Willis Raburu calls out brands for exploiting creatives and delaying payments
By Paulette Mboga, August 28, 2025Media personality Willis Raburu has issued a strong statement condemning the exploitation of creatives by brands and corporate entities in Kenya.
Taking to his Instagram on Thursday, August 28, 2025, Raburu expressed concern that creatives are too often treated as expendable, with their work undervalued and payments delayed or denied altogether.
According to him, when a creative is engaged, it should never be considered a favour but rather a legitimate business transaction that comes with obligations. He emphasised that failing to pay creatives on time is not only unfair but also a direct attack on the dignity of the industry.
“To delay or deny rightful payment is not only unjust; it is a direct assault on the dignity of the creative economy,” Raburu wrote.
Raburu went on to describe the creative sector as a vital ecosystem that fuels employment and sustains countless livelihoods. He explained that every production, campaign, or event involves not just artists, but an entire network of professionals — from designers and videographers to caterers, transporters, and technicians.
By disrespecting or underpaying one creative, an entire chain of people and their families is destabilised.
He urged both brands and agencies to recognise that creatives are not “side shows” but critical contributors to Kenya’s cultural and economic development. Their work, he said, is not just entertainment but intellectual labour and innovation that drives markets, shapes conversations, and influences society at large.
Raburu stressed that respect, honour, and fairness must be at the heart of how corporates and creatives interact, warning that neglecting this only strangles the industry’s potential.
Respect
Raburu acknowledged and thanked brands that have consistently honoured creatives and respected their work. He described respect as a two-way street, noting that while many companies are setting the right example, some continue to engage in exploitative practices.
“To the few who still refuse to engage with integrity, time remains the only bearer of truth,” he added, signalling that such practices will eventually catch up with those who fail to change.
Raburu’s message struck a chord with many in the industry, as conversations around fair treatment, delayed payments, and the undervaluing of creative labour remain a pressing issue in Kenya.