PS Sing’Oei said the collaboration would provide young creative enterprises with access to markets, addressing one of the major challenges facing artists Principal Secretary for Foreign Affairs Korir Sing’Oei with Akuna Group chairman Idris Elba after signing the deal.
/HANDOUT Kenya and Sierra Leone have signed agreements with UK-based The Akuna Group to develop their creative industries, in a partnership seeking to turn artistic talent into businesses, jobs and export earnings. The agreements, signed on the sidelines of the 2026 Commonwealth Heads of Government Meeting (CHOGM) in Antigua and Barbuda, target gaps in financing, skills development and market access that have constrained the growth of creative enterprises across Africa.
The partnership seeks to connect creative professionals with investors, training opportunities, production infrastructure and international markets, positioning the creative economy as a source of jobs and foreign exchange. Akuna Group chairman Idris Elba said the objective was to help creative professionals earn a living from their talent while retaining ownership of the work they produce.
“And that’s really what we’re trying to do through Akuna. Bring people together, build those connections, and help turn creativity into opportunity, so more people can make a living from their talent and own what they create,” said Elba. Kenya's agreement was signed by Principal Secretary for Foreign Affairs Korir Sing’Oei, while Sierra Leone was represented by Chief Minister David Moinina Sengeh.
They signed Statements of Intent with The Akuna Group, chaired by British actor and entrepreneur Idris Elba. For Kenya, the partnership comes as the government seeks to commercialise the creative industry through initiatives such as Talanta Hela, which aims to identify, develop and monetise local talent.
Sing’Oei said the collaboration would provide young creative enterprises with access to markets, addressing one of the major challenges facing artists and content producers seeking to turn their work into sustainable businesses. The deal also seeks to address the disconnect between creative talent and commercial opportunities, particularly in film, music, fashion, design and digital content production.
Despite growing interest in Africa's creative industries, many businesses struggle to secure financing, access professional training and distribute their products beyond domestic markets.