SHEILA PRICE, 26 [although she insists she is 22, even when she says she was born in 1998], is a TV presenter and the voice and face behind popular TikTok handle @sheilapricetv.
She is bold, gossipy and funny, which has made her one of the most followed Ugandans on social media. Quick Talk sat with her for a quick chat.
Congratulations Sheila, upon joining Baba TV
Thank you!
Who is Sheila Price?
I am Sheila Price alias Mama Black Man, a TV presenter at Baba TV, a passionate TikToker and a devoted mother to a lovely boy.
I am also a fierce advocate of single mothers’ rights [laughs aloud], championing their hard work and resilience. My roots trace back to Tanzania and I carry with me my late mother’s legacy as her only daughter.
Basically, Sheila is all about storytelling and spreading love.
Where did you draw inspiration to join the entertainment industry?
My fire was lit by an extraordinary lady, Betty Zalwango from Skylands International School. She spotted creativity and courage in me and supported me a lot. I owe so much of my success to her guidance.
You’re prominent on social media. What common misconception about the entertainment industry have you managed to debunk?
There are quite many, [sighs] but the biggest? The idea that one must be vulgar to be prominent or trendy in the entertainment industry. I have proven that being authentic and professional can take one several miles in entertainment.
Another misconception is that women can’t be outspoken in this space, but I have broken all these myths and misconceptions too by being bold and accurate, showing that women can equally thrive in the entertainment industry.
As an entertainment citizen journalist, how do you navigate the balance between reporting juicy gossip and maintaining ethical journalism?
It’s all about integrity. Personally, I don’t pick sides while reporting stories. My approach is to stay neutral and let facts speak for themselves, and avoid exaggerating stories.
My focus is on respectfully delivering information.
And how has social media changed the way you gather and share entertainment news?
Social media is a very important tool and game-changer. It’s my go-to for real-time news and verification of information such as someone’s age or background.
Thus, social media enables me to stay grounded with facts, which is vital for reporting. Additionally, it’s a direct channel to connect, interact with my audiences and share information.
Is there any social or entertainment trend you predict to dominate this year or next year?
Uhmmm… I see content creation continuing to explode. There is a likelihood of dancers, comedians and comic skit makers increasing. This is because social media, especially TikTok, has given so many people a platform to showcase their talents and skills.
Additionally, there will be more demand for creative content by audiences. Ugandans are tired [laughs], and so need entertaining and relatable information to rejuvenate them from stress from loans, among other things.
Which rising star in entertainment do you think is about to break out, and why?
Many young people are yet to break the chains; but keep your eyes on Sqoop Larma [Larma Sserunjongi]. He is a talented artist, yet to set the music industry ablaze and undoubtedly, he will win hearts across Uganda and probably beyond.
What is the most surprising celebrity encounter you have had while covering entertainment news?
I have had a couple of wild moments, but there was a time I ran into Gravity Omutujju [Gereson Wabuyi] at a gas station with a woman. Let’s just say that he wasn’t thrilled when I reported the story and he wanted to thrash me [Laughs].
Sheila, what’s the most ridiculous thing you have done to get a laugh, and did it land or flop?
[Bursts into laughter] Umm… I came up with an idea called ‘akagomesi k’olugambo’ [‘gossip in a gomesi’. Gomesi is the Baganda’s traditional dress, widely worn by women in Uganda] and a bell to wake up people on social media to listen to hot gossip.
I created this to wake up my social media followers for late-night or early-morning gossip and it later became my signature, because my audience loved it.
Any event you have covered and it became memorable?
I have covered several events but my visit to Lubiri, Mengo to meet the Katikkiro [prime minister of Buganda] remains unforgettable. It was my first time there and it also enabled me to interact with several prominent people and also interface with Buganda heritage.
If you could swap lives with a celebrity for a day, who would it be?
No one. Perhaps if I could swap my life with my son, Black Man.
What is the funniest piece of advice you have ever got about succeeding in the entertainment industry?
[Laughs heartily] My mentors told me: “Stay away from men!” I think they meant keeping my focus on my career, without any distractions. It’s funny but I think it has been a stepping stone to my success.
So, are you implying that Mama Black Man is currently not dating?
I can’t answer this question because I may mislead people. [Sheila earlier said that she is a feminist and proud single mother, but from her body language, Quick Talk believes she is dating].
Any one thing you do for fun that surprises your fans the most?
[Screams] I love dancing, but I guess it’s not my thing. Some of my fans usually ask me to quit because I am not good enough, but I just love it.
They beg me to stopdancing, but I can’t stop grooving.
Some analysts argue that there is malice in the entertainment industry. How true is it?
It’s real, sadly! But it usually manifests when one is broke. However, if one has money, he/she can earn respect in the industry. There is even witchcraft in this game.
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