What does it really take to build a creative business that lasts?

In this episode, Dami sits down with Joan Mazimhaka, co-founder and CEO of Illume Creative Studio, to unpack 15 years of building a creative business in Rwanda.

Joan shares lessons from building with co-founders, adapting to changing markets, navigating financial uncertainty and developing the leadership skills needed to sustain a growing business. The conversation also explores delegation, professionalism, pricing, reputation and why talent alone is not enough to build a successful creative career.

They also discuss the importance of communicating the value of creative work, understanding the business side of creativity and creating stronger ecosystems, networks and opportunities for creatives.

A valuable conversation for anyone trying to build a sustainable career, creative business or agency.

Timestamps

(00:00) The story behind the name Illume
(02:00) Why Illume was founded
(04:00) Changing the narrative around Rwanda
(08:00) Building a business with co-founders for 15 years
(12:00) Why creative businesses need to be adaptable
(14:43) What sustainability really means
(17:00) Preparing for financial uncertainty
(20:00) Growing as a leader
(22:00) Learning to delegate
(24:00) Why founders cannot do everything themselves
(28:00) Communicating the value of creative work
(32:00) Finding and adapting to new opportunities
(36:00) Connecting creativity to business results
(38:00) Why talent alone is not enough
(42:00) Professionalism in the creative industry
(44:00) When the problem is not always the client
(48:00) Treating yourself like a business
(49:40) Pricing creative work and understanding your costs
(52:00) Avoiding the trap of underpricing
(55:50) Why consistency builds your reputation
(59:00) Understanding what your audience expects
(01:04:04) Treat your creative business like a business
(01:08:00) Building stronger creative ecosystems
(01:12:13) Creating opportunities for African women storytellers
(01:14:00) The future of the creative industry
(01:16:05) Advice to Joan's younger self
(01:16:26) Rapid-fire questions
(01:20:00) Where to find Joan and Illume

FIND JOAN AND ILLUME ONLINEIllume Creative Studiohttps://www.illumestudio.com/Instagramhttps://www.instagram.com/illumestudio/LinkedInhttps://www.linkedin.com/company/illumestudio/JOAN'S BOOK RECOMMENDATIONEssentialism: The Disciplined Pursuit of Less: https://a.co/d/08XVkCXl🎙️ Listen to the Lucreative Africa Podcasthttps://linktr.ee/lucreativeafricaSpotifyhttps://open.spotify.com/show/1bHYfOuIE3jHXb1y6kpnw7?si=jujFRI1kQpy5I9xgHkMo5gApple Podcastshttps://podcasts.apple.com/us/podcast/the-lucreative-africa-podcast/id1787788762YOUTUBEhttps://www.youtube.com/@LucreativeAfrica📌 Join us on this journey as we explore business concepts from the creative world and share knowledge that will raise the next generation of successful African creative entrepreneurs.🌐 Visit our websitehttps://www.lucreativeafrica.com/FOLLOW US ON SOCIALSInstagramhttps://instagram.com/lucreativeafricaLinkedInhttps://linkedin.com/company/lucreativeafricaTikTokhttps://www.tiktok.com/@lucreativeafrica#StayLucreative #LucreativeAfrica #JoanMazimhaka #CreativeBusiness #CreativeEntrepreneurship #AfricanCreatives #Rwanda #Rw #EastAfrica

In this episode, Cynthia Butare joins us to talk about her journey across employment, freelance work, entrepreneurship and creative strategy, and how each chapter has helped her understand what kind of work she wants to do and how she wants to build her career.

We talk about finding your creative identity, following opportunities, building a reputation, making money from your skills and why being employed doesn't translate to failure at entrepreneurship.

Cynthia also shares the story behind Imigani, a platform documenting Rwanda's creative industry that has grown from a collection of stories and photographs into a living archive with a cultural calendar, artist directory and community events.

We also explore the business and sustainability questions behind building a platform like Imigani, including funding, community building and finding the right people to help take the idea further.

