Cannes Festival offers youths level playing field in global creative space

Kenya’s creative space is an integral economic resource and one of the most dynamic sectors in the country. It brims with untapped talent and potential.

This was evident during the two-day Young Lions Kenya Competition—a prestigious platform that not only empowers young creatives with outstanding talents but also affords them an opportunity to represent our country at the global stage in Cannes, France.

The Cannes Festival is the heart of global creativity.

Every year, it brings together thought leaders, innovative companies, and creative talent worldwide.

As Kenya prepares to debut at the festival in May, this is a chance to showcase local talent and for our creatives to demonstrate their ingenuity and resilience on an international platform.

It has, however, taken a lot of work to get to this point. While the creative industry presents immense opportunities, it is not without its fair share of challenges, such as limited exposure, funding gaps, and inadequate intellectual property protection.

For many talented and ambitious youths transitioning from passion to profession, these hurdles can be disheartening, oftentimes stifling growth and limiting young creatives’ prospects and opportunities to thrive.

The Internet, for instance, is bridging this gap and opening doors for online distribution of creative content. This has enabled impressive reach to a wider global audience.

The widespread usage of social media platforms that support the proliferation of video content, such as TikTok, Facebook and Instagram, has opened pathways for creative individuals and collectives to rise to popularity.

This is unlike in the past, where many creatives had to fight or even resort to nefarious means to claw their way into the spotlight of mainstream media and similar platforms.

With readily accessible platforms for artists, designers, musicians, and other creatives to showcase their work globally, reach new audiences without traditional gatekeepers, build personal brands, directly engage with their fans, and generate income through various digital avenues, the creative economy is more merit-based and democratised than ever.

The effect of this is that we are seeing unprecedented levels of participation and market reach than ever before.

Further downstream, we are witnessing a broadening of opportunities for creatives to refine their craft and additional avenues for organisations to tap into their skill for both short- and long-term projects.

One of the key ways to influence this space whilst tapping into the growing opportunities is establishing creative spaces which will not only create jobs for the youth but will also foster innovation, economic growth, and social cohesion.

Spaces such as creative hubs will create room for collaboration and talent growth, and spotting. This can be done through concerted efforts, partnerships, and shared values between artists, private companies, and State agencies.

The youth are the future of our country. It is our prerogative as industry leaders to embrace their ingenuity and ways of expression to proffer a hand and a springboard for their talents and potential to grace any stage, local or global.

The effect of this kind of partnership has been evident through numerous opportunities that we, ask KBL, have played an instrumental role in, to great effect.

For decades, brands such as Tusker Lager have been leading beacon of creativity, embracing innovation and supporting young talent.

Whether through corporate and brand partnerships, we have consistently provided a platform for Kenyans to shine and celebrate their talent locally, regionally in East Africa, and now further afield, into the international stages.

It is an inherent practice that we make our mark as an organisation to shape the next generation of creative leaders in different capacities, including this Cannes Young Lions competition.

The writer is Marketing and Innovation Director, Kenya Breweries Limited