NAIROBI, Kenya — President William Ruto has turned the spotlight on Kenya’s creative industry, urging artists and performers to raise their ambitions and position the country as a global powerhouse in the arts, comparable to its dominance in athletics.
Speaking at State House during the Kenya National Drama Festival State Concert, Ruto said the performances on display reflected a level of talent that could compete internationally, even beyond established film industries.
“Looking at the scripts here and watching the performances, they are world-class—even better than Afrocinema. I think we can take this to the next level,” he said.
He drew a direct comparison between Kenya’s sporting excellence and its potential in the creative space, expressing confidence that the same global success could be replicated in the arts.
“We are a world-beating sports nation in many disciplines. I believe we also have the capacity to be a world-beating artistic nation,” he said.
“With the proper architecture, our men and women — our performers — will go places.”
Ruto used the platform to outline a shift in government policy, announcing that support for the creative sector will now be institutionalised through formal budgetary allocation.
“This now becomes a budgetary item in the Ministry of Education so that there is predictable funding,” he said.
He further proposed a rethinking of public spending priorities, suggesting that advertising resources be partially redirected to support creative development.
“If we are willing to invest in advertising, we must channel resources into drama and music festivals and branding where young people learn and influence one another,” he said, adding that accountability would be strengthened through structured performance contracts and reporting mechanisms.
The President also praised the role of storytelling in shaping national identity, noting that recent cultural showcases had highlighted the depth of Kenya’s creative expression.
“For the past 12 days, we have witnessed an extraordinary display of culture and the limitless potential of our nation. Storytelling has always been at the center of our vibrancy,” he said.
He highlighted the growing role of technology in transforming the sector, particularly among young creatives.
“Today, a new generation is embracing creativity and technology to protect our cultural vitality. More critically, drama is taking on a new and powerful meaning—creativity is no longer a hobby, but one of the fastest-growing sectors of our economy,” Ruto said.
To strengthen the industry further, Ruto said government would seek technical expertise to guide policy development and sector growth.
“We will look for expertise to work with government to ensure that the creative industry receives adequate attention,” he said.
He also revealed plans to attend the upcoming Kalasha International Film and TV Awards, signalling continued government engagement with the creative sector.
“Next month I will join creators at the Kalasha Awards. I am looking forward to that occasion—I cannot wait,” he said.
