Jenga CCI - Global Project

About the Project

In Kenya and most other African countries, the cultural and creative industries form part of the fastest growing and most dynamic economic sectors. Practitioners in these fields have the potential to further develop the creative and cultural sector locally, regionally and globally through innovative and creative ideas resulting in a greater contribution to Kenya's annual growth and development.  This emerging economy largely consists of start-ups and small to medium-size enterprises. .

Industry Background

Often, the Kenyan cultural and creative industries are simplified and reduced to touristic markets and commodities. For many artisans, crafts and curios are simply an avenue to earn a livelihood, but don’t reflect the real potential of the Kenyan art scene. The stories of established Kenyan creatives (e.g. Lupita Nyong’o, Wangechi Mutu, Wanuri Kahiu, Blinky Bill) leave no doubt about the talent, ambition, and work ethic of creative industry practitioners. Nevertheless the full potential of this sector is still not realized due to multiple structural obstacles:

  • Infrastructural barriers prevalent in the sector
  • The creative sector remains largely obscured from private sector investment as it is often considered high risk or too informal
  • Low public policy coverage; the creative industries remain absent from public sector planning and expenditure
  • Cultural and gender barriers
  • Limited self-supporting financial models
  • Missing relevance for their craft resulting in limited funding and support programmes
  • Limited representation of interests and advocacy
  • Limited education in areas of cultural and creative industries skills


On behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), the GIZ (Deutsche Gesellschaft für Internationale Zusammenarbeit) and the Goethe-Institut-the Global Project ;Culture and Creative Industries promotes the emerging market of cultural and creative industries in Africa and in the Middle East. 

In Kenya, JENGA CCI – Global Project Culture and Creative Industries aims at sustainable development and facilitation of the culture and creative industries through an integrative educational and funding strategy as well as promotion of advocacy.
Given the right support for knowledge exchange, capacity building, and for structural changes especially on a legal and economic level, the enormous potential of the creative industries shall be unlocked through:

  • Training and capacity building for practitioners in the cultural and creative industries
  • Promotion of cooperative projects and structures by holding intra- and intersectional dialogues and networking events
  • Support of business development models, economic and legal counselling for companies in the cultural and creative sector
  • Development and promotion of interest groups and advocacy

Project Collaborators

HEVA Fund is an East African Company that believes in the transformative social and economic potential of the creative sector in the East African region. Since their inception, they have sought to be at the forefront of helping producers of cultural goods and services in Kenya and in East Africa to build high-value, profitable businesses, where new ideas will come to life, and where the highest potential for great profits, great jobs and happy people will be found.
In collaboration with JENGA CCI, HEVA Fund has designed a facility focused on young women in creative enterprises, looking to increase their production capacities, launch new product lines, invest in new technology and expand their distribution networks in the East African market. The Young Women in Creative Industries Fund is directed at supporting the applicants‘ working capital needs as well as acquisition of production assets. Alongside the financial investment, business support and learning facilities to improve the productivity of successful beneficiaries will be provided in the following ways:
  • Investments in production, inventory and logistics technologies
  • Support increasing the unit value of a product by product development
  • Increasing access to necessary post-production capacities 
HEVA Fund shall provide loans of up to KES 1,000,000 in financial and technical support for the selected entrepreneurs.

The Creative Economy Working Group is a consortium of civil society organizations interested in the growth of the creative industry. The overall goal is to promote creativity, innovation and the diversity of the cultures of the people of Kenya as drivers of economic growth and development. This goal can be realized through the development of facilitative policies and legal instruments as well as strong and innovative institutions.

The CEWG works in the areas of policy advocacy and coalition building, Research and Development of skills among practitioners through the platform. 
Imara round tables_  Gaming © Goethe-Institut
Twaweza Communications Limited is a strategic communication institution established in 2000 and based in Nairobi. Working in the areas of public policy, media and culture for sustainable development Twaweza Communications is committed to increase public knowledge and action through research, training, advocacy and documentation for accessibility, agricultural policy, and sustainable environment, equity in gender relations, accountable leadership and people centred governance.

For JENGA CCI, Twaweza Communications will assist in the delivery of training and workshop sessions for various creative practitioners as well as contribute to policy advocacy, capacity building and knowledge exchange.

