Kenya has a golden opportunity to tap into the booming global creative economy and reduce its heavy reliance on traditional exports like tea, coffee, and horticulture.

A new United Nations report shows that the global demand for creative goods and services is rising fast—and Kenya has the raw talent to benefit if it acts now. 

According to the Creative Economy Outlook 2024, global exports of creative services reached $1.4 trillion in 2022, with creative goods adding another $713 billion.

That’s a 29 per cent and 19 per cent increase respectively since 2017.  

These numbers show a major shift in how people around the world are spending—moving away from physical goods to creative content like design, digital media, advertising, and visual arts. 

The UN Conference on Trade and Development (UNCTAD), which released the report, noted that creative industries are not only reshaping global trade but also changing how jobs are created and who benefits.

This is especially important for countries like Kenya, where many young people are unemployed despite having access to the internet, smartphones, and artistic talent. 

The creative economy includes music, film, design, fashion, video games, software development, publishing, and performing arts. In Kenya, all these sectors are growing.  

From YouTube comedians to TikTok dancers, from Nairobi-based animators to filmmakers shooting documentaries in Kibera, Kenyans are already participating in the global creative scene.

But the country lacks the right policies and investments to help these talents thrive. 

“Digital transformation is profoundly impacting the production and consumption of creative goods and services, generating opportunities for some and challenges for others,” the report notes.  

This shift is particularly significant for countries like Kenya, where traditional export earnings from tea, coffee, and horticulture are facing stiff global competition and price volatility. 

One clear example is the music industry. Kenyan musicians are gaining international fans, especially through platforms like Spotify and Boomplay. 

Yet, many of them struggle to earn fair income because of weak copyright protections and poor access to global markets.

Artists like Sauti Sol and Khaligraph Jones have broken through, but for every success story, there are hundreds of artists who quit because they can’t make ends meet. 

The same applies to film. Kenya produces exciting content, with filmmakers gaining recognition at global film festivals.

Yet, limited government support, expensive equipment, and piracy remain serious obstacles. Nigeria’s Nollywood has grown into a billion-dollar industry with strong local and diaspora support—Kenya can learn from that model. 

Fashion is another promising area. Kenyan designers like Anyango Mpinga and brands like KikoRomeo have showcased their work in international fashion shows.  

Locally-made clothing inspired by African prints and urban youth culture is gaining popularity worldwide. But scaling up production, accessing export markets, and protecting intellectual property remain big challenges. 

The UN report points out that the creative economy offers more than profits.

It can help promote sustainable development, create jobs for young people, and empower women and marginalised communities. Importantly, it also helps to preserve and share cultural heritage. 

Digital technology plays a key role in this transformation. Social media, streaming platforms, mobile apps, and cloud-based tools have made it easier for creatives to reach global audiences.

But technology also brings challenges.  

Many African creatives face digital barriers like poor internet connectivity, limited digital skills, and lack of e-commerce support.

They also need protection from exploitation by big platforms that benefit from their content but offer little pay. 

Creative services exports 

UNCTAD’s data shows that developing countries like Kenya are starting to catch up. In 2010, they contributed just 10 per cent of global creative services exports.

By 2022, that had doubled to 20 per cent. With the right investment in infrastructure, education, and policy reforms, Kenya can join the frontrunners. 

At a UNCTAD conference in Geneva, experts discussed how to ensure that digital tools like artificial intelligence don’t replace human creativity but instead support it.

The goal is to build an inclusive creative economy that supports artists, protects intellectual property, and promotes local culture.  

“As a driver of sustainable development, the creative economy requires continued policy attention and investment to maximise its positive societal impact,” said Marisa Henderson, head of the creative economy programme at UN Trade and Development. 

To succeed, Kenya needs to do several things. First, invest in education and skills development—especially in digital arts, coding, and creative writing.

Second, create fair copyright and data protection laws to protect creators’ rights.  Third, support creative start-ups with access to funding, training, and markets.