By Shadrack Nyakoe
SANARA, an initiative dedicated to uplifting young creatives in Kenya, has officially launched its Kisumu program aimed at empowering youth in the local creative and cultural industries.
Drawing its name from the Swahili words Sanaa (arts) and Biashara (business), SANARA seeks to drive Kenya’s cultural and creative economy forward by reaching 110,000 young people, including 77,000 young women, 11,000 refugees, and 5,500 people with disabilities across multiple regions, including Kakamega, Kisumu, Mombasa, Nairobi, and Turkana.
Supported by the Mastercard Foundation, the SANARA initiative brings together a consortium of organizations, including HEVA, SNDBX, Baraza Media Lab, and GoDown Arts Center.
Over its three-year timeline from 2024 to 2027, SANARA aims to create dignified and sustainable employment in fields like arts, fashion, media, and entertainment.
The Kisumu program will cater to young people engaged in various creative fields, such as fashion, accessories, film, content creation, gaming, live music, theatre, and other performing arts.
SANARA provides comprehensive support across four key areas: workforce skills training, tailored business development services, access to inclusive financing, and the creation of safer and more equitable work environments. This holistic approach is designed to align training with global standards and support creative enterprises with grants, loans, and production financing.
As part of the SANARA program, HEVA, a key partner, has launched the Ota Growth initiative, specifically offering financial support to youth-led and women-led creative businesses. Through Ota Growth, enterprises in fashion, film, and performing arts can access loans between KES 5,000,000 and KES 20,000,000 at competitive rates, ensuring they have the capital to grow and innovate.
The Kisumu launch marks an important step for SANARA’s mission, providing young creatives with the resources and opportunities needed to thrive in Kenya’s expanding creative economy.