This is a conversation about career experimentation, creative identity, sustainability and finding a model that works for you.

Timestamps

(00:00) Introduction and meeting Cynthia Butare
(03:20) Growing up in Geneva and early creative influences
(07:27) Studying communication and discovering storytelling
(08:01) The creative project that changed Cynthia's direction
(09:30) Studying documentary making
(18:30) Joining TORI and moving into strategy
(25:53) Defining storytelling
(37:24) What makes a good story
(39:08) What does it mean to be a strategist?
(40:00) Why your network matters
(41:04) Understanding strategy and finding the common thread
(42:41) Knowing your audience and choosing the right channels
(43:14) Measuring content performance and turning attention into action
(44:23) How do you sell strategy?
(45:04) The challenge of selling strategic thinking
(51:29) Working on creative campaigns and understanding value
(57:27) Building a creative career with limited resources
(58:25) Building a portfolio across different creative skills
(01:03:27) Managing multiple creative disciplines
(01:07:08) Being a multi-hyphenate creative
(01:08:20) Why Cynthia doesn't believe in niching down
(01:09:05) Adding new skills when opportunities arise
(01:10:03) Why context matters when building a creative career
(01:12:23) The importance of experience
(01:13:51) Turning what you share online into opportunities
(01:15:00) Finding the thread that connects everything you do
(01:21:00) Business lessons from building a creative career
(01:21:15) Learning how to make creative ideas sustainable
(01:21:25) The story behind Imigani
(01:23:33) Building Imigani Talks
(01:25:08) Is there a business side to Imigani?
(01:26:39) Making Imigani sustainable
(01:28:21) Turning opportunities into career growth
(01:29:12) How Cynthia's portfolio created new opportunities
(01:30:28) Entrepreneurship, employment and knowing what works for you
(01:32:30) Where to find Cynthia and Imigani
(01:33:00) Outro

FOLLOW CYNTHIA AND IMIGANI

Cynthia on Instagram
https://www.instagram.com/cynthiabutare/

Imigani on Instagram
https://www.instagram.com/imigani/

Imigani website
https://www.imigani.co/

📌 Join us as we explore the business side of creativity and share knowledge to help build the next generation of successful African creative entrepreneurs.

Connect with Lucreative Africa

🎙️ The Lucreative Africa Podcast:⁠https://linktr.ee/lucreativeafrica⁠

🌐 Website:⁠www.lucreativeafrica.com⁠

📷 Instagram:⁠https://instagram.com/lucreativeafrica⁠

💼 LinkedIn:⁠https://linkedin.com/company/lucreativeafrica⁠

🎥 YouTube:⁠https://www.youtube.com/@LucreativeAfrica⁠

If you enjoyed this episode, be sure to follow the Lucreative Africa Podcast, leave a rating and review, and share this conversation with another creative who would benefit from these insights.

In this episode of the Lucreative Africa Podcast, we sit down with illustrator, visual artist and creative entrepreneur Dolph Banza, Founder and Creative Director of Inkstain Studio, to explore what it takes to build a creative career rooted in curiosity, authenticity and continuous growth.

From why he's grateful he never attended art school to developing a distinctive artistic style inspired by Rwandan aesthetics and geometry, Dolph shares practical lessons from over a decade of building a career in illustration and visual storytelling.

Together, we discuss how to develop your own creative voice, why style goes beyond aesthetics, pricing creative work with confidence, building a portfolio that attracts opportunities, navigating the realities of entrepreneurship, and how creatives should think about AI as a tool rather than a replacement.

Whether you're an illustrator, designer, photographer, filmmaker or creative entrepreneur, this conversation is filled with practical insights to help you create work that is both meaningful and sustainable.

