Ruto sets up Creative Economy Office at State House to drive industry growth

President William Ruto pose for a photo with creatives during the Kalasha Awards at KICC, May 2, 2026/PCS

President William Ruto has unveiled a new Creative Economy Office at State House, signalling a fresh push to position Kenya as a continental leader in the creative sector.

Speaking during the 14th edition of the Kalasha TV, Film Market and Awards held at the Kenyatta International Convention Centre on Saturday, the Head of State said the move is part of a broader strategy to unlock opportunities for creatives and expand the country’s economic base.

“The creative economy lies at the heart of our transformation agenda, empowering our youth by unlocking talent, expanding opportunity, and driving inclusive growth,” Ruto said.

He noted that the government had already laid the groundwork through institutional reforms, including the creation of a State Department for the Creative Economy. The newly established office at State House is expected to deepen coordination and fast-track growth in the sector.

“To deepen this commitment, I have created a Creative Economy Office at State House. Soon, we will appoint key officials, including the Director of Gaming, Secretary for Film Services, and Head of Music and Fashion,” he said.

The Kalasha Awards, organised annually to recognise excellence in Kenya’s film and television industry, brought together leading filmmakers, actors and content creators. The event serves as a key platform for showcasing local talent and fostering industry growth.

Ruto used the occasion to outline policy and financial interventions aimed at boosting the sector. He announced plans to direct a significant share of government advertising towards creative platforms to support content creators.

“As we scale up investment in the sector, we are moving towards directing 30 per cent of Government advertising to creative platforms,” he said, urging stakeholders to take advantage of the opportunity.

“I want you to listen to this very carefully, because that's what it is. I don't want you to miss that opportunity,” he added.

The President also revealed that Kenya has secured access to global digital monetisation systems, opening new revenue streams for creatives.

“We made a deliberate push to secure Kenya's place on global monetisation platforms, and we have succeeded. Today, Kenya is among the select few countries in Africa with access to meta-monetisation, opening new frontiers of opportunity for our creators,” he said.

However, he emphasised that this was only the beginning, calling for expanded investment and stronger partnerships between government and industry players.

“I can confirm that the government has the resources and has the support for you, and will partner with creatives to tell our story,” he said.

Ruto encouraged content creators to focus on authentic storytelling rooted in everyday Kenyan experiences, noting the growing influence of digital narratives in shaping public discourse.

“We will stand with you, invest alongside you, and help amplify these stories through powerful, authentic storytelling grounded in our lived realities,” he said.

He further challenged the industry to move beyond participation in global markets to ownership and influence.

“Nations that lead in the creative economy do not merely participate in global value chains. They critically shape them. They invest, they own, and they define the narratives that travel the world,” he said.

The President also called on Parliament to expedite legislative support for the sector.

“As we do so, I urge Parliament to fast-track the Creative Economy Bill 2026, and strengthen copyright laws so that our artists are not only celebrated, but also safeguarded and funded,” he said.

He congratulated winners at the ceremony and disclosed that State House would bid to host the awards next year, signalling increased state involvement in promoting the creative industry.