Inside Ruto’s plan to boost creative economy

Kenya has forged partnerships with YouTube, X.com (formerly Twitter), and Facebook, to facilitate the monetization of content. President William Ruto says that these platforms have agreed to actively promote revenue generation from content produced by the country’s youth. This initiative aims to tap into the immense potential of gifted Kenyans and nurture a thriving creative economy.

President Ruto emphasized the government’s commitment to cultivating a robust creative sector,
declaring that the sector is in the country’s priority list. “The establishment of a robust creative economy is our priority,” he declared acknowledging that transforming talents into sustainable livelihoods necessitates a strong commercial understanding.

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Speaking during the 95^th Kenya Music Festival Winners’ State Concert held at State House in Nakuru County, he lauded the exceptional performances of participants and expressed his determination to
elevate the creative industry, providing the youth with avenues to effectively leverage their talents. The event was graced by esteemed figures including First Lady Rachel Ruto, Deputy President Rigathi Gachagua, Cabinet Secretaries, Nakuru Governor Susan Kihika, and several Members of Parliament.

The President unveiled plans to rebrand the Permanent Presidential Music Commission as the Creative Commission of Kenya. This revitalized entity is set to bolster the creative industry and will feature professional studios in each county, ensuring opportunities for every artist. Addressing the future trajectory, President Ruto mandated the Kenya Institute of Curriculum Development (KICD) to digitize all performances within a month and establish a monetized YouTube channel. He expressed his belief in the potential to establish a society where artists, songwriters, choreographers, instrumentalists, and vocalists can earn a respectable livelihood from their artistic endeavors.

Highlighting the government’s commitment to nurturing talent at the grassroots level, Ruto outlined plans to recognize and promote exceptional teachers who contribute significantly to the artistic training of students in schools. He also announced the provision of scholarships to students who excel in the creative arts, further encouraging the flourishing of young talent across the nation. This innovative move underscores Kenya’s determination to harness its creative potential and empower its youth.