There were no flashing stage lights, screaming fans or booming speakers. Instead, there were conversations about money, contracts, taxes, copyright and the uncomfortable question every aspiring creative eventually has to confront: Can talent pay the bills?
In Kisumu, the answer was being explored beyond the glamour of the stage. For three days, as the Fishermen Experience brought together young creatives for a journey that moved from the classroom to civic engagement and finally to the bright lights of Jomo Kenyatta International Stadium, Mamboleo.
For artists, musicians, dancers, actors and other young talents involved, it was more than a concert. It was a lesson in turning passion into a livelihood.
Talent met money.
On Wednesday, the spotlight was on the business side of creativity.
Young creatives took part in masterclasses on financial literacy, managing irregular income, taxation, investment and building sustainable personal brands. They also explored digital music and ways of monetising creative work.
It was a departure from the familiar narrative of the struggling artist waiting for the next performance or breakthrough.
The message was simple: talent is an asset, but like any asset, it must be managed.
Participants were also introduced to opportunities for accessing credit and funding to grow their creative businesses and projects.
For a generation increasingly turning to music, content creation, dance and other creative pursuits as sources of income, such knowledge can make the difference between a hobby and a career.
Director of Brand Marketing and Insights at Safaricom PLC Zizwe Awuor, said the company’s interest went beyond putting artists on stage.
“We believe in the power of young people and the creative industry to bring Kenyans together,” she said.
The support, she added, recognises the talent, skills and people behind every creative experience.
Beyond entertainment, the young creatives were reminded that their voices could carry weight far beyond the entertainment industry.
Sessions focused on constitutional rights, freedom of expression, copyright, fair contracts and youth participation in governance.
The experience covered civic activities too as voter education also became part of the programme.
For an artist whose words can reach thousands through a song, video or social media post, civic influence can be as powerful as political speeches.
The discussions sought to help young people understand both their rights and the responsibility that comes with having an audience.
Then came Saturday, the Stadium was transformed into a classroom as artists took to the stage as fans sang along, danced and celebrated the culture they see and hear in their everyday lives. Writers took to their notebooks and masterclasses gave way to music, dance, cheers and a celebration of Kenyan talent.
Collins Ochieng, an attendee to this experience, described the experience as an opportunity for people to reconnect with Kenyan music and one another.
“The experience was exciting because it brought people together and gave us a chance to enjoy Kenyan music and our own artists,” he said.
Beneath the entertainment was another story.
Small traders and businesses at the venue were also part of the experience.
Vendors, technicians, promoters, transport operators, content creators and countless others whose livelihoods are tied to the entertainment industry used M-PESA tills and Pochi la Biashara, to receive payments from fans buying goods and services.
The Kisumu experience is part of Safaricom’s broader efforts to support Kenya’s creative economy.
Through the Safaricom Hook Music Hip Hop regional auditions, the company has also traversed Kakamega, Embu and Kisumu to create opportunities for emerging rappers, singers, dancers, actors, MCs and songwriters.
For many young creatives, exposure remains one of the hardest things to find. A talented performer can spend years practicing in obscurity, hoping that one opportunity will put their work before the right audience.
The Fishermen Experience sought to create some of those opportunities while equipping the artists with knowledge that could help them navigate the industry.
And perhaps that is where the real story of the three-day experience lies.
It was not simply about who performed at Mamboleo Stadium; It was about the young person sitting in a masterclass, learning how to manage the little money earned from a performance.
It was about an aspiring songwriter discovering the importance of copyright. It was about an artist learning that a contract should be understood before it is signed.
And it was about a generation discovering that creativity can be more than applause.
As the last performances faded into the Kisumu night, the young creatives carried away more than memories of a concert.
They carried knowledge, connections and, for some, a renewed belief that the talent they have nurtured for years can become something bigger not just a passion to pursue, but a livelihood to build.
