The Heart of the Program
About us
For young Kenyans building real careers in the creative industries.
The Story of Sanara
Sanara comes from two Swahili words: Sanaa, meaning art, and Biashara, meaning business. The program exists for creatives who are serious about both. Whether you are a fashion designer, a filmmaker, a musician, an event producer, or working in other creative spaces (see the full list of types of creatives here). Sanara offers access to training, financing, and business support designed for how the creative economy actually works. It is part of a wider effort, alongside partner organisations and with support from the Mastercard Foundation, to make Kenya's creative sector a place where young people can build lasting careers.
Sanara comes from two Swahili words: Sanaa, meaning art, and Biashara, meaning business. The program exists for creatives who are serious about both. Whether you are a fashion designer, a filmmaker, a musician, an event producer, or working in other creative spaces (see the full list of types of creatives here). Sanara offers access to training, financing, and business support designed for how the creative economy actually works.
It is part of a wider effort, alongside partner organisations and with support from the Mastercard Foundation, to make Kenya’s creative sector a place where young people can build lasting careers.
Our Purpose
Sanara is a three-year initiative funded by the Mastercard Foundation and led by HEVA Fund, in consortium with Baraza Media Lab, SNDBX-Ubuntu, and GoDown Arts Centre.
Between 2024 and 2027, the program aims to reach 110,000 young women and men aged 18 to 35. We prioritise young women, who make up 70% of our target, alongside refugees and people with disabilities. These are groups that face specific structural barriers to formal economic participation.
where we work
Sanara is active in Nairobi, Mombasa, Kisumu, Nakuru, Kakamega, and Turkana. Each has its own creative industries, its own talent base, and its own Sanara presence, including physical hubs where participants can access support directly.
- Baraza Media Lab Kisumu
- Baraza Media Lab Nakuru
- Baraza Media Lab Mombasa
- Baraza Media Lab Nairobi
The creative industries we work with
Sanara supports three value chains within Kenya's creative industries. If your work sits within any of these, you are eligible to apply.
1
The Makers of Style
Fashion, Garments, and Accessories
This covers the full range of people making and selling clothing, accessories, and beauty services. Fashion designers, tailors, bead makers, makeup artists, hair stylists, nail technicians, and the e-commerce and manufacturing infrastructure that moves products to market. If your work sits anywhere in this chain, from initial design to final sale, Sanara is for you.
2
The Pulse of Culture
Live Performance
Musicians, bands, DJs, theatre groups, comedians, dancers, acrobats, event organisers, ticketing platforms, and venue managers. A performance is a business, and everyone involved in making it happen is eligible for Sanara.
3
Audiovisual Storytelling
Film, TV and Content Creation
Photographers, filmmakers, scriptwriters, music producers, podcasters, content creators, game developers, and professionals working in virtual reality. If you work with visuals, content and sound, across any platform, Sanara is here to help you level-up.
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The consortium behind Sanara
Sanara is a program that is being implemented by 4 partners (the consortium) with the support of Mastercard Foundation. Each of the consortium members are responsible for a specific area of the programme.
Mastercard Foundation
Funder and strategic partner
Sanara sits within the Mastercard Foundation's "Young Africa Works" strategy which seeks to enable dignified and fulfilling work for young women and men across Africa.
HEVA Fund
Program Implementation & Access To Finance
HEVA manages the program overall and leads the access-to-finance pillar, providing suitable financing options for production, trade, and business growth such as the Ota loans and grants.
Baraza Media Lab
Skilling for Work & Market Access
Baraza coordinates industry-relevant skills training through a network of 23 specialist partners and regional program hubs, connecting young women and men with the skills needed to pursue employment, enterprise and market opportunities.
SNDBX-Ubuntu
Business development services
Provides mentorship, business systems support and market access coaching to help creative entrepreneurs formalise, strengthen and grow their businesses.
GoDown Arts Centre
Cultural Infrastructure & Ecosystem Development
GoDown Arts Centre leads Sanara's work on cultural infrastructure and ecosystem development, strengthening the environments, institutions and county-level systems that enable Kenya's creative economy to grow.
Beyond the consortium, Sanara works with a network of community-based organisations, educational institutions, financial service providers and other specialist partners that extend the program's reach.
Our Purpose
To unlock opportunities for young creatives by expanding access to skills, finance, business support and markets while strengthening Kenya's creative economy.
Our North Star
Our Ambition
A creative economy where young Kenyans can build sustainable creative careers in the places they live and work.
Learn how it works
We believe...
Our North Star
Our Mission
We are here to dismantle the barriers that hold creatives back. By providing a holistic ecosystem of industry-standard training, fair financial products, and advocacy for safe work environments, we turn artistic passion into professional reality.
Our Vision
We envision a vibrant, equitable Kenyan creative economy where every young artist, designer, and performer has the resources to thrive, lead a fulfilled life, and contribute meaningfully to their community and country.