By Peter Nalika
Kenya has witnessed a spectacular shift in the creative industry in the last ten years: that is, in film, music, fashion, visual art, and digital content. Technology is a major force of this change that has made tools more democratic, enlarged audiences, and generated new sources of revenue. Technology is transforming the way the Kenyan creative industry produces, promotes, and sells creative content, from digital stores to artificial intelligence design tools
Digital distribution platforms are one of the biggest effects that technology has had on the creative industry in Kenya. On-demand streaming platforms such as Spotify, Apple Music, and Boomplay have completely transformed the music business. Kenyan performers can now share their work with fans around the world without the assistance of old-fashioned labels. According to a 2023 report by the International Federation of the Phonographic Industry [IFPI], streaming now accounts for over 67% of music revenue in Africa. Kenya is among the top markets for digital consumption [IFPI, 2023].
Similarly, platforms like Netflix and Showmax have provided Kenyan filmmakers with opportunities to showcase their work internationally. The success of films such as Supa Modo and Disconnect on global streaming platforms shows the potential of digital distribution in elevating Kenyan storytelling.
Social media has become a non-replaceable mechanism for the Kenyan creatives. They are a cost-efficient method of developing brands, the ability to connect with fans, and monetize content. Instagram, TikTok, and YouTube have enabled artists, such as visual artists, musicians, and those in the influencer industry. They have avoided conventional gatekeepers and meet face to face with their fan bases. For instance, Sauti Sol and Bien have used social media to establish their most cherished fans and record album sales. The Reuters Institute research published in 2023 showed that 78 percent of Kenyan creators have social media as their main outlet. Also, the Patreon and Buy Me a Coffee platforms allow fans to fund creators in a more sustainable approach to the creative economy.
Similarly, new technology in production has reduced new barriers to entry in production. It has made it possible to have more Kenyans penetrate the creative economy. The availability of high-quality cameras, cheap editing software, and tools that utilise AI has made filmmaking and photography accessible. For example smartphone cameras with 4K capabilities have allowed novice filmmakers to create professional-level content. They have done this without having to spend a significant amount of money on specialized gear. Digital audio workstations [DAWS] such as FL Studio and Ableton Live have democratized music production in the music industry. Musicians with a home studio record studio-level tracks without going to a studio.
Artificial intelligence is also getting an entry into the Kenyan creative industry. Graphics designers and marketers are using tools like MidJourney and Canva to create visually impressive material with little effort. In the meantime, AI-powered analytics tools provide data on audience preferences. When creatives have this data at their disposal, they can adjust their work to elicit the most significant response. Even though we are still witnessing claims of AI taking away the creativity of humans. A significant number of Kenyan artists are seeing it as a growth and not a danger. They have become more productive and allowing them to open new artistic horizons.
Financial Inclusion and Monetization
Technology has also changed the way Kenyan creatives make money out of their work. Ingenuity in digital payment systems such as M-Pesa has also given artists an easy time in getting paid to render their services without having to depend on cash payments. With crowdsourcing, creatives have realised this opportunity through sites like M-Changa and GoFundMe and tapped into the ability to solicit funds from their fans directly. Besides, blockchain and non-fungible tokens [NFTs] are also becoming a promising source of money.
With such advancements, however, there are challenges that still lie ahead. The current Internet penetration in Kenya is approximately 46 percent, though rural Kenya is somewhat behind in terms of connectivity. Such a digital divide restricts the capacity of most creatives to utilize online platforms maximally. Also, matters like digital piracy, intellectual property theft, and poor enforcement of copyright still hinder the growth of revenue.
Stakeholders have to invest in digital infrastructure and support intellectual property laws in the country, and offer training in emerging technologies to continue with the current progress. Efforts are being put to achieve this, such as the Creative Economy Policy, which will see technology implemented into the creative industry. More so, the collaboration between technological firms and innovation communities, like the GoDown Arts Centre in Nairobi and the Swahili Pot Hub in Mombasa, can develop creativity and expertise.
Technology has undeniably become the backbone of Kenya’s creative industry, driving innovation, expanding reach, and unlocking new economic opportunities. From digital streaming to AI-powered tools, technological advancements are empowering creatives to thrive in an increasingly competitive global market. However, addressing challenges such as internet access and piracy will be crucial in ensuring equitable growth. As Kenya continues to embrace the digital revolution, the fusion of technology and creativity promises a vibrant future for the nation’s artistic landscape.
