq said it is at its highest peak of learning and trying new things. “I urge all artists not be afraid of something new. Change is scary, but it can set you free.” He added, “These days I stay very healthy chicken caeser salad.”
