Creative Hustling

The first book-length study of Nairobi-based female filmmakers—and how their dogged pursuit of opportunities, innovation, and cultural support is defining an industry.

Nairobi, the capital of Kenya, is home to something extraordinary and unlikely: in this city, the most critically acclaimed filmmakers—both directors and producers—are women. Yet, across the globe, women make up less than 10 percent of film directors. In Creative Hustling, Robin Steedman takes a closer look at these remarkable women filmmakers, viewing them not only as auteurs, but also as entrepreneurs, who are taking the lead in creating a vibrant, and atypical, screen media industry. To understand their achievement, Steedman theorizes hustling as not only a practice born out of necessity but also an inventive labor in its own right—one that can create new spaces of community by carving new entrepreneurial pathways.

Through original empirical field research gathered over eight months in Nairobi, Steedman describes how female filmmakers go about trying to create their films, as well as the challenges they face in distributing those films in their local market. Along the way, she traces the history of the industry over the last fifteen years, the lack of state support for these filmmakers’ undertakings, the low social standing of the profession, and the transnational conflicts that arise when Euro-American funding is at the heart of Kenyan cinema.

Creative Hustling is a major contribution to the task of de-Westernizing media industry studies, imparting important lessons about what it takes to create and distribute creative work in a global age increasingly marked by uncertain work.Introduction: Female Filmmakers at Work in Nairobi 1
1 The Making of an Industry: Filmmaking Across Local and Transnational Space 11
2 Making Transnational Cinema 33
3 Entrepreneurialism and Stylistic Internationalization on Screen 53
4 Circulation and Censorship in Nairobi: On TV and Online 69
5 Watching Film in Nairobi 89
6 Precarity, Entrepreneurialism, and Innovation in Nairobi 105
Conclusion 133
Acknowledgments 141
Notes 143
Bibliography 177
Filmography 199
Index 203“Steedman’s Creative Hustling offers an original and timely view of how the work of female filmmakers is undertaken, promoted and seen in Nairobi. It engages with research across geography, gender studies, mobility and entrepreneurship and brings a refreshing insight into the international film industry from the Global South.” 
—Roberta Comunian, Professor of Creative Economies, Department of Culture, Media and Creative Industries, King’s College London
 
“This engaging book breathes new life into the concept of ‘creative hustling’. Starting from the experiences of women film-makers in Nairobi, Steedman argues creative hustling is what happens when entrepreneurial labor meets conditions of inequality and precarity.”
—Rosalind Gill, Professor of Cultural and Social Analysis, City, University of London
 
“This book conveys a true picture of Kenyan hustler spirit while depicting the intricate challenges facing women in film who have resolved to succeed despite the hurdles.”
­—Rachael Diang'a, Assistant Professor of Film, USIU-Africa; author of African Re-creation of Western Impressions: A Focus on the Kenyan FilmRobin Steedman is a Postdoc in Creative and Cultural Industries in Africa at Copenhagen Business School. Her research and previous publications focus on the creative industries in Africa, particularly on the intersection of gender and class.