Through the monthly facilitated roundtable series IMARA solutions to some of the policy and practical concerns in the creative sector shall be found. The small group discussions will involve practitioners in the cultural and creative industries, government and private sector and will discuss issues in the following areas:
  • Entertainment Law and Intellectual Property
  • Opportunities for Cooperation in Film, TV and Digital Media
  • Skills and the Future of the Creative Industries
  • The Gaming Industry in Kenya
  • Tourism and the Cultural Industries
  • Creative Industries in Urban Environment

More information: 

Other Projects

Next to the main collaborators, JENGA CCI facilitates the following projects in collaboration with various partners in order to build capacity, enhance knowledge in business skills and copyright as well as explore new technologies, amongst others. 

The Creatives Business and Professional Empowerment Project is a collaboration between JENGA CCI and the Technical University of Kenya (TUK). This project will support the industry with basic and in-depth training aimed at professional and business development. Depending on the needs and demands, the Creative Business and Professional Empowerment Project will support the industry for a period of one year through training and content development with the possibility of being developed further for long-term benefits.

Through basic and in-depth trainings, workshops, break away discussion forums, industry visits and open forum discussions, trainings in the areas of marketing, audience development, branding and product development, communication, financial management and networking will be carried out.
The Copyright Project is an initiative in collaboration with WiBO Culture Artcellerator, a social enterprise that incubates and accelerates creative solutions for the changing world. Since 2016 WiBo Culture applies design thinking approaches to bring forth new solutions to the poorly structured and managed creative economy in Kenya.

The Copyright Project plans to educate and enable paralegals to administer the basic intellectual property management services at the grassroots. This initiative contributes to the array of long term solutions enabling socioeconomic resilience and sustainable livelihoods for creative entrepreneurs.  Within the pilot phase of the project an IP management handbook tailored for the Kenyan creative economy shall be tailored and utilized to educate paralegals throughout various counties of the country. Woking closely with the Kenyan Copyright Board (KECOBO) the Copyright Project will train and certify IP management agents (certified IPMA), who will be destined to work from Huduma Centers in four counties in Kenya. 
PerFORM Music Incubator launch Launch of the perFORM Music Incubator with Maria Parker, Muthoni Ndonga and Flora Valleur © Julian Manjahi Kenyan performers face several obstacles like lack of access to professional resources and which result in below standard live performances and challenges in bringing products (Albums/Eps/Singles) to the market.

The PerFORM is a 3-month program comprising of classes, workshops and performers residency in order to promote skill transfer resulting in deeper technical knowledge for performers and their technical crew as well as a fully curated and improved live performance at Good Times Africa Events 2019. 

More information:
In collaboration with BlackRhino VR, State of the ARt will set the foundation for an unprecedented evolution of art exhibitions, art spaces and art trading. It is a fusion at the intersection of technology between artists and tech visionaries. The premises behind this project is to integrate visual art forms with Virtual and Augmented Reality (VR/AR) and deploying these technologies in a learning and experimental context while building capacity and exposing artists into these new formats.

Through State of the ARt artists within Nairobi will be introduced and trained to new technologies as a way to push their art forward and explore new paradigms of expressions with powerful meanings while exposing the general public to art that pushes the limits and defines new meanings that will change how people view art – today and in the future.

More information:

Research Reports


In 2019, Jenga CCI commissioned Santuri Media to conduct research resulting in the report: Stories and Studies of Gaming in Kenya, Tanzania and Rwanda.

The Gaming Industry in Kenya and the broader East African region has increasingly been a point of interest, and potential growth within the creative and cultural sector. According to the 2018-2022 Entertainment and Media Outlook: An African Perspective by Price Waterhouse Coopers, the video game industry grew at a rate of 21.2% in 2016 and is projected to grow at a rate of 13.2% between 2017 and 2022. The Goethe-Institut, Nairobi continues to engage with the gaming industry through workshops, roundtable discussions, exhibitions and longer-term funded projects. In 2019, Jenga CCI commissioned Santuri Media to conduct research resulting in the report: Stories and Studies of Gaming in Kenya, Tanzania and Rwanda. 

The five articles in the report can be read below:
-Analogue to Digital: The mechanics of gaming and the metagame
-Fast and Curious: The multiple actors in gaming and emerging technologies in Kenya
-Beyond hunting games and banking on betting: The example of Tanzanian Gamers and Academics
-This industry is big, bigger than Hollywood: Expanding gaming and production in Rwanda
-Kenya, Tanzania, Rwanda: Onward Together, Forging an Inclusive community.