Kenya’s creative economy is steadily cementing its place among the country’s fastest-growing sectors, spanning film, music, fashion, digital content creation, visual arts and performing arts.
The industry contributes an estimated five percent of the country’s Gross Domestic Product (GDP), fueled by a youthful, digitally connected population and growing demand for creative content.
However, despite its rapid growth, many creatives continue to face challenges including limited access to financing, inadequate infrastructure and weak intellectual property protection.
One initiative helping to address these challenges is the SANARA Program, which supports young creatives aged 18 to 35 to build sustainable and dignified careers within Kenya’s creative and cultural industries.
Through mentorship, skills development and business training, the programme equips participants with the tools needed to transform artistic talent into viable enterprises and long-term sources of income.
Through cohort-based training, participants gain knowledge in business management, marketing, financial planning and legal protection, reflecting a growing shift from creativity as a passion to creativity as a viable business.
For 28-year-old Cleophas Oduka, that shift has been life-changing.
Though trained as a nurse, Oduka now works full-time as a graphic designer and is steadily building a branding business he hopes will one day evolve into a fully-fledged creative hub.
“I am a nurse by profession, but also a full-time graphic designer,” he says.
His journey into the creative industry began during the COVID-19 pandemic when uncertainty surrounding nursing internships forced him to consider alternative opportunities.
Encouraged by a mentor, he took graphic design more seriously and soon discovered a passion that would redefine his career.
“I used to do posters for free,” he recalls.
Armed with a laptop, internet access and determination, Oduka offered his services at no cost to gain experience and build a portfolio. What started as a learning opportunity gradually grew into a business venture.
Like many young entrepreneurs, however, he continues to face significant challenges. Chief among them is the lack of essential equipment, particularly a printer.
“For a graphic designer, it is not only about creating graphics on a computer,” he explains. “Clients also want the final printed product.”
Without his own printing equipment, he is forced to outsource jobs, reducing profits and slowing delivery times.
In 2023, thieves broke into his premises and stole his equipment, dealing a major setback to the business.Despite the obstacles, Oduka remains focused on his ambitions. He credits the SANARA Program with strengthening his entrepreneurial skills and helping him approach his work more professionally.
“The SANARA Program has been quite helpful,” he says.
Among the key lessons he gained were budgeting, marketing, customer relations and pricing.
Previously, he often quoted clients arbitrary figures without calculating actual costs.
Today, he better understands the importance of proper costing, planning and professionalism.
His long-term vision is to establish a fully operational graphics and branding shop offering services such as T-shirt printing, banners, branded merchandise and promotional materials.
He also hopes to mentor upcoming designers and create employment opportunities for others.
“I want to have employees and give upcoming graphic designers the opportunities I was given,” he says.
For 25-year-old singer and songwriter Addah Imminza, music has been a lifelong passion.
The Kisumu-based artist began singing at the age of seven and started writing songs at 12.
While her talent developed naturally, turning that passion into a sustainable career proved far more challenging.
One of her biggest struggles was learning how to market herself and her work.
“What I’ve really been struggling with is how to put myself out there, how to market myself as a brand, and how to pitch my ideas,” she says.
Her first performance in 2021 exposed her to the realities of the music industry. At the time, she often relied on others for direction and lacked confidence in her artistic identity.
Over the years, however, she has grown more assured of her abilities and creative vision.
“I’ve learned to appreciate myself more as an artist,” she says.
Imminza attributes much of that growth to the SANARA Program, which introduced her to branding, pitching and professional communication.
“The SANARA Program has really helped me. I learned how to pitch myself and present ideas as a professional musician,” she says.
The training has also expanded her ambitions. Beyond performing, she now hopes to venture into event organisation, creating opportunities not only for herself but for other artists.
The programme also helped her recognize the value of her craft. Early in her career, she charged about Sh5,000 per performance. Today, her rate card stands at Sh15,000.
Looking ahead, she hopes to release an album, organize her own event and pursue further studies in music.
For Bernice Amuge Omuit, creativity has become both a profession and a pathway to personal growth.
A videographer, photographer and video editor with nearly three years of experience, Omuit joined the SANARA Program after receiving a recommendation from a friend.
She says the training has significantly improved how she manages, markets and monetizes her work.
“The program has been impactful, mainly on marketing and finances,” she says.
Before joining SANARA, she struggled with pricing her services, promoting her work and managing income from creative projects.
Through the training, she learned how to market her craft effectively, identify the right promotional channels and separate personal finances from business finances.
One of her immediate goals is to open a dedicated business account to improve financial management and strengthen professionalism.
As she builds her career, Omuit has also had to navigate challenges common in a male-dominated industry.
She recalls a wedding assignment where a stranger adjusted her camera settings and lighting without permission, assuming she lacked the skills required for the job.
Though such experiences can be frustrating, she remains determined to grow her career and prove her expertise through her work.
The stories of Oduka, Imminza and Omuit reflect a growing generation of young Kenyan creatives who are learning not only how to create but also how to build sustainable businesses around their talents.
With programs such as SANARA providing business skills, mentorship and professional development, many are finding new pathways to transform creativity into lasting economic opportunity.
by Dorothy Pamella
