Ruto Pledges Ksh10 Million Support for Kenyan Content Creators
William Ruto has announced a Ksh10 million funding opportunity for Kenyan content creators as part of the government’s efforts to grow the country’s creative economy and support young talents in film, digital content creation, and music production.
The President made the announcement on Saturday, May 2, while speaking during the 14th edition of the Kalasha International Film and TV Market Festival and Awards held at the Kenyatta International Convention Centre.
The event brought together thousands of delegates, filmmakers, actors, producers, digital creators, exhibitors, and international representatives from different countries across the world.
During his address, Ruto revealed that the government was ready to directly support creatives producing content that focuses on important national development programs.
He specifically mentioned affordable housing and healthcare as two key sectors where he wants filmmakers and content creators to help educate and inform Kenyans through storytelling and creative productions.
According to the Head of State, creators who choose to develop films, documentaries, television productions, or digital content around affordable housing projects and health-related topics will have a chance to benefit from the Ksh10 million support package.
Ruto said he had already instructed officials from the Kenya Film Commission to include the two categories in future creative funding and award programs.
“I am making an offer. Those who want to pursue film and art in this space of affordable housing, I am asking my friends from the Kenya Film Commission to include those categories.
I am going to make an offer of Ksh10 million each in affordable housing and in health,” Ruto stated during the event.
The President further explained that his passion for improving healthcare and ensuring every Kenyan has access to decent housing inspired the initiative.
He noted that the government sees the creative industry as an important partner in communicating national goals and creating awareness among citizens.
“You know there are things I am very passionate about. I am passionate about housing, I am passionate about health, and especially giving opportunity to every Kenyan,” the President added.
The Kalasha International Film and TV Market Festival and Awards, often referred to by many as the “Kenyan Oscars,” was established in 2009 by the Kenya Film Commission to celebrate and recognize excellence in Kenya’s growing film and television industry.
Over the years, the awards have become one of the biggest entertainment and creative events in East Africa, attracting both local and international players in the industry.
Apart from the Ksh10 million pledge, President Ruto also announced several new measures aimed at strengthening Kenya’s creative sector and opening up more opportunities for young people.
One of the major directives announced during the ceremony was that 30 percent of all government advertising would now be directed through creative and digital platforms.
According to Ruto, the move is intended to increase investment in the sector while supporting local creators, filmmakers, musicians, influencers, and online storytellers who rely on digital spaces to reach audiences.
The President emphasized that the government is committed to working closely with creatives and ensuring they are properly supported financially and professionally.
“I can confirm that the government has the resources to support and partner with creatives who tell our stories,” he told the audience during the event, which attracted more than 3,000 delegates, over 100 exhibitors, and representatives from more than 30 countries.
Ruto also disclosed that Kenya is planning to position itself as a major destination for international film production. To achieve this, he directed the National Treasury to look into possible tax incentives that would encourage global filmmakers and production companies to choose Kenya as a filming location.
The government believes that attracting international productions could create jobs for local actors, editors, camera operators, scriptwriters, sound engineers, and many other professionals working in the creative industry.
At the same time, Parliament has been urged to fast-track the proposed Creative Economy Bill 2026. The bill is expected to strengthen copyright protection laws and ensure that artists, filmmakers, musicians, photographers, and other creatives are protected from exploitation and content theft.
The President noted that proper laws are necessary to guarantee that creatives not only receive funding opportunities but also enjoy full ownership and protection of their work.
In another major announcement, Ruto directed that all future affordable housing projects across the country should include dedicated creative spaces.
These spaces are expected to feature modern audio-visual studios and production facilities that content creators can use for recording, filming, editing, and storytelling.
The move is expected to benefit thousands of young creatives who often struggle to access professional production equipment and affordable studio spaces.
Meanwhile, Kenya’s creative industry is also set to receive international attention later this month following the planned visit of Panos Panay, the President of the Recording Academy, the organization behind the globally recognized Grammy Awards.
According to an official statement released on Wednesday, April 29, Panay is expected to visit Nairobi from May 26 to May 29 for high-level discussions with President Ruto and other Kenyan leaders.
The visit is part of ongoing efforts aimed at strengthening cultural and creative partnerships between Kenya and the United States. The program is also being supported by the United States Department of State through its Arts Envoy Program.
The upcoming visit is expected to open more opportunities for Kenyan artists, musicians, filmmakers, and content creators seeking international exposure and collaboration in the global entertainment industry.
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