Ruto: Creative Economy No Longer a Hobby as Drama Festivals Gain Full State Funding
News Updated: 17 April 2026 20:35 EAT
President William Samoei Ruto at the 64th national drama festival
President William Samoei Ruto has outlined an ambitious plan to transform Kenya’s creative sector into a fully integrated pillar of education and economic growth, positioning arts as a serious career pathway for millions of young people.
Speaking at the Kenya National Drama and Film Festival, the Head of State said creativity has evolved into a major global industry, urging young Kenyans to take advantage of expanding digital opportunities.
“Creativity is no longer just a hobby as it may have been in the past. It’s now one of the fastest growing sectors of the global economy,” Ruto said.
He noted that the global creative economy is already valued at over $250 billion, with projections indicating exponential growth in the coming years.
“Across the world, more than 200 million creators are producing content… many here in Kenya are actively using platforms such as YouTube, TikTok, Instagram and Facebook not only to create and share content, but also to earn a living,” he added.
The President emphasised that the shift demands a reorientation of Kenya’s education system to align with emerging economic realities.
“This is a tremendous opportunity that young people must be prepared to seize. It is not enough to simply recognize it. We must equip ourselves and step forward with confidence,” he said.
Ruto reaffirmed that drama and film are now central to holistic education under the competency-based curriculum.
“As government, we have recognized that drama and film are not merely co-curricular activities. They are integral to holistic development,” he stated.
He said the arts equip learners with essential skills required in the modern world, including communication, collaboration and problem-solving.
“Our commitment to the competence-based education and training system reinforces this vision by recognizing multiple capabilities and nurturing diverse talents,” he said.
In a major policy shift, the President directed that the Kenya National Drama and Film Festival be fully funded under the Ministry of Education.
“This is no longer a co-curricular activity. This has to be mainstreamed into government budgeting,” he declared.
Ruto said the move will ensure predictable funding and sustained growth of the programme across all levels.
“I want now to transition that this becomes a budgetary item in the Ministry of Education to make sure that there is predictable funding,” he said.
The President also announced the rollout of a digital platform to connect young creatives to the market.
“Today we are taking the drama and film festival into the digital era. ‘Summer Play’ is where talent meets opportunity… where creativity is not only showcased but also monetized,” he said.
He revealed that the platform had already been piloted nationally and would be expanded progressively.
“This year we piloted at the national level and the results have been very encouraging. Next year we will roll it out to the regional levels and thereafter to the grassroots,” he noted.
Ruto further highlighted reforms in the music industry aimed at ensuring artists receive fair compensation.
“We have also taken a major step by migrating the collection and distribution of music royalties onto eCitizen… for too long, royalty collection has lacked transparency,” he said.
He cited past inefficiencies where artists received only a small fraction of collected revenue.
“The rightful beneficiaries, the artists, only received 12 percent while the cartels and middlemen took the rest. That is not only unfair, but it is also unjust,” he stated.
The President said the new system would guarantee transparency and accountability in royalty payments.
“It is now possible to know how much money has been collected and how it has been distributed between all stakeholders,” he added.
On legislation, Ruto pointed to the Creative Economy Bill 2026 as a key framework for structuring the sector.
“The Creative Economy Bill will anchor the sector, establish a fund to support creatives and expand access to financing,” he said.
He also announced new opportunities for young filmmakers through national recognition platforms.
“I have directed the Kenya Film Commission to introduce a dedicated category for student films at the Kalasha Awards,” he revealed.
The President reiterated the government’s intention to channel more public advertising resources to creatives.
“We have spoken for long about allocating 30 percent of government advertising to creatives. This year, I expect measurable progress,” he said.
Ruto also called for inclusion of independent creatives who operate outside formal school systems.
“These good people should not be excluded; rather they should be mainstreamed,” he said.
With millions of learners participating in drama and film festivals nationwide, the President said the sector’s scale justifies sustained state investment.
“These festivals are living classrooms of creativity, bringing together some of the most gifted young scriptwriters, performers and storytellers,” he said.
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FELIX MAKONA
FACT FINDER AND DATA DRIVEN JOURNALIST. DATA MINING AT IT'S BEST. GET FACTS RANGING FROM MATTERS DISABILITY AND INCLUSION, POLITICS, ECONOMY, SPORTS AND GENERAL NEWS AROUND THE WORLD