Kelvin Ombal advocates branding and digital skills to help creatives build sustainable careers.
Kelvin Ombal urges artists to combine public relations, responsible AI use and cybersecurity to build sustainable businesses.
Kenyan creatives need more than talent to build profitable careers, says communications executive Kelvin Ombal. He argues that public relations, artificial intelligence and cybersecurity can help artists grow their businesses and protect their income.
Ombal, chairman and co-founder of Louie & Lloyd PR and Communications, is a cybersecurity professional by training. His proposed approach combines greater visibility with business development and stronger protection for creative work.
Kenya’s musicians, filmmakers, comedians, photographers, designers and digital creators attract audiences locally and abroad. However, turning that attention into reliable earnings remains a challenge for many.
Building brands for Kenyan creatives
Ombal advocates personal branding and strategic communication as practical business tools, rather than simply ways to gain publicity. Storytelling, media relations and audience engagement can help artists establish credibility and attract commercial partners.
For example, a musician with a recognisable brand can pursue opportunities beyond live performances. Meanwhile, comedians can attract corporate clients, filmmakers can seek investment and visual artists can reach new markets.
Through his firm, Ombal promotes brand positioning as part of this approach. The company has handled storytelling and communications for brands including Dr Rashel Kenya, MediEarth Lifecare Hospital and Zuma Juices.
Using AI while protecting creative work
Beyond publicity, Ombal sees artificial intelligence as a tool for content development, marketing, audience research and planning. It could also give independent artists access to capabilities more readily available to established companies and agencies.
Used responsibly, he argues, AI can reduce repetitive tasks and leave more time for creative work. However, artists need to learn how to apply these technologies to strengthen their businesses.
Greater online exposure also carries risks as creatives distribute content, receive payments and build social media audiences. Account takeovers, identity theft, data breaches, fraud and unauthorised use of work can threaten their earnings.
Ombal therefore wants artists to secure their accounts, protect sensitive information and safeguard intellectual property. He also stresses the need to track royalties and other digital assets across platforms.
Training programme and free app planned
To address these gaps, Ombal is developing an educational programme covering public relations, AI and cybersecurity. It would offer practical knowledge to members of Kenya’s creative community.
A complementary application is also expected to launch soon to help creatives manage aspects of their careers. Ombal says the app will be free, with the aim of helping users navigate the digital economy.
