Yesterday, I attended the launch of Zaumu — a digital platform designed to reshape how content creators and brands collaborate, starting from Kenya but built for a Pan-African future.

The event, hosted in Nairobi, featured a keynote by Cedric Nzomo, Zaumu’s Co-Founder, that felt more like an open letter to creators — a powerful and candid reflection on the challenges creators face and why Zaumu could mark a critical turning point.

The Persistent Struggle of Being a Creator

Cedric shared his journey from 2006, running one of the world’s largest Hip Hop blogs yet earning under US$1,000 over two years. Despite achieving global impact, brands offered "exposure," "access," or commissions — rarely real income. Even today, creators remain undervalued, despite better platforms and a booming digital culture across Africa.

As Cedric said, "First, for us, is not a sales gimmick. It’s been our mission for over 20 years."

What Makes Zaumu Different?

While the creator marketplace space is crowded, Zaumu’s creator-first approach stands out.

Zaumu, meaning "for the people" in Kiswahili, reframes the creator-brand relationship:

• Transparent Job Listings: Budgets are visible upfront.
• Milestone-Based Payments: Funds are deposited before work starts and released as creators achieve milestones.
• Contract Protection: No hidden perpetual image rights clauses.
• Direct Client Communication: Secure, encrypted chats for direct negotiation.
• Automated Reporting: Insights automatically shared; no tedious screenshots.
• Reviews and Accountability: Brands and creators rate each other to build trust.

Zaumu also integrates AI tools for matchmaking, moderation, and campaign insights — bringing a much-needed data-driven approach to a space still dominated by sentiment and manual workflows.

The Harsh Metrics Behind the Opportunity

Africa’s creators operate in a deeply skewed ecosystem:

• Kenya’s influencer marketing spend in 2024 was just $2.5 million (approx. Ksh 320M).
• In contrast, billboard advertising generated over Ksh 55 billion during the same period.
• The 200 billboards between Waiyaki Way and Nairobi CBD alone made more money than all content creators combined in Kenya.
• Despite influencing over 50% of Millennials and Gen Z purchasing decisions, creators capture less than 10% of available marketing budgets.
• Worse still, only 1 in 10 proposals submitted by creators today converts into paid work.

Zaumu aims to close this gap — putting creators at the center of the value they generate.

The Real Test Ahead

Zaumu’s success hinges on two factors:

1. Creator Adoption: Will creators find enough meaningful, paying opportunities after signing up?
2. Brand and Agency Buy-In: Will brands shift from traditional, manual methods to embrace Zaumu’s transparent, structured approach?

To succeed, Zaumu must prove it offers better efficiency, accountability, and ROI compared to entrenched systems.

The opportunity is massive. By professionalizing workflows and realigning incentives, Zaumu could unlock huge latent value for creators and brands alike.

A Creator-First Platform — And A Movement

Zaumu isn’t just launching an app — it’s trying to build a movement.

As Cedric emphasized, "This is not a launch. This is a long game. Our success is tied directly to your success. We only get paid when you get paid."

By putting creators first, Zaumu could disrupt how digital campaigns are executed — in Kenya, across Africa, and possibly globally — setting a new standard for valuing Africa’s creative economy.