President William Ruto has announced a new directive aimed at transforming Kenya’s creative economy.
Ruto revealed that all future affordable housing projects will be equipped with fully fledged audio-visual studios.
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 move is part of a broader strategy to embed the creative industry within national development planning.
“To ensure that we have structured infrastructure to support the creative economy, I have directed that all future affordable housing development must integrate a creative ecosystem in the form of a fully equipped audio-visual studio,” Ruto said.
He emphasised that affordable housing should be understood beyond physical structures, arguing that development must reflect the social and economic needs of citizens.
“Just so that you know, affordable housing is not about walls, it is not about houses, it is about people, and it goes beyond four walls and a roof. It is about where you go to eat, where you go to the hospital, where the police station is, and where the school is. It must also include art and the creative economy,” he said.
The President also announced a new policy requiring that 30 per cent of all government advertising expenditure be directed towards creative platforms, a move he said would significantly boost Kenya’s film and entertainment industry.
The announcement was made in the presence of senior government officials, including Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvurya, Principal Secretary for Youth Affairs and Creative Economy Fikirini Jacobs, and Head of Presidential Special Projects and Creative Economy Coordination Dennis Itumbi.
“I can confirm that the government has the resources to support and partner with creatives who tell our stories,” Ruto said, underscoring his administration’s commitment to nurturing local talent.
The Kalasha Awards, organised by the Kenya Film Commission, celebrate excellence in film and television across East and Central Africa.
The festival brings together more than 3,000 delegates, 100 exhibitors, and participants from over 30 countries annually, making it one of the region’s most significant creative industry gatherings.
Ruto commended the organisers for their efforts and proposed decentralising future editions of the awards to various counties to broaden participation and exposure. He further revealed that the State House would be bidding to host next year’s ceremony.
The President also directed the National Treasury to explore incentive mechanisms to attract international film producers to shoot content in Kenya, a move expected to position the country as a competitive global filming destination.
In addition, he called on Parliament to fast-track the Creative Economy Bill 2026 and strengthen copyright protection laws to ensure that Kenyan artists are not only celebrated but also properly protected and financially empowered.
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