Safaricom Empowers Young Creatives Through Kisumu Event

Safaricom has stepped up its support for Kenya’s creative economy through the Fishermen Experience in Kisumu, bringing together young artists and industry players for three days of learning, civic engagement, music and entertainment.

The three-day experience featured creative and business masterclasses on Wednesday and Thursday before culminating in a major concert at Mamboleo Stadium on Saturday, giving young creatives an opportunity to develop their skills while showcasing Kenyan talent.

The first day focused on the business side of creativity, with artists and industry practitioners receiving training on financial literacy, managing irregular income, taxation, investment, brand development, digital music and ways of monetising creative work.

Participants were also guided on how to access credit and other funding opportunities that could help them expand their creative businesses and turn their artistic skills into sustainable sources of income.

The sessions sought to address some of the challenges facing young creatives, particularly the need to combine talent with business knowledge in an industry where income can often be unpredictable.

The programme shifted focus on Thursday to civic engagement and rights advocacy, with participants discussing constitutional rights, freedom of expression, copyright protection, fair contracts and youth participation in governance.

Voter education was also incorporated into the sessions, encouraging young people to recognise the influence they have within their communities and connect their creative platforms with civic participation.

Safaricom Director, Brand, Marketing and Insights, Zizwe Awuor, said the company views young people and the creative industry as important contributors to Kenya’s social and cultural development.

“We believe in the power of young people and the creative industry to bring Kenyans together. Our support goes beyond performance because we recognise the talent, skills and people behind every creative experience,” Awuor said.

She added that Safaricom was seeking to create platforms and opportunities through which young creatives can develop their skills, express themselves and turn their passion into meaningful opportunities.

The two days of training highlighted the entrepreneurial potential within Kenya’s creative sector, bringing together young people from different disciplines and equipping them with practical knowledge to build sustainable careers.

From training to entertainment

The creative engagements paved the way for Saturday’s main concert, shifting the focus from training and capacity building to music, culture and entertainment.

Held at Mamboleo Stadium, the concert brought together artists, fans and residents of Kisumu for a celebration of Kenyan music and youth culture.

The event also demonstrated how digital financial services can support businesses operating around live entertainment.

Through Pochi la Biashara and M-PESA tills, traders and other businesses at the venue were able to receive digital payments for goods and services, allowing fans to transact while enjoying the performances.

The concert placed Kenyan artists at the centre of the experience, giving performers an opportunity to engage directly with their audiences while providing fans with a platform to celebrate local music and culture.

For Collins Ochieng, the event offered an opportunity for young people to connect through music while celebrating Kenyan talent.

“The experience was exciting because it brought people together and gave us a chance to enjoy Kenyan music and our own artists. It was good to see so much energy from the young people and to be part of an event that celebrated our culture,” Ochieng said.

Supporting the creative economy

The Fishermen Experience forms part of Safaricom’s wider efforts to support Kenya’s growing creative economy by combining entertainment with skills development and opportunities for emerging talent.

The company’s support is also reflected in the Safaricom Hook Music Hip Hop regional auditions, which have been held in Kakamega, Embu and Kisumu.

The auditions provide opportunities for emerging rappers, singers, dancers, actors, MCs and songwriters to sharpen their skills, gain exposure and connect with audiences and industry players.

By combining creative training, civic awareness, financial literacy and live entertainment, the Kisumu experience highlighted the expanding role of young Kenyans in shaping the country’s cultural landscape.

The initiative also underscored the growing importance of equipping creatives with more than artistic skills, particularly as young people seek to turn music, performance, digital content and other creative disciplines into sustainable careers.