Valerie Keter is a visionary film producer based in Kenya and the CEO of Filmset Africa, a production company dedicated to telling authentic African stories. Valerie holds a first degree in Design from the University of Kenya and a Master’s degree in Communication from the United States International University Africa (USIU-A).
In an exclusive interview with Just4WomenAfrica, Valerie opened up about her journey, challenges, and mission to reshape the narrative of Africa through film.
When asked what inspired her to start Filmset Africa, Valerie said, “It has always been a dream to tell African stories.” Currently, she’s focused on creating documentaries that delve into African history and heritage. Her goal is to contribute to preserving the continent’s rich past through storytelling.
Documentary filmmaking in Africa is growing steadily, with the global documentary film market expected to reach $8.5 billion by 2026, according to MarketWatch. Valerie’s move into this space is both timely and impactful.
Valerie admits that starting her business came with several unexpected challenges. “There were a lot of things I didn’t know,” she said. “For example, I had no idea about the licenses I needed to operate or the tax obligations in Kenya.”
She explained that most small production houses fall into the same trap—by the time you hire an accountant to organize your books, you’ve already broken some rules and may be fined. In Kenya, new businesses must comply with monthly tax filings under the Kenya Revenue Authority (KRA), which can be overwhelming without proper guidance.
Another major challenge Valerie faces is delayed payments. Many clients have a 90-day payment policy, but often, payments don’t arrive even after the waiting period. “I’ve learned to operate four months in advance,” she said. “Without timely payments, authors, crew members, and production teams can’t be paid, and that affects everything.”
Unlike many production houses in East Africa that focus on commercial and entertainment content, Filmset Africa has carved a niche in storytelling rooted in Africa’s history and identity. “We are focused on preserving the history of the African continent,” she said. “Even though society today is about the now, we look to the past to inform the future.”
On how she finds stories for social media and film, Valerie said she immerses herself in African books, documentaries, and historical videos. Inspired by shows on National Geographic and the Discovery Channel growing up, she often picks a date—say, 1880—and researches what was happening in Africa at that time.
“I love documentaries because doing research and talking to people comes naturally to me,” she shared. “It’s fun going out there to hear real perspectives.”
Unlike traditional companies, Filmset Africa doesn’t rely on a full-time staff model. Instead, Valerie works with collaborators across the industry. “It’s based on the relationships you build over the years,” she explained. “Sometimes it’s as simple as calling someone and asking if they know a producer familiar with a particular subject.”
This flexible model is common in Kenya’s creative sector, where over 80% of media professionals work as freelancers or collaborators.
When asked about being a woman in what is often considered a male-dominated industry, Valerie offered a refreshing perspective. “I’m not sure film production in Kenya is male-dominated. There are many strong women in the industry to look up to, and that is very inspiring.”
Kenya’s creative sector has seen a steady rise in women leadership, with 30% of production companies now led or co-led by women—a promising trend that Valerie is proud to be part of.
Valerie believes that media companies like hers play a crucial role in shaping public perception. “If you’re advising a client on a documentary, film, or commercial, the message matters,” she explained. “For example, in a body oil commercial, the choice of models—skin tone, hair texture—can influence how people see beauty in society.”
She advocates for diversity and accurate representation, stressing that inclusivity in media must be intentional and reflective of real African beauty.
To young women aspiring to break into the film or advertising world, Valerie’s message is clear: “Follow your dream and go all out for it. Don’t let feelings of inadequacy hold you back. Find networks and creatives to learn from. There’s space for your voice.”
For the future, Valerie envisions Filmset Africa producing major African films that will be recognized worldwide. With platforms like Netflix, Showmax, and YouTube increasing their African content, the opportunity to tell African stories on a global scale has never been greater.
Valerie Keter is not just a film producer; she is a cultural preservationist using the power of storytelling to honor Africa’s legacy. Through Filmset Africa, she is paving the way for the next generation of African filmmakers to tell stories that matter—not just for entertainment, but for history.
