Institutions of higher learning play a pivotal role in the success and sustainability of the Orange Economy in the country.
The term Orange Economy refers to the effect that creative and cultural industries have on the economy and their contribution to economic growth, job creation, innovation and sustainable development.
The orange economy concept gained traction in the early 2000s and was popularized by the Inter-American Development Bank (IDB); with the colour orange chosen to symbolize the dynamism, talent, creativity, and innovation associated with the sector.
Institutions of higher learning play a pivotal role in shaping and advancing this vibrant sector through investing their resources, expertise, and influence to drive innovation, nurture talent, and promote sustainable growth in the creative industries.
Cultivation of Creative Talent
One of the ways that universities to the orange economy is the cultivation of creative talent.
Through offering specialized programmes in fields such as performing arts, film, and media studies, institutions of higher learning provide students with the skills, knowledge, and opportunities to excel in creative professions.
Offering a blend of theoretical knowledge and practical experience nurtures careers in art, film making, and stage performers.
Creation of innovation hubs
Through forging industry-academia linkages and collaborations, institutions of higher learning serve as hubs of creativity and innovation; fostering collaboration between students, faculty, and industry professionals.
This collaboration is essential for the development of new interdisciplinary creations and the alignment of curricula with the dynamic needs of the orange economy.
Research & Knowledge Creation
Institutions of higher learning are hubs for research and the generation of knowledge, which is pivotal to growing the orange economy.
Through research projects, academic publications, and creative works, they expand the scope of creative industries, explore new concepts, and innovate techniques.
Further, the research also informs policy, industry practices, and societal perceptions of creativity and culture regarding the creative sector.
Universities also play a crucial role in promoting the value of creativity and culture in society.
By showcasing the work of students and faculty, hosting cultural events, and engaging with the community, universities raise awareness about the importance of the creative industries. This, in turn, helps to foster a greater appreciation for creativity and culture, leading to increased support and investment in the orange economy.
Kenya is projected to rise as Africa’s creative powerhouse by 2050, owing to its youthful population, supportive government policies, technological innovation, rich cultural heritage, and growing global recognition.
Data from the National Council for Population and Development (NCPD) shows that about 80 per cent of Kenya’s population is aged 35 years and below. This youthful demographic leans towards innovation and creativity; which are some of the key drivers of driving growth in the creative economy.
The creative industries in Kenya are blooming and significantly contributing to the economy. Data from the Kenya National Bureau of Statistics (KNBS) shows that the creative sector, including arts, entertainment, and media, contributed approximately 5.3 per cent to the country’s GDP in the years ranging from 2020 to 2023.
Further, the United Nations Conference on Trade and Development (UNCTAD) has highlighted that Kenya is set to unlock more potential in the creative economy due to its growing digital market and creative talent.
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Kenya boasts several institutions and centers dedicated to nurturing talent in the creative sector. Universities and colleges, such as the Kenya Institute of Mass Communication and the Kenya Conservatoire of Music, offer specialized programmes in film, music, fashion, and digital media.
Institutions of higher learning have also introduced educational programmes in the creative sector which ensures a steady stream of skilled professionals that are being channeled to the creative economy.
Institutions of higher learning have a significant role to play in shaping the orange economy. Through their programmes, research, and engagement with the community, universities contribute to the growth, innovation, and sustainability of the creative industries.
By nurturing creative talent, fostering collaboration, and promoting the value of creativity, universities also help to unlock the full potential of the orange economy, driving economic growth and cultural enrichment.
By Dr Zippora Agatha Okoth
Dr Zippora Agatha Okoth is a Lecturer of Film and Performing Arts at KCA University, and an award-winning filmmaker.
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