East Africa has often been referred to as the cradle of humankind, and there is evidence to show that this is an acceptable claim. The region is blessed with an abundance of resources, and that most abundant is the spirit of its people. Our spirit pushes us to do what we set our minds to, and it leads us to face obstacles with courage.

While obstacles afflict all professionals, they afflict creatives more in East Africa. Creatives here often suffer from a lack of support from those closest to them and from the local governments, and this is attributed to our society favoring the blue-collar route at the expense of creative talents. Creativity is a good breakfast but not the best of dinners; it may get discouraged artists out of bed, but it is not enough at the end of the day. In order to get the best out of them, creatives have to feel supported, and most essential for them is monetary support.

An East African organisation has moved to maximize on this niche, and it goes by the name of HEVA Fund.

The Story Behind HEVA

HEVA is Africa’s first Creative Economy finance and investment catalyst. It sets out to tap into the powerful potential of this sector in East Africa.

According to its website, HEVA helps creative businesses to build high-value, profitable businesses where new ideas come to life, and where the highest potential for great profits, great jobs, and happy people will be found. The organization applies its expertise and resources to various forms of creative arts, and that criteria accommodates a range of industries.

The organisation is responsible for the financing of more than 40 creative businesses and has directly supported over 8,000 creative practitioners.

HEVA takes pride in being “Africa’s first dedicated finance, business support and knowledge facility for creative industries.” The company aims to contribute to the self-sustenance of producers of cultural goods, and this has benefited the Creative Economy to a large degree.

Among HEVA’s key strengths is its ability to build strong relationships. HEVA has partnered with creative industry giants, all of whom share a similar vision. They include Sundance Institute, British Council, Goethe Institut, and local government agencies. These relationships have resulted in the formation of projects that have helped many.

HEVA’s COVID Efforts

In the wake of the COVID-19 pandemic, monetary support to artists has never been more important than it is at this moment.

A recent survey undertaken by HEVA stresses this. The study revealed that 58% of the responding artists estimated their income losses to be “severe” and an additional 26% “moderate to severe.”

In response to the loss of income to artists, HEVA has launched the East Africa Creative Business Fund. The purpose of which is to invest directly in creative businesses in East Africa.

The fund will:

• Provide financing for businesses to restructure interrupted supply chains
• Raise production capacity
• Increase market share
• Increase integration in local and regional value-chains
• Support the transition to low-touch and digital capabilities
• Take advantage of new opportunities

Enterprises involved in the following industries are eligible:

• Crafts and Handmade Items
• Events
• Creative and Cultural Education
• Fashion
• Cultural Infrastructure
• Film, TV and Photography
• Cultural Tourism
• Food and Cuisine
• Decorative
• Digital Media
• Music Production and Distribution.

Creating Value for Stakeholders

This initiative is certain to create value for all stakeholders involved in a few ways.

Firstly, it benefits creatives and artists in a major way. They will be raring to pursue this opportunity assertively, and those whose ambition matches HEVA’s may become successful.

Secondly, strategic branding partners have the opportunity to create value while increasing their visibility in the market.

Thirdly, and quite notably, is the government’s potential interest in this, and this can be attributed to two reasons. For one, from a public relations point of view, their partnerships with HEVA will see them portrayed positively. In addition, from a human point of view, they would welcome any initiative that inspires resilience within its people.

Finally, this counts as a big win for HEVA because of its dedication to creating win-win dynamics. By identifying key partners and investors for this project, HEVA has demonstrated its dedication to helping creatives in these times of uncertainty. The clearly defined strategy is indicative of an organisation that is dedicated to being part of the solution, even when times are tough.

In addition to the East Africa Creative Business Fund, HEVA has involved itself in a number of similar projects. If you would like to find out more, then I invite you to have a look at the Growth Fund, Young Women in Creative Industries Fund, and the Cultural Heritage Seed Fund.