President William Ruto has announced that 30 per cent of government advertising will be directed to creative platforms as part of efforts to expand investment in Kenya’s creative economy.
Speaking on Saturday evening during the 14th Kalasha International Film and TV Market Festival and Awards at the Kenyatta International Convention Centre in Nairobi, the president said the new advertising policy would help support young creatives, particularly those in the film sector.
“I can confirm that the government has the resources to support and partner with creatives who tell our stories,” Ruto said.
The president became the first Kenyan Head of State to attend the Kalasha Awards, which honour and celebrate film and television creatives from Kenya, East Africa and Central Africa.
He said the government was keen to position the creative sector as a major driver of jobs, enterprise and global visibility for Kenyan talent.
The event was attended by Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvurya, Youth Affairs and Creative Economy Principal Secretary Fikirini Jacobs, and Head of Presidential Special Projects and Creative Economy Coordination Dennis Itumbi, among other leaders.
Ruto commended the Kenya Film Commission for organizing the festival, which brings together more than 3,000 delegates, 100 exhibitors and participants from over 30 countries.
He challenged the commission to consider rotating the awards across counties, saying such a move would broaden access and deepen appreciation of the creative industry beyond Nairobi. He also said State House would bid to host next year’s ceremony.
The president further announced that he had directed the National Treasury to explore incentives that would attract international producers to shoot films and other content in Kenya.
He said Kenya must become more deliberate in marketing itself as a destination for global content production, adding that film, music and storytelling had become serious economic opportunities.
Ruto also disclosed that he will meet Panos Panay, the president of the Recording Academy, which organizes the Grammy Awards, later this month.
“In that meeting, I will not just be pushing for the African Grammys to come to Nairobi. I will also be advocating a bold, structured pathway that connects our creative products to global commerce,” he said.
He urged parliament to fast-track the Creative Economy Bill, 2026, and strengthen copyright protections to ensure Kenyan artistes are not only celebrated but also protected and adequately funded.
As part of infrastructure support for the sector, Ruto directed that future affordable housing developments should include fully equipped audio-visual studios to create spaces for young people to produce and monetize creative content.
“Tonight is a declaration that Kenya is not waiting for the future of global storytelling; we are shaping it. Roll the cameras. Tell the stories. Shape the future. Congratulations to the winners,” he said.
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