In this episode, we cover:
• Why Dolph chose not to attend art school
• Developing a recognisable creative style
• The influence of Rwandan aesthetics on creativity
• Pricing creative work and knowing your worth
• Building a portfolio that attracts opportunities
• Growing a creative business with intention
• AI and the future of creative work
• Advice for the next generation of African creatives

Chapters

(00:00) Intro – Why I'm Glad I Never Went to Art School
(01:47) Introducing Dolph Banza
(03:06) Dolph's Creative Journey: From Drawing to Illustration
(05:08) What Is Illustration?
(08:58) How Engineering Shaped Dolph's Art
(10:56) The Influence of Rwandan Aesthetics
(14:20) Looking Beyond the Colonial Lens
(16:10) Simplicity, Minimalism and Why Less Is More
(22:25) Landing His First Paid Illustration Projects
(25:14) Convincing Clients That Illustration Has Value
(29:36) Building a Unique Artistic Style
(36:36) Pricing Creative Work and Knowing Your Worth
(45:05) Why Your Portfolio Matters More Than Your Tools
(49:12) Building an Audience That Creates Opportunities
(56:53) Running Inkstain and Building a Creative Business
(57:51) The Real Challenges of Creative Entrepreneurship
(01:05:14) AI, Creativity and the Future of Creative Work
(01:12:09) Advice for Young Creatives
(01:15:22) Dolph's Dream Projects
(01:16:48) Where to Find Dolph
(01:17:42) Outro

Connect with Dolph Banza

📷 Instagram:
https://www.instagram.com/dolph_banza/

🌐 Inkstain Studio:
https://www.inkstain.rw/

Connect with Lucreative Africa

🎙️ The Lucreative Africa Podcast:
https://linktr.ee/lucreativeafrica

🌐 Website:
www.lucreativeafrica.com

📷 Instagram:
https://instagram.com/lucreativeafrica

💼 LinkedIn:
https://linkedin.com/company/lucreativeafrica

🎥 YouTube:
https://www.youtube.com/@LucreativeAfrica

If you enjoyed this episode, be sure to follow the Lucreative Africa Podcast, leave a rating and review, and share this conversation with another creative who would benefit from these insights.

In Part 2 of our conversation with multidisciplinary artist, curator and creative entrepreneur Luladey, we explore one of the biggest challenges creatives face: understanding the true value of their work.

From value-based pricing and communicating the worth of creative work to developing your artistic voice and building a sustainable creative business, Luladey shares practical insights drawn from her own experience as an artist and entrepreneur.

Together, we discuss why pricing isn't simply about the hours you spend on a project, but also the years of experience, creative thinking, craftsmanship and intention behind every piece of work. We also explore the importance of creating with authenticity, building a recognisable body of work, and treating your creative practice like a business.

Whether you're an artist, designer, illustrator, photographer, filmmaker or creative entrepreneur, this episode offers practical advice to help you value your work with confidence and build a career that lasts.

In this episode, we cover:
• The principles of value-based pricing
• Why your price reflects more than your time
• Communicating the value of your creative work
• Building a distinctive creative practice
• Thinking like both an artist and an entrepreneur
• Creating sustainable systems for your business
• Growing Africa's creative ecosystem
• Advice for the next generation of African creatives

(00:00) Finding Your Own Artistic Style
(00:57) Style vs Being a Generalist
(05:17) Building a Recognisable Body of Work
(10:08) Identity and Recurring Themes in Creativity
(14:59) Travel, Culture and Perspective
(19:13) Vulnerability in Creative Work
(24:39) The Business Behind Exhibitions
(29:39) Creating Meaningful Audience Experiences
(34:20) Faith, Resilience and Creative Growth
(39:08) Pricing Your Work and Understanding Value
(44:05) Making Art Accessible to Everyone
(48:55) Planning Creative Projects Like a Business
(53:50) Mentorship and Teaching Creativity
(58:41) Turning Passion into a Sustainable Business
(01:03:39) Challenges of Building a Creative Business in Rwanda
(01:08:21) The Future of Africa's Creative Industry
(01:12:50) Advice to Younger Luladey
(01:17:23) Removing Ego from Creativity
(01:18:38) Rapid-fire Questions
(01:22:09) What's Next for Luladey?
(01:23:08) Outro

