Empowering young art entrepreneurs: lowering barriers for decent work in Kenya’s creative industry

Abstract Despite its growing global recognition as a driver of innovation and inclusive growth, the creative industry in sub-Saharan Africa remains underexplored in entrepreneurship research. In Kenya, the sector holds significant potential for generating employment among youth, yet its contribution to decent and sustainable work remains limited. This study addresses the gap in understanding how structural, institutional, and market factors shape decent work outcomes for young creative entrepreneurs in Kenya. Drawing on the Approaches to Inclusive Markets (AIM) framework, which uses a qualitative study design, the study examines the enablers and constraints influencing the performance and inclusivity of Kenya’s creative industry. Data were collected through 29 key informant interviews with industry stakeholders and 10 focus group discussions involving 80 art entrepreneurs aged 18–35. Thematic analysis of qualitative data revealed that digital migration, expanding internet access, and open access content platforms have created new commercial opportunities. However, these gains are constrained by inequitable pay, limited social protection, long working hours, and discriminatory practices. At the systemic level, high production costs, inadequate training, regressive regulation, and socio-cultural barriers weaken the industry’s potential to deliver decent work. The study advances understanding of how market inclusion frameworks can be adapted to support entrepreneurship in informal and creative sectors of emerging economies. The study highlights the importance of policies that ensure fair compensation, expand social protection, and align skills development and regulatory frameworks with industry dynamics to build an equitable, competitive, and sustainable creative economy.