President William Ruto made a landmark appearance at the 14th Kalasha International Film and TV Market Festival and Awards in Nairobi on Saturday night, pledging a major policy shift to boost Kenya’s creative economy.
Speaking at the event held at the Kenyatta International Convention Centre, President Ruto announced that 30 per cent of government advertising will now be directed to creative platforms, in a move aimed at injecting resources into the country’s fast-growing film and content sector.
In what marked the first time a sitting Kenyan Head of State attended the awards, the President said the policy is designed to scale up investment in local talent, particularly among young people driving the film industry.
“I can confirm that the government has the resources to support and partner with creatives who tell our stories,” he said.
The ceremony brought together key industry players and government officials, including Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvurya, Principal Secretary Fikirini Jacobs, and Head of Presidential Special Projects Dennis Itumbi.
The Kalasha International Film and TV Market Festival and Awards continues to position Kenya as a regional hub for film and television, drawing over 3,000 delegates, 100 exhibitors and participants from more than 30 countries across East and Central Africa.
President Ruto challenged organisers, led by the Kenya Film Commission, to decentralise the awards by taking them to counties, even as he revealed that State House will bid to host next year’s edition.
In a further push to attract global productions, the President said he has directed the National Treasury to develop incentives for international filmmakers to shoot in Kenya.
He also disclosed plans to meet Panos Panay, president of the Recording Academy, in a bid to position Kenya within the global creative space.
“In that meeting, I will not just push for the African Grammys to come to Nairobi, but also for a structured pathway that links our creative products to global commerce,” he said.
Ruto further called on Parliament to fast-track the Creative Economy Bill 2026 and strengthen copyright protections to ensure artists are not only recognised but also financially safeguarded.
To anchor long-term growth, he directed that all future affordable housing projects incorporate fully equipped audio-visual studios, embedding creative infrastructure within community developments.
“Kenya is not waiting for the future of global storytelling; we are shaping it,” the President said, rallying creatives to seize emerging opportunities.
