Ruto Unveils Digital Shift for Creative Economy, Targets 30% GDP Contribution

President William Ruto/ File

President William Ruto has unveiled a plan to transform Kenya’s creative economy into a powerhouse of growth, targeting to raise its contribution to 30 per cent of the country’s GDP with robust digital reforms, policy support and international partnerships.

Speaking during the State Concert of the 97th Kenya Music Festival at Sagana State Lodge on Saturday, the President underscored that the arts and entertainment sector currently contributes only 5 per cent of GDP and 0.25 per cent of total wage employment, a gap he said his administration is determined to close.

“This means we are only scratching the surface,” Ruto noted.

“With the right investment and policy support, this contribution can rise up to 30 per cent, at the very least.”

Ruto highlighted a series of reforms already underway to boost opportunities for young creatives.

President William Ruto at the 97th Kenya Music Festival State Concert, Sagana State Lodge on August 16, 2025/PCS

Central among them is the launch of a new digital platform on e-Citizen that allows students, parents, and fans to instantly access music and drama festival performances for less than Sh250, down from the previous Sh1,000 DVD system.

Ruto described the shift as a leap forward that will not only make performances accessible but also mark the first step towards building Kenya’s own Netflix for local productions.

The platform is expected to expand visibility for the Kenya Music Festival and Kenya National Drama and Film Festival, opening new markets for learners’ and artists.

“This platform will allow learners to upload their performances, showcase their talents and earn from their creativity. It will also make it possible for their work to be accessed locally and internationally,” Ruto said.

Beyond digital distribution, the President reaffirmed government measures to address long-standing frustrations over royalties.

He directed the Kenya Copyright Board to fully implement a digital royalty’s system via e-Citizen and enforce the requirement that 70 per cent of royalties go directly to artists.

“We cannot postpone action on something that directly benefits the very people whose music we celebrate. The time to act is now, and this matter must be concluded this year,” he said.

Ruto also pointed to the Blank Tape Levy, which has already raised more than Sh100 million, directing that the funds be fairly distributed to creatives, with artists guaranteed a minimum of 70 per cent of proceeds.

In addition, the President noted Kenya’s growing recognition on global platforms.

He revealed plans to meet major technology firms during his upcoming visit to New York for the UN General Assembly, with discussions aimed at integrating M-PESA payments into Facebook’s payout system and enabling Kenyan businesses to purchase YouTube adverts via mobile money.

The President also hinted at big-ticket cultural milestones, including talks with the Recording Academy (Grammys) to set up world-class studios in Nairobi and eventually host an African edition of the Grammys at the planned Talanta Stadium.