HustleSasa launches incubator for Kenyan creatives

Titled ‘Turning Passions Into Livelihood’, the nine-month project will be conducted in collaboration with The Alchemist Bar in Nairobi and is aimed at providing young creators across Kenya with the tools, resources, networks and knowledge needed to monetise their craft.

The free programme is targeting 1 000 creators who will be divided up into four cohorts of 250 participants and trained over six months.

Classes for the first cohort will begin on 15 June and creatives who are interested in joining can apply here before 30 May. The dates for the next round of applications will be announced at a later stage.

The participants will spend seven weeks attending immersive online business and marketing masterclasses facilitated by different industry experts such as Olivia Ambani and Tetu Shani. Topics to be covered include financial literacy, budgeting, community building, integrated marketing communications, the future of art (AI, cryptocurrency, NFTs, etc.) and mental health.

“The incubator curriculum caters to a broad range of creator types such as musicians, dancers, event organisers, writers, chefs, beauticians, haircare and skincare specialists, photographers and many more,” HustleSasa head of community Stephanie Gogo, who will also serve as Turning Passions Into Livelihood’s project manager, said.

“This is different from other similar programmes, which generally work with smaller cohort sizes of about 15 to 30 participants and focus on specific creative roles like production, deejaying and music performance.”

After completing the learning sessions, the participants will spend two weeks working with the HustleSasa mobile app, with the company’s customer relationship management team providing guidance on how to use all of the platform’s features to successfully manage their businesses online. The creators will also receive graphic design and product photography support to build professional websites.

“Since all the participants will be on the HustleSasa mobile app, there will be continuity for them even after the programme concludes, as the platform regularly runs community initiatives like event financing and networking gatherings for its app users,” Gogo said.

The Alchemist Bar, meanwhile, will act as a community hub for the incubator where all of the project’s in-person activities will be held. The programme will culminate in a December showcase where the public will get to interact with 100 of the participant’s brands and enjoy a live concert featuring local musical acts.

Turning Passions Into Livelihood is supported by the ACP-EU Ignite Culture programme, the British Council and HEVA Fund.