We were lucky to catch up with Christina Kenney recently and have shared our conversation below.

Christina, appreciate you joining us today. Some of the most interesting parts of our journey emerge from areas where we believe something that most people in our industry do not – do you have something like that?

If you took a moment to imagine an Economic Development meeting, I am sure a very specific image and energy comes to mind *side-eye*. The majority of the time, I am the only creative in the room, and I have to advocate the importance of creativity in my field. Some belief systems I have been met with:
1) Creativity is only for artists and designers.
2) Economic development is purely a numbers game.
3) Creativity and business don’t mix.
4) Creative projects are too risky for economic development.
5) Creativity is a luxury, not a necessity.

I have come to understand that my colleagues fail to understand the impact of the creator economy and its impact on the world economy. Creativity is one the most sought-after skills across every. Single. Industry. Everyone needs a creative in some capacity:
1) It is not just for the artist and the designers. Creativity applies to all sectors, not just the arts. In economic development, it drives innovation in solving complex problems, designing new business models, and fostering community engagement.
2) Metrics speak to aspects of Economic Development, not all of them. While metrics like job creation and GDP growth are critical, creativity adds value by fostering sustainable and inclusive growth. Creative strategies can address systemic inequities and improve quality of life.
3) Creativity and business dap each other up daily. Creativity fuels entrepreneurship and innovation. Businesses that leverage creative thinking can develop unique solutions, attract talent, and adapt to changing markets more effectively.
4) Nothing is assured, everything is a risk. While creative initiatives involve some risk, they often yield high returns by attracting investments, enhancing tourism, and revitalizing communities.
5) No matter what business you are in, you have to market. In a rapidly changing global economy, creativity is essential for staying competitive. It enables communities and businesses to adapt and innovate in response to challenges like automation, globalization, and climate change.

Creativity is not a secondary consideration but a central driver of resilient and dynamic economic development. It bridges innovation and inclusion, offering unique opportunities to address challenges and unlock new potential.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Christina Kenney. A 4th-generation resident of Richmond, CA. I NEVER imagined the career I have – I am a master storyteller and energy curator. In professional terms, I created my niche, Creative Economic Development, I know you are wondering how I got here…

In 2020, I created Empower Souls Studios (ESS). ESS was originally designed to become a virtual academy to teach brand development to entrepreneurs and enterprises. I curated my curriculum as well – Brand Therapy. Brand Therapy is the brainchild of brand development, behavioral psychology, and neuroscience (things I had no clue about until I created the curriculum). I spent over a year deep-diving into these studies to figure out how to make branding “plain” for entrepreneurs. Entrepreneurs do enough, and I didn’t want to be burdensome to an already full plate. Ready to bring Brand Therapy to the world, I did some market research and confirmed something I already expected.

Entrepreneurs were “schooled out.” They were overwhelmed with incomplete classes, courses, and guides they had purchased throughout the pandemic. No one wanted to buy “another course.” I couldn’t blame them. Instead, I pivoted. I partnered with entrepreneurial resource centers like the SBA, Richmond Community Foundation, Inclusivity Project, CoBiz Richmond, and Renaissance Entrepreneurship Center. These organizations provided entrepreneurial support free of charge to the students (business owners). Why? I noticed EVERYONE had an incubator, and no one had a Brand Strategist. I eventually monopolized the Bay Area, CA as an instructor.

Over the next 4 years, ESS received all kinds of opportunities to teach & restructure into a B2B business by helping the same organizations that offered our classes. We began rebranding + consulting every organization. A common thread emerged in my mind in 2024 – every organization supported Economic Development. However, none of the entities (including the City of Richmond) had Creatives leading campaign initiatives, sitting in marketing seats, or curating content that connects. It is a common thread throughout the Bay Area. Most, if not the majority, of these entities were led by an old guard who would not and could not serve creatively.

2024 was THE innovative year for Empower Souls Studios. I shifted again and created my niche: Creative Economic Development – the intersectionality of creator economy and local economic development. ESS became a B2B + B2G organization that provides inclusive initiatives (from ideation to execution) that drive empowerment in underserved communities while strengthening the capacity of public agencies to achieve their economic recovery goals. Essentially, it is capacity building. We expanded our clientele, pursued our first government RFP (and won), and I was unanimously voted in as the Chair of the Economic Development Commission for the City of Richmond. I think I am most proud of our intentional effort to subcontract local creative talent to support economic development efforts. We became a bridge to the budding talent that they didn’t know existed. Now, I am looking forward to seeing how we take off in 2025.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Being Worthy.

Imposter syndrome comes up for me since I am generally the youngest in the room. The only creative in the room. A Black Woman in a White male-dominated space. I often have to reset, reframe, and affirm that I am worthy of being in those spaces. I earned being in those spaces. I deserve to be in those spaces. It’s that simple.

What’s been the most effective strategy for growing your clientele?

I stopped looking at my business as a service but as an answer to inclusivity in fields that exclude creativity. I had taken issue with the lack of intention and collaboration between creatives, public entities, and nonprofits who focus on Economic Development. Instead of complaining about it forever, as I did for a while, I started to position my company as an answer.
– The RFP process is hard for creatives. I am lending my voice to help the city streamline its process.
– I do not see enough creatives. I began subtracting local talent from my contracts – instead of doing everything myself.
– Archaic community events. I went into partnership with another multigenerational resident and small business, Bashworthy Events.

My business shows up everywhere in Richmond, CA, as a Creative Economic Development Agency and our work is reaching places we didn’t even expect. Show up!

Contact Info:

• Instagram: @empowers.souls
• Linkedin: https://www.linkedin.com/in/christinakenney