WHAT DO CREATIVES WANT?

In a session blooming with ideas, colour, and conversation, young creatives gathered—not just to speak, but to dream aloud. The Dream Session, hosted by Vice Versa Global and ISA Youth, was more than an event; it was a canvas of hope. What emerged was a powerful question: What do creatives truly want—and deserve—to thrive?

On Tuesday, 29th April, young creatives gathered for the first-ever Dream Session—an inspiring forum co-organised by Vice Versa Global and ISA Youth. This groundbreaking event brought together youth from across the creative and lifestyle economy to co-create ideas, envision their futures, and share what it truly means to thrive as a creative in Africa.

The session was the first of its kind, marking the beginning of a powerful partnership between Vice Versa Global and ISA Youth. United by a shared vision to empower young people through the creative economy, the collaboration aims to put youth at the forefront of shaping industries that matter most to them—art, fashion, design, sports, and media—focusing on job creation, skills development, and sustainable opportunities.

The Dream Session represented the first step in developing a holistic project that caters to the ambitions of young people in the creative and lifestyle sectors. Designed using the World Cafe format, participants were encouraged to share their thoughts and ideas in a conversational setup guided by questions on four themed tables. With four rounds lasting 10 to 15 minutes, creatives exchanged ideas on their dream lifestyles, key challenges, the support they needed, as well as the nature of support programs that would help steer their growth.

Drawing inspiration from the discussions, one thing is clear: creatives want to thrive, not just survive. According to the 2023 Economic Survey, Kenya’s creative sector contributes 5% to the national GDP. Globally, this sector is growing 60 % faster than others. Moreover, the creative and lifestyle sectors create jobs and improve the quality of life. The opportunities are endless, yet many young people continue to face barriers in accessing resources, gaining recognition and building sustainable income in these sectors. So, what do creatives really want?

Recognition

Young African creatives want to be acknowledged for their talents, for the contribution they make to society, and for the value they add to the economy. They want to be recognised as key players in society—people who shape culture, fuel innovation, and nurture identity. Too often, their work is undervalued compared to traditional professions. Yet they are visionaries, bridging imagination and reality through music, art, film, and storytelling. It’s time they received their flowers for the vital role they play in inspiring and challenging society.

Inclusion

Creatives want to be included in national conversations, not as an afterthought, but as key stakeholders with a voice to shape policies and influence futures. They are demanding a seat at the tables where decisions on their dreams, aspirations, and needs are made. In addition, they want spaces where they can nurture their craft and build communities. These spaces would be the heartbeat of ideas and expression. They want access to resources, mentorship and opportunities to share their work at home and abroad.

Fair Compensation

And perhaps most urgently, creatives are demanding fair pay for their work. No longer are they satisfied with breadcrumbs—the era of “payment in exposure” is over. They want compensation worth their time, talent and genius. Creatives are also people with lives and bills to pay. They are passionate about the work they do, but this is no excuse to pay them any less or not at all. It is time society, government, and the industry recognised that creative work is real work. By fairly compensating them for their efforts, we are investing in livelihoods and in the growth of an economy that benefits everyone.

The Dream Session wasn’t just a conversation—it was a movement. A glimpse into a future where young African creatives take centre stage in building industries that reflect their brilliance, resilience, and aspirations. Through this ground-breaking collaboration, Vice Versa Global and ISA Youth aim to work hand in hand with young people in the creative, sports and lifestyle economies to build an inclusive program that nurtures, supports and creates opportunities for youth in Kenya and across Africa.