The County Government of Nakuru is implementing a raft of policies and programs to support the creative and cultural industry including strengthening compliance to copyright laws towards protecting intellectual property and ensuring fair compensation for artists.
While pledging increased investments in the sector, City Manager Gitau Thabanja called for more support from private organizations to help promote the growth of the creative economy stating that the devolved unit was championing the passing of legislative policies that will favor players in the arts industry.
The Manager affirmed that Governor Susan Kihika’s administration recognizes the immense value of the arts and was committed to oversee the creative industry’s continued growth and development adding that the fifth pillar of the Bottom-Up Economic Transformation Agenda (BETA), emphasizes the transformation of the creative sector into a sustainable industry supporting decent livelihoods.
Speaking when he inaugurated a Creative’s Artisans Market, at the Nakuru Central Business District, the City Manager indicated that through continued investment in talent development, the devolved unit’s administration was working to create an enabling environment where artists across all disciplines can thrive.
He said the County government will continue to champion policies, infrastructure development, and strategic partnerships that uplift creatives, celebrate cultural diversity, and position the arts at the heart of the nation’s progress.
The Creative’s Artisans Market, he explained, was designed to provide local artisans, artists, designers and entrepreneurs with a dedicated platform to showcase, market and sell their products.
The manager elaborated that the initiative formed part of Governor Kihika’s commitment to promoting the creative economy, creating employment opportunities and strengthening local enterprises through innovation and culture.
He urged residents to embrace locally made products, saying that supporting local artisans contributes to job creation, economic growth and the development of Nakuru as a vibrant UNESCO Creative City.
Beyond providing a marketplace, he explained, the Creative’s Artisans Market seeks to preserve local culture, promote tourism, encourage entrepreneurship and create networking opportunities for the creative community, while contributing to the growth of Nakuru’s creative economy.
The launch, implemented in partnership with Woolmatt, Kenya Red Cross, Hela Sabili, Nairobi Women’s Hospital and Nakuru College, brought together artisans, fashion designers, jewelers, visual artists, business owners, students, county stakeholders and members of the public.
Thabanja said time had come for creatives to make a meaningful life out of their art noting that the State had put in place strategies that will open opportunities for all creatives and save their Intellectual Property from exploitation.
The Economy Survey 2026 revealed that the arts, recreation and entertainment industry accounts for five percent of the Gross Domestic Product (GDP) and 0.25 percent of total wage employment. It was also identified as a contributor to a happier and healthier lifestyle.
“Kenya with a burgeoning youthful population is targeting the creative and digital economy for job creation and employment,” Thambanja added.
While calling on Kenyans to reflect on the power of the arts to unite, inspire, and drive change, Mr Thabanja called upon all stakeholders, government agencies, private sector partners, development organizations, and the wider community, to continue investing in and supporting the creative sector as this will create more platforms, open additional opportunities, and amplify more voices.
He hailed the Kenya Cultural Centre for its dedication in promoting artistic excellence adding that the organization has been instrumental in supporting the growth of the creative and cultural industry in Kenya, and thereby helping to establish the country as a stronghold for artistic and cultural expression.
The City Manager noted that by supporting the creative industry the county government was playing a key role in fostering creative thinking and addressing high unemployment rate.
He pointed out that the devolved unit’s administration has identified the creative economy as one of the fastest growing sectors not only as a source of employment but also as an enabler of national cohesion and innovation.
“This is really great news for the creatives that we are working on a comprehensive legal framework to manage this space. We should be able to monetize that space. Actually, creatives’ talent should be their source of livelihood. They should make good money and live well doing what they are doing,” Mr Thabanja said.
The City Manager added that they had banked on programs to enhance the development of the creative economy using the digital platforms and by extension enhance its development.
According to the Communication Authority of Kenya (CA), there are over 130 Free-to-air (FTA) television stations and close to 200 radio stations. The Kenyan creative industry is estimated to have recorded over $2 billion in total sales and is projected to grow annually at 10.3 percent.
Mr Thabanja indicated that art provides a platform for people to express themselves, a situation that enables individuals to stand up for their beliefs and communicate their unique thoughts and needs.
He said Art nurtures creativity, innovation, and celebrates cultural diversity adding that these were timeless values that transcend boundaries and bring people together, even in the most difficult of times.
“In recent years, through conflict, crisis, and even a global pandemic, the world has seen, more clearly than ever, the capacity of art to heal, uplift, and connect,” The City Manager pointed out.
He added that the County Government would continue supporting such initiatives towards cultivating talents, professionalizing them, and integrating them into the broader framework of national development and economic empowerment. By doing so he noted the creative sector will continue to thrive across every part of Kenya.
During the event artists were challenged to create content that identifies with African culture as it will speak to African values and will help in promoting local content internationally.
They were advised to create content that speaks to African values to tap the market, and desist from chasing Europe or America as they will not do better than foreign content creators.
The boom in the media sector has occasioned a steady rise in the demand for local content. Coupled with a policy directive by the Communication Authority to ensure over 40 percent of media content is made up of local content, the local creative industry is set for a brighter future.
A thespian and artist Barbushe Maina who successfully campaigned to have Nakuru recognized as the second Creative City in East Africa by UNESCO said the introduction of prime arts and comedy segments in nearly all television stations was a clear indication that art is a paying venture.
He observed that besides the performing arts, visual arts and cultural heritage, Kenyans are producing films, videos, television and radio shows, video games, music and books.
Maina noted that businesses in arts, entertainment and recreation are highly specialized in terms of knowledge, skill and capacity and are in effect more likely to be self-employed.
From fashion, film, music, and design to digital art and photography, the thespian noted that the industry provides jobs and serves as an important cultural and economic driver.
“Recognizing the significant impact of Kenya’s creative sector, individuals, corporations and stakeholders must come together in collaborative efforts to harness and maximize creative talent. This collaboration will support economic growth and nurture a thriving economy that enhances overall wellbeing and quality of life,” Mr Maina observed.
By Esther Mwangi
