Strathmore University Business School, The Burns Brothers Launch Creative Economy Africa Institute

By Victoria Musimbi

Africa’s creative economy is poised for significant growth, but despite the continent’s global influence in music, film, fashion, sports, digital media and cultural tourism, much of its creative potential remains untapped.

To help bridge this gap, Strathmore University Business School (SBS) has partnered with The Burns Brothers to establish the Creative Economy Africa Institute, a Pan-African initiative aimed at equipping creators, entrepreneurs, business leaders and policymakers with the skills, knowledge and networks needed to grow the continent’s creative industries.

The long-term partnership seeks to strengthen creative ecosystems and help create one million jobs across Africa by 2035, positioning the creative economy as a key driver of wealth creation and youth employment.

According to UNESCO, Africa’s creative economy has the potential to generate more than US$20 billion annually and create over 20 million jobs. Yet despite its expanding influence across music, film, fashion, gaming, technology, tourism and entertainment, Africa continues to capture only a small share of the global creative economy.

Speaking about the partnership, Rosemary Okello-Orlale, Director of the Africa Media Hub at Strathmore University Business School, said the collaboration is driven by a shared vision to unlock Africa’s creative and cultural potential through education, innovation and entrepreneurship.

“Kenya and the wider African continent are entering a new era where sectors such as music, film, fashion, sports, digital media, cultural tourism and storytelling are becoming major drivers of economic growth. The question is no longer whether Africa’s creative economy will grow, but who will shape its future and build the systems needed for long-term success,” she said.

Okello-Orlale said the partnership combines Strathmore University Business School’s academic excellence with The Burns Brothers’ industry expertise to equip creators and entrepreneurs with the skills, knowledge and networks needed to build sustainable creative enterprises.

She said the Creative Economy Africa Institute aligns with the Business School’s vision of developing ethical and innovative leaders while strengthening education, research, policy engagement and entrepreneurship across Africa’s creative sector.

The Institute will launch with Creative Economy 101, a digital certification programme that will introduce creators, entrepreneurs, students and policymakers to the business and economics of Africa’s creative industries before expanding across the continent.

The initiative will also focus on entrepreneurship, research, technology, artificial intelligence, policy engagement and Pan-African ecosystem building to address challenges such as limited business skills, weak industry linkages and inadequate access to markets and investment.

John Burns, Founding Partner of The Burns Brothers, said the partnership is about building systems that enable Africa to own and commercialise its creative assets.

«”Africa’s greatest export over the next 50 years will not simply be natural resources; it will be creativity, culture, intellectual property, innovation, storytelling, digital influence and human capital. This partnership with Strathmore University is about building the systems, knowledge and infrastructure that allow Africa to own, scale and monetise its creative assets for generations to come.”»

Okello-Orlale said the Creative Economy Africa Institute represents more than a new academic programme.

“At Strathmore Business School, we believe education should respond to the opportunities shaping Africa’s future. The creative economy is one of the continent’s fastest-growing sectors, yet it remains underserved in formal business education. Through the Creative Economy Africa Institute, we are bringing together academic excellence and industry expertise to equip creators, entrepreneurs, policymakers and business leaders with the knowledge and capabilities needed to build sustainable creative enterprises and drive Africa’s economic transformation,” she said.

Highlighting the significance of the collaboration, Dr. Caesar Mwangi, Executive Dean of Strathmore University Business School, said the partnership reflects the institution’s commitment to preparing leaders for emerging sectors that will shape Africa’s future.

“The Creative Economy Africa Institute represents an important step in strengthening Africa’s creative industries through education, innovation and collaboration. By partnering with The Burns Brothers, we are creating a platform that combines academic excellence with industry expertise to equip the next generation of creative entrepreneurs and leaders with the skills, knowledge and networks needed to compete globally. We believe this partnership will contribute significantly to job creation, enterprise development and Africa’s broader economic transformation.”

The Creative Economy Africa Institute will be rolled out in phases across East, West, Southern, North and Central Africa while strengthening collaboration with Africa’s global diaspora. Through education, innovation and strategic partnerships, the initiative aims to position Africa as a global leader in creativity, culture and intellectual property while creating sustainable jobs and strengthening the continent’s creative economy for generations to come.