The HEVA Fund bet that helped Story Zetu take Kenyan theatre to bigger stages
When banks were reluctant to finance their work, a HEVA Fund facility gave Story Zetu the confidence and capital to move from small theatre productions to sold-out shows, create jobs and improve pay for actors and crew.
In 2019, Kenyan theatre company Story Zetu faced a familiar challenge. They had a compelling production idea, an eager audience, and proven interest in Kenyan stories, but lacked the capital to bring their vision to life. Their upcoming production of Tom Mboya, inspired by the Rusinga Festival, would require a budget of roughly Sh4.8 million, but the festival could only contribute Sh50,000.
To overcome this hurdle, Story Zetu turned to the HEVA Fund, which supported creative enterprises through a unique combination of grant and zero-rated financing.
For Gathoni Kimuyu, Story Zetu's founder and former television professional, the HEVA support was more than just financial aid. She recalls feeling a significant weight lifted off their shoulders, which enabled the company to focus on other critical aspects of production. The facility helped Story Zetu secure rehearsal space, pay cast and crew, and invest in pre-production and marketing without the constant worry of funding shortfalls.
The impact of HEVA's intervention extended beyond mere financial assistance. It marked a turning point for Story Zetu, which had previously struggled to gain traction in the competitive theatre scene. From a television show idea, the company found an audience for their theatrical production, beginning with a sold-out performance at the Kenya National Theatre. This success demonstrated an appetite for Kenyan stories in a different format and opened doors for Story Zetu to grow.
The HEVA facility enabled Story Zetu to expand its reach, moving from a 350-seat auditorium to a larger venue accommodating about 640 people. This expansion, while presenting new financial risks, ultimately paid off as the company's productions sold out, employing around 40 crew members, including interns, caterers, first-aid personnel, and even a counselor or therapist.
Ultimately, investment in one creative business can create a ripple effect, generating work for individuals whose expertise is crucial to the success of a production.
Moreover, HEVA's support facilitated Story Zetu's professionalization by allowing the company to hire an administrator, obtain legal assistance, and refine its marketing strategies. This financial backing not only improved the artistic quality of the productions but also created a sustainable business model for the theatre company.
As Story Zetu's finances improved, so did the remuneration for its artists and crew members, with pay increasing to nearly triple what it had been in 2019. In an industry where fair pay remains a challenge, this shift in compensation represents a significant step forward for the creative workforce.
HEVA's support also strengthened Story Zetu's marketing prowess, leveraging the team's advertising backgrounds to create a distinctive competitive advantage. By building on the company's marketing strengths, HEVA helped the theatre company stand out in a crowded market, ensuring that compelling stories continued to reach Kenyan audiences.
Written by urgent.news from Capital Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
