Tough realities Kenya’s creatives seldom talk about

The creative industry has quickly become one of Kenya’s most dynamic and influential sectors.

From content creators and advertisers to filmmakers, photographers and communication specialists, creativity has evolved into a full-fledged economic driver.

With improved internet access and digital tools at their disposal, many young Kenyans have turned their talents into careers, building brands and shaping conversations.

Yet, beneath the progress and innovation lies a different reality one defined by uncertainty, financial strain, and a lack of structure.

The digital explosion in Kenya

Kenya’s digital transformation has fuelled massive growth in the creative space. With internet penetration rising, opportunities for online creativity have multiplied.

Platforms such as YouTube, TikTok, Instagram, and X have created new income channels, enabling young people to monetise their craft and reach audiences beyond borders.

Creativity has become a form of employment in itself, offering flexibility and visibility. Content creators now compete for brand deals, agencies rely heavily on creative freelancers, and advertisers are rethinking traditional media strategies.

The result is a thriving, fast-moving ecosystem that reflects Kenya’s innovation and youthful energy.

But while technology has opened doors, it has also introduced new layers of competition, volatility, and burnout.

The gaps in the creative sector

The growth of the creative sector often hides a harsh truth: many creatives operate without financial security or institutional support.

Beneath the viral content and polished campaigns are stories of unpaid work, delayed payments, and inconsistent income.

Some creatives have completed major projects only to wait months or even years for payment. Others work under unclear agreements or handshake contracts, leaving them vulnerable when clients change terms or fail to pay.

This unpredictability makes it difficult for creatives to plan, invest, or grow sustainably.

The industry’s informal nature also limits access to financial services. Without structured income or business registration, many cannot access loans or investment opportunities that could expand their operations.

A lack of blueprint for the industry

One of the biggest obstacles facing Kenya’s creative industry is the absence of regulation. Unlike more formal sectors, the creative space lacks standardised contracts, rate cards, or legal frameworks that protect creative labour.

This gap allows middlemen and agencies to exploit the value chain, often taking large cuts while creators receive only a fraction of the total earnings.

With no industry-wide policy to enforce fair practices, the system relies heavily on trust which, in a fast-moving digital economy, is not always enough.

The double-edged sword of technology

Technology has democratised content creation, but it has also blurred the lines between professional and amateur work.

With artificial intelligence tools now able to design visuals, edit videos, and write scripts, the industry is undergoing a silent disruption.

While some creatives use these tools to enhance productivity, others see them as a threat to originality and job security.

The challenge now lies in adapting fast enough to remain relevant in a world where creativity and technology are increasingly intertwined.

Continuous learning, skill diversification, and collaboration are becoming essential for survival in this evolving space.