Connect with Luladey

📷 Instagram:
Luladey: https://www.instagram.com/lula_tt/By Lula: https://www.instagram.com/byluladey/

🌐 Website:
https://linktr.ee/by.Lula

Connect with Lucreative Africa

🎙️ The Lucreative Africa Podcast:
https://linktr.ee/lucreativeafrica

🌐 Website:
www.lucreativeafrica.com

📷 Instagram:
https://instagram.com/lucreativeafrica

💼 LinkedIn:
https://linkedin.com/company/lucreativeafrica

🎥 YouTube:
https://www.youtube.com/@LucreativeAfrica

If you enjoyed this episode, be sure to follow the Lucreative Africa Podcast, leave a rating and review, and share this conversation with another creative who would benefit from these insights.

In this episode of the Lucreative Africa Podcast, we sit down with artist, curator and creative entrepreneur Luladey to explore what it really takes to build a sustainable creative career.

From embracing the identity of an artist and removing ego from the creative process to diversifying income streams, curating meaningful experiences, and balancing passion with financial sustainability, Luladey shares honest insights from her journey navigating the creative industry.

Together, we discuss why creatives shouldn't wait for the "perfect" opportunity, how to approach your work with intention, the importance of saying no, and why building a successful creative career is about much more than talent alone.

Whether you're an artist, designer, filmmaker, photographer or creative entrepreneur, this conversation is packed with practical lessons to help you build a career that's both meaningful and sustainable.

In this episode, we cover:

• Finding your identity as a creative

• What it means to be a curator

• Building multiple income streams

• Removing ego from your creative work

• Balancing creativity with business

• Financial sustainability for creatives

• The power of intentional storytelling

• Advice for the next generation of African creatives

CHAPTERS:

(00:00) Introduction
(01:39) Meet Luladey
(04:03) Luladey's Background and Creative Journey
(06:06) What Does a Curator Actually Do?
(10:16) Claiming the Identity of an Artist
(11:28) Studying Sociology and Business
(12:12) How Travel Reshaped Her Perspective
(15:36) Identity, Culture and African Storytelling
(17:09) Becoming Intentional About Creative Influences
(19:02) Diversifying Income as a Creative
(20:01) Turning One Skill into Multiple Revenue Streams
(21:35) "Be the Wearable Gallery"
(23:58) Making Art Part of Everyday Life
(25:16) Financing Creative Ideas
(26:52) Balancing Passion and Financial Sustainability
(28:16) Creating for Yourself vs Creating for Others
(29:19) Learning to Say No to Clients
(31:09) Knowing Your Audience
(32:15) Financial Freedom Gives Creatives Better Choices
(33:29) When Should You Compromise?
(34:33) "Do It, but Do It Fully"
(36:33) Building a Sustainable Creative Business
(38:00) Challenging the Starving Artist Mindset
(39:46) What Every Opportunity Can Teach You
(42:08) Advice for Young African Creatives
(43:31) Final Reflections
(44:08) Outro

Connect with Luladey

📷 Instagram:

https://www.instagram.com/lula_tt/

https://www.instagram.com/byluladey/

🌐 Website:https://linktr.ee/by.Lula

Connect with Lucreative Africa

🎙️ The Lucreative Africa Podcast:

https://linktr.ee/lucreativeafrica

🌐 Website:

www.lucreativeafrica.com

📷 Instagram:

https://instagram.com/lucreativeafrica

💼 LinkedIn:

https://linkedin.com/company/lucreativeafrica

🎥 YouTube:

https://www.youtube.com/@LucreativeAfrica

If you enjoyed this episode, don't forget to follow the Lucreative Africa Podcast, leave a rating and review, and share this conversation with another creative who would find it valuable.

📌 S1EP8 is up, and we had Sibane "Siba" Nxumalo as our guest!🎙

On this episode, we discussed Siba's journey into creative leadership and what her role as Chief Creative Officer at TORI Branding has looked like thus far. We also discussed the ups and downs of running creative agencies, dealing with clients, and managing a growing team.

