Safaricom has reaffirmed its commitment to Kenya’s creative economy by supporting the Fishermen Experience in Kisumu, a three-day event that combined creative skills development, civic engagement, music and entertainment.
The event brought together young creatives and industry practitioners for masterclasses on Wednesday and Thursday before culminating in a concert at Mamboleo Stadium on Saturday.
The masterclasses focused on the business side of the creative industry, covering financial literacy, managing irregular income, taxation, investment, brand building, digital music and monetising creative work. Participants also received guidance on accessing credit and funding to grow their creative businesses and projects.
Thursday’s sessions focused on civic engagement and rights advocacy, with discussions on constitutional rights, freedom of expression, copyright, fair contracts and youth participation in governance. Voter education was also incorporated to encourage young creatives to use their influence to promote civic participation.
“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,” said Zizwe Awuor, Director, Brand, Marketing and Insights at Safaricom PLC.
Awuor said Safaricom was committed to creating platforms and opportunities that enable young creatives to develop their skills, express themselves and turn their passion into meaningful opportunities.
The engagements highlighted the entrepreneurial potential within Kenya’s creative ecosystem, equipping participants with practical skills to build sustainable careers while encouraging greater civic awareness.
The programme culminated in a concert at Mamboleo Stadium, bringing together artists, fans and the wider Kisumu community for a celebration of Kenyan music, culture and youth talent.
The event also demonstrated the role of digital financial services in supporting businesses within the entertainment sector. Through Pochi la Biashara and M-PESA tills, traders and other businesses at the venue were able to receive payments conveniently as fans purchased goods and services.
For audiences, the concert provided an opportunity to experience performances from Kenyan artists and celebrate local culture.
“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,” said Collins Ochieng.
The Fishermen Experience is part of Safaricom’s broader efforts to strengthen Kenya’s creative economy. The company’s support has also included the Safaricom Hook Music Hip Hop regional auditions, which have been held in Kakamega, Embu and Kisumu, providing opportunities for emerging rappers, singers, dancers, actors, MCs and songwriters to develop their skills and gain exposure.
The Kisumu experience demonstrated how creative platforms can go beyond entertainment to provide young people with business skills, civic knowledge, exposure and opportunities to build careers while contributing to Kenya’s cultural landscape.
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