Social media personality Prima Kadarshi has criticized singer Lydia Jazmine's branding and public presentation, arguing that the artist needs a more professional approach as she prepares for her upcoming concert.
Prima made the remarks during a TikTok Live session following Kalifah AgaNaga's concert, where she assessed the promotional efforts of several Ugandan artists.
Commenting on Lydia Jazmine's recent press conference, Prima said the event fell short of expectations for an artist with Jazmine's experience in the music industry.
"She will never get the throne because what was that? Was that a press conference really? For someone like Lydia who has been in the game for long… Lydia is my friend but that was poor," Prima said.
She argued that Jazmine needs a stronger professional team to improve her branding and avoid similar shortcomings in future promotional activities.
"It is very shameful to Ugandans. You need to do better. That's why the concerts are going to flop. Stop investing in those events if you are not strategic. You would rather buy a plot and build because that's what our musicians can do. Jazmine needs professionals to help her out," she added.
Prima's comments come as Lydia Jazmine continues preparations for The One & Only Concert, with the criticism adding to the conversation around branding and concert promotion in Uganda's music industry.