🗒️GUEST BIO:📌Siba is a strategist, and creative entrepreneur based in Kigali. She is the Co‑founder and Chief Creative Officer of TORI Branding where she turns complex brand briefs into honest, people‑first stories for organisations like FIA, FC Bayern Munich, Radisson Blu, and BK Arena and more- helping global and local brands speak in a more human voice.

As an events consultant, Siba has worked across global sports, entertainment, and cultural gatherings - designing guest experiences, leading volunteer teams, curating exhibitions and managing logistics working in events for brands like NBA (BAL), FIFA, Giants of Africa, IRONMAN, Unleash and more.

She’s also the co‑Founder of Yanbu Hub, a learning community equipping young creatives with the skills, mentorship, and community she once searched for herself.

🌐FIND TORI ONLINE VIA: www.createwithtori.com

📷INSTAGRAM:⁠⁠⁠⁠

TORI: https://www.instagram.com/createwithtori_/

Yanbu Hub:https://www.instagram.com/yanbuhub/

LINKEDIN:Sibane's page: https://www.linkedin.com/in/sibane-nxumalo-a64aab152/

TORI: https://www.linkedin.com/company/createwithtori/⁠

#creatives #africa #creativeentrepreneurship #agency #storytelling #kigali #rwanda #creativeagency'

🎙The Lucreative Africa Podcast:⁠⁠⁠⁠⁠https://linktr.ee/lucreativeafrica⁠

YOUTUBE⁠⁠⁠⁠⁠

https://www.youtube.com/@LucreativeAfrica

📌Join us on this journey as we explore business concepts from the creative world and share knowledge that will raise the next generation of successful African creative entrepreneurs.

You sure don't want to miss what we have in store for you!

🌐 Visit our website ⁠⁠⁠⁠⁠⁠www.lucreativeafrica.com⁠⁠⁠⁠⁠⁠ to stay tuned and follow us on our various social media platforms below to stay up to date.

FOLLOW US ON SOCIALS

Instagram: ⁠⁠⁠⁠⁠⁠⁠https://instagram.com/lucreativeafrica⁠⁠⁠⁠⁠⁠⁠

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠https://linkedin.com/company/lucreativeafrica⁠⁠⁠⁠

📌 S1EP7 is up!

🎙On this episode, Kevin discusses his work in curating cultural programs, events, and experiences as a cultural programmer. He also generously gives us a peek into the business world of being a DJ!

🗒️GUEST BIO:📌Kevin Rugamba, creatively known as K’Ru, is a DJ, cultural programmer, and curator of African music and culture, with a deep passion for telling stories and connecting people.

Born in Kenya, he was raised around the African continent and is of Ugandan and Rwandan heritage.He is the founder and creative director of Pineapple Undertones, a music-first creative platform that champions and explores African culture and creativity.

He is also co-founder of Bridging the Gap, a platform connecting creatives across disciplines through networking and curated learning experiences that foster collaboration, knowledge-sharing, and professional growth.

🌐FIND K'RU AND HIS WORK ONLINE VIA:

📷INSTAGRAM:⁠⁠⁠⁠

Personal page: https://www.instagram.com/feelgoodkru/

Pineapple Undertones:⁠ https://www.instagram.com/pineappleundertones/

Bridging the Gap: https://www.instagram.com/btg.africa/

Hashtags

#creatives #africa #creativeentrepreneurship #design #musicindustry #music #business #kigali #rwanda #dj #djing

🎙The Lucreative Africa Podcast:⁠⁠⁠⁠⁠

https://linktr.ee/lucreativeafrica⁠

YOUTUBE⁠⁠⁠⁠⁠

https://www.youtube.com/@LucreativeAfrica

📌Join us on this journey as we explore business concepts from the creative world and share knowledge that will raise the next generation of successful African creative entrepreneurs. You sure don't want to miss what we have in store for you!

🌐 Visit our website ⁠⁠⁠⁠⁠⁠www.lucreativeafrica.com⁠⁠⁠⁠⁠⁠ to stay tuned and follow us on our various social media platforms below to stay up to date.

