President William Ruto has unveiled a raft of reforms and investments aimed at transforming Kenya’s creative and cultural industries into a major pillar of the economy.
Speaking during the State Concert of the 97th Kenya Music Festival at Sagana State Lodge, the President praised students, teachers, and artists for their performances, describing the festival as a celebration of Kenya’s “extraordinary talent, creativity, and cultural expression.”
“We are committed to making the creative industry a major source of jobs and income. Our creators are now monetising content online and government agencies have been directed to advertise online to boost their earnings.
Unlocking the Creative Economy
The President said the arts and entertainment sector, which currently contributes only 5pc of GDP and 0.25pc of wage employment, has the potential to grow to 30pc of GDP with the right policy support.
“These performances are not just a showcase of artistry; they are powerful tools for education, unity, and national development. The arts are also vital pillars of job creation for our youth,” Ruto said.
Ruto noted that the government was enforcing the 70 pc royalty rule, modernising our laws to unlock grants, attract film productions, and protect intellectual property.
Similarly he noted that through the Blank Tape Levy, over Ksh100 million has already been collected to directly benefit artistes.
“We have also launched a digital platform on e-Citizen for school drama and music festival performances, giving students and parents instant access for less than Ksh250. ” He remarked.
Adding that: “Previously, they accessed on DVDs at Ksh1,000.”
Other policies and initiatives that the government has rolled to support the creative economy, including:
Successful negotiations with Facebook to allow Kenyan creators to earn directly from their content.
Additionally, there are plans to integrate M-PESA into Facebook’s payment system and enable Google ads purchases via M-PESA, making payouts easier for creators and MSMEs.
There are also ongoing partnerships with YouTube and X (formerly Twitter) to expand content monetisation.
A directive for Ministries and State agencies to prioritise digital advertising, boosting online content earnings.
He welcomed the latest court decision upholding the direct payment of Skiza earnings to musicians, cutting out middlemen as the law requires challenging network providers to review their revenue splits and give a fairer share to the artists whose talent drives their platforms’ success.
Grammy Link and Global Partnerships
Ruto revealed that next month, during the UN General Assembly in New York, he will meet global technology and creative industry leaders.
Among the key engagements is the Recording Academy (organisers of the Grammys), with plans to establish world-class studios in Kenya and potentially host an African edition of the Grammys in Nairobi.
“The Grammy team has already expressed interest in anchoring their presence at the new Talanta Stadium,” he said, directing the Ministry of Youth and Creative Economy to expedite preparations.
Ruto called on Parliament to fast-track the passage of the Creative Economy Support Bill, 2024, and the Culture Bill, 2024, which will unlock grants, tax incentives, credit guarantees, and better protection of intellectual property for creatives.
