Nakuru County’s Governor Susan Kihika has unveiled a multifaceted strategy to elevate the creative sector, emphasizing legislative reforms, economic empowerment, and cultural preservation. The initiative, part of the county’s broader Bottom-Up Economic Transformation Agenda (BETA), seeks to transform the arts industry into a sustainable economic driver while safeguarding intellectual property and fostering innovation. Kihika highlighted the sector’s potential to generate employment and promote national cohesion, particularly in a region with a youthful population and growing digital infrastructure.
The governor’s announcement came during a press conference where she outlined plans to host the Kenya Music and Cultural Festival, scheduled for November 6–7, 2026, at the Shaabab Social Hall. The event, themed ‘I Am Because We Are,’ will feature performing arts groups, cultural ensembles, choirs, poetry, spoken word, stand-up comedy, sports commentary, modeling, and exhibitions. Notably, the festival will also celebrate individuals with disabilities, emphasizing inclusivity and diversity. Kihika stated, “This is a platform to celebrate our differences, promote peace, and strengthen unity through the universal language of art.”
Central to the governor’s vision is the development of a legal framework to protect creatives’ intellectual property and ensure fair compensation. Kihika emphasized that the sector’s growth hinges on monetizing artistic talent, stating, “Creatives’ talent should be their source of livelihood. They should make good money and live well doing what they are doing.” The county government is collaborating with the national administration to draft policies that address exploitation and create opportunities for artists across disciplines.
The Kenya Music and Cultural Festival will also crown two individuals as Mr. and Mrs. Nakuru Culture, recognizing outstanding contributions to the arts. Kihika urged artists to focus on African-centric content, arguing that local narratives hold greater market potential than Western influences. “Create content that speaks to our African values to tap the market,” she advised. This aligns with the county’s goal of positioning Nakuru as a UNESCO Creative City, a status achieved after a campaign led by local thespian and artist Barbushe Maina, who described the arts as a “paying venture” given the proliferation of television and radio platforms.
Maina, who played a pivotal role in Nakuru’s UNESCO designation, noted that the creative industry spans film, music, design, digital art, and more. He highlighted the sector’s role in job creation, stating, “Businesses in arts, entertainment, and recreation are highly specialized and often self-employed, providing stable livelihoods.” According to the Communication Authority of Kenya (CA), there are over 130 free-to-air TV stations and nearly 200 radio stations, underscoring the industry’s reach. The Kenyan creative sector generated over $2 billion in sales in 2026, with an annual growth rate of 10.3%, according to the Economy Survey 2026.
Kihika also emphasized the sector’s role in fostering social cohesion, particularly during crises. “Art nurtures creativity, innovation, and celebrates cultural diversity,” she said, citing its capacity to heal and connect during conflicts, pandemics, and other challenges. The governor reiterated the county’s commitment to talent development, infrastructure, and partnerships, stating, “We will continue to champion policies that uplift our creatives, celebrate diversity, and position the arts at the heart of our nation’s progress.”
The county government is calling on private organizations to invest in the creative sector, which contributes 5% to Kenya’s GDP and 0.25% to total wage employment. Kihika urged residents to support local artisans, noting that such efforts drive economic growth and solidify Nakuru’s status as a UNESCO Creative City. “Supporting local products creates jobs and strengthens our community,” she said. The governor also highlighted the sector’s potential to address high unemployment rates, stating, “By investing in the creative industry, we foster innovation and provide pathways for young people to thrive.”
The legislative push includes measures to strengthen copyright compliance and ensure artists receive fair compensation. Kihika acknowledged the need for collaboration among stakeholders, including government agencies, private sector partners, and development organizations. “This sector requires collective effort to create platforms, open opportunities, and amplify voices,” she said. The governor’s administration is also focusing on digital platforms to expand the sector’s reach, leveraging Kenya’s growing tech ecosystem to promote local content globally.
Maina echoed the importance of collaboration, stating, “Individuals, corporations, and stakeholders must unite to harness creative talent and drive economic growth.” He pointed to the industry’s specialization in knowledge and skill, which makes it a resilient economic force. “From fashion to digital art, the creative sector is a cultural and economic driver that enhances wellbeing and quality of life,” he added.
The Kenya Music and Cultural Festival will serve as a flagship event to showcase Nakuru’s creative potential. Kihika described the festival as a “celebration of diversity” that aligns with the county’s vision for sustainable development. Attendees will witness performances by local and regional artists, with a focus on African values and storytelling. The event’s inclusivity extends to persons with disabilities, who will have opportunities to participate and be recognized for their contributions.
Kihika’s remarks come amid broader national efforts to prioritize the creative and digital economy. Kenya’s youthful population, projected to constitute 70% of the workforce by 2030, is a key demographic for job creation. The governor stressed that the creative sector’s growth is not just an economic imperative but a cultural one, as it preserves heritage while fostering innovation. “Art is a tool for unity, inspiration, and change,” she said, urging all stakeholders to invest in the sector’s future.
The county’s focus on the creative economy reflects its alignment with global trends. UNESCO’s recognition of Nakuru as a Creative City underscores its role as a hub for artistic and cultural innovation. Kihika noted that the sector’s growth is a “testament to the resilience and creativity of our people,” adding, “By supporting the arts, we invest in a future where culture and economy thrive together.”
As the festival approaches, local artists and businesses are preparing to showcase their work, with Kihika expressing confidence in the event’s impact. “This is a milestone for Nakuru,” she said. The governor also highlighted the need for continued investment in talent development, infrastructure, and policy frameworks to ensure the sector’s long-term success. “Our goal is to create an environment where artists can thrive, and where creativity becomes a cornerstone of our national progress,” she concluded.
The initiative has drawn praise from cultural leaders and industry experts, who see it as a critical step toward economic diversification. Maina noted that the sector’s growth is “not just about art but about building a sustainable future.” With the festival and legislative reforms, Nakuru is positioning itself as a model for creative economy development in East Africa. Kihika’s vision underscores the transformative power of the arts, both as a cultural asset and an economic engine.
The county’s efforts align with Kenya’s broader economic strategy, which prioritizes the creative and digital sectors for job creation and innovation. Kihika emphasized that the sector’s potential extends beyond entertainment, contributing to social cohesion and national identity. “Art is a mirror of our society, reflecting our values and aspirations,” she said. As Nakuru prepares for the festival, the governor’s commitment to the creative sector signals a new era of growth and opportunity for artists and communities alike.
The upcoming Kenya Music and Cultural Festival will not only celebrate local talent but also serve as a platform for dialogue and collaboration. Kihika expressed hope that the event will inspire new partnerships and initiatives, further strengthening the creative ecosystem. “By investing in the arts, we invest in our people’s potential,” she said. The governor’s leadership highlights the intersection of culture, economy, and community, offering a blueprint for sustainable development in Nakuru and beyond.
The county’s focus on the creative sector reflects a growing recognition of its role in addressing contemporary challenges. Kihika noted that the arts provide a space for self-expression and advocacy, particularly for marginalized groups. “Art empowers individuals to voice their beliefs and connect with others,” she said. As Nakuru moves forward, the governor’s initiatives aim to ensure that the creative sector remains a vibrant and inclusive force for progress.