President William Ruto has outlined plans to turn Kenya’s vast pool of creative talent into sustainable careers and a source of jobs and income.
The President said the creative economy must occupy a central place in Kenya’s development beyond Vision 2030. He added that the government would strengthen copyright protection and expand digital platforms for creatives.
“Kenya does not lack talent. Our challenge is to discover and develop it,” he said during the State Concert of the 98th Kenya Music Festival at Bungoma State Lodge yesterday.
He added that the winners of the festival would receive Sh5 million and that the government, in partnership with the private sector, would establish a national talent search entity to identify talent and innovation in music, comedy, acting, poetry, film, dance, sport and other fields throughout the year and across the country.
The programme, he said, would be rolled out by the State Department for Youth in collaboration with the Creative Economy Office and support from the Sports Fund. The inaugural theme of the talent search will be “Kenya Beyond 2030”, with the President directing that school creative events also adopt the theme from next year.
Kianda School presents a modern dance during the State Concert hosted by President William Ruto at State Lodge Bungoma.
Photo credit: Anthony Njagi| Nation Media Group
“Let our young people use their creativity to imagine Kenya’s future development,” he said.
Dr Ruto said he would recognise the winners of the National Talent Search at the next Kalasha International Film and TV Awards.
He referred to seven-year-old Adrian Gweth Ombuni, who spoke at the launch of the national conversation two days earlier, saying the boy articulated his vision of a Kenya with safety, good schools, reliable healthcare, clean water and jobs at the core of the message.
“Our young people know the country they want, and they are helping to build it,” he said, addding that the global music industry generated Sh4.1 trillion last year, highlighting the opportunities presented by digital platforms.
“These figures carry a clear message: music is not only culture and entertainment, but it is also commerce, intellectual property, employment and export income,” he said.
First Lady, Rachel Ruto, said she is happy working with children, adding that she enjoyed the Zilizopendwa presentations.
Schools showcased Kenya’s cultural diversity through music, dance and poetry. Performances included folk songs from Tharaka, Somali and Kamba communities.
Vihiga Boys High School thrilled the audience with a pop arrangement popularly known as Zilizopendwa. As the students performed, President Ruto stood, prompting the audience to follow suit. Kenyatta University presented a Luhya folk arrangement titled Mwikulu N'obuyanzi (Heavenly Joy), while Christine Akoth from Ulawe Apate, Siaya, showcased her nyatiti-plucking skills.
Makuyu Boys presents Agikuyu folk singing school during the State Concert hosted by President William Ruto at State Lodge Bungona on August 14, 2026.
Photo credit: Anthony Njagi| Nation Media Group
Special performers from neighbouring Uganda also entertained the audience. The Mbale Senior School Orchestra performed using traditional instruments from the Bagisu community, while Iganga High School presented a Buganda folk dance.
Deputy President Kithure Kindiki said music, the arts and creative activities were now an integral part of the school curriculum.
“Talent in music and humanities is as good as sciences in the realm of knowledge,” he said, noting that the education system had in the past frowned upon talent. “Music will give us the software as a nation to move beyond 2030 and be united as one,” he said.
The event’s national chairman, Prof Frederick Ngala, said 143,000 participants from across Kenya had presented their items. He said the festival required substantial financial resources and called for the creation of a dedicated budget line.
Education Cabinet Secretary Julius Ogamba said capitation for schools for the third term was ready and would be released, while the President urged Parliament to fast-track the Copyright Bill and Creative Economy Bill, which are before the House.
“We committed to move beyond merely celebrating our artistes to ensuring that they are fairly paid,” he said.
Muthetheni Girls High School presents a Kamba Folk Song during State concert of the 98th Kenya National Music Festival at State Lodge Bungona on August 14, 2026.
Photo credit: Anthony Njagi| Nation Media Group
Dr Ruto cited SomaPlay, a Ministry of Education platform that streamed this year’s Kenya Music Festival performances. The platform, he said, would be expanded to include drama, sport, educational material and safe entertainment for children.
“We will expand the platform to include drama, sport, educational material, and safe entertainment for children, while creating new opportunities for Kenyan creatives to earn more income,” he said. The Government has also worked with Meta to open Facebook monetisation to Kenyan creators, the President said.
Dr Ruto also directed the Ministry of Education to begin recognising young scientists and innovators at State House. From next year, winners of the annual Kenya Science and Engineering Fair will have an opportunity to showcase their inventions and ideas at State House.
The President said the digital revolution had dramatically changed the prospects for Kenyan artistes, citing singer, songwriter and producer Njerae as an example of an artiste who began participating in the Kenya Music Festival while in school and has since built a career beyond the school stage.
But Dr Ruto said the creative economy could not thrive on talent alone and that the Government was working to address concerns over copyright, royalties, access to markets, financing and professional development.
Among the measures already undertaken is the introduction of a system through which music royalties are collected and distributed via the e-Citizen platform.
“Royalties are now being collected through e-Citizen, with 70 per cent protected for distribution to artistes and other copyright owners,” he said.