FOLLOW US ON SOCIALS

Instagram: ⁠⁠⁠⁠⁠⁠⁠https://instagram.com/lucreativeafrica

⁠⁠⁠⁠⁠⁠⁠LinkedIn: ⁠⁠⁠⁠⁠⁠⁠https://linkedin.com/company/lucreativeafrica⁠⁠⁠⁠

📌 S1EP6 is out! For our first episode of 2025, we spoke with Philippe Nyirimihigo.🎙 On this episode, Philippe tells us about his journey co-founding and running a creative agency in Kigali, and shares lessons on hiring, storytelling, branding and the business considerations for those looking to run an agency.

🗒️GUEST BIO:📌Philippe is an accomplished co-founder, communications strategist, and creative leader with over 15 years of experience at the intersection of storytelling, strategic communication, and leadership across Africa. As a co-founder at ILLUME, Ltd, a communications and storytelling agency in Kigali, Rwanda, Philippe has been instrumental in transforming the company into a sustainable pan-African entity.

His work encompasses developing content strategies, managing multi-channel production, and delivering impactful storytelling that resonates with diverse audiences and drives tangible results.

Throughout his career, Philippe has led high-profile projects for major clients, including Mastercard Foundation, Google Africa, FIFA, META, and the Government of Rwanda. His work extends beyond traditional media, curating international exhibitions that highlight African creative talent on global platforms. Philippe’s passion for capacity-building is evident through programs like the African Women Storytellers initiative, supported by ACP-EU and the British Council.

Philippe’s influence is further demonstrated through the creation of significant works, including the photography book ‘This is Rwanda: An Aerial Photography Journey’, and the founding of AfrikBall, a platform promoting basketball culture and storytelling across Africa.

His versatility is reflected in projects ranging from national campaigns like Rwanda Day 2024, Kwita Izina, and Kwibuka30 to capturing influential figures such as President Paul Kagame for Forbes Africa.

With a background that includes education from Stanford Graduate School of Business - (GSB) SEED Africa and coursework in Political Science at McMaster University, Philippe brings a unique blend of creative vision and strategic thinking to his work. His involvement with the World Economic Forum as a Shaper in the Kigali Hub, Africa Communications Week and his connection to the Stanford GSB - SEED Network underscore his commitment to driving positive change and innovation in Africa's creative and business leadership landscape.

Philippe's work continues to shape perceptions, inspire action, and contribute to the positive transformation of the African continent, positioning him as a key figure in narrating Africa's journey towards innovation and sustainable development.🌐FIND PHILIPPE ONLINE VIA:📷INSTAGRAM:⁠⁠⁠⁠ https://www.instagram.com/starp/🌐WEBSITE: https://nyirimihigo.com/Hashtags#creatives #africa #creativeentrepreneurship #design #creativeagency #storytelling #photography #business #agency #kigali #rwanda🎙 The Lucreative Africa Podcast:⁠⁠⁠⁠https://linktr.ee/lucreativeafricaYOUTUBE⁠⁠⁠⁠https://www.youtube.com/@LucreativeAfrica📌Join us on this journey as we explore business concepts from the creative world and share knowledge that will raise the next generation of successful African creative entrepreneurs. You sure don't want to miss what we have in store for you!🌐 Visit our website ⁠⁠⁠⁠⁠www.lucreativeafrica.com⁠⁠⁠⁠⁠ to stay tuned and follow us on our various social media platforms below to stay up to date.FOLLOW US ON SOCIALSInstagram: ⁠⁠⁠⁠⁠⁠https://instagram.com/lucreativeafrica⁠⁠⁠⁠⁠⁠LinkedIn: ⁠⁠⁠⁠⁠⁠https://linkedin.com/company/lucreativeafrica⁠⁠⁠⁠

📌 S1EP5, our final banger for 2024 with Mike Lawson!

YOUTUBE: @LucreativeAfrica

INSTAGRAM

TWITTER

LINKEDIN