President William Ruto has unveiled a bold plan to weave the creative arts into the very fabric of Kenyan neighborhoods. In a new directive, the president announced that every future affordable housing project will now include fully equipped audio-visual studios.
Speaking on Saturday evening at the 14th Kalasha International Film and TV Market Festival and Awards at the KICC in Nairobi, Ruto framed the move as a strategic step to place the creative industry at the heart of national development.
“To ensure that we have structured infrastructure to support the creative economy, I have directed that all future affordable housing development must integrate a creative ecosystem in the form of a fully equipped audio-visual studio,” Ruto said.
The president argued that the concept of affordable housing must evolve to reflect the true social and economic lives of citizens. He noted that a community needs more than just physical shelter to thrive; it requires spaces that foster talent and culture alongside basic services.
“Just so that you know, affordable housing is not about walls, it is not about houses, it is about people, and it goes beyond four walls and a roof. It is about where you go to eat, where you go to the hospital, where the police station is, and where the school is. It must also include art and the creative economy,” he said.
President Ruto also introduced a new policy that directs 30 percent of all government advertising expenditure toward creative platforms, a move he says will significantly boost the local film and entertainment industry.
“I can confirm that the government has the resources to support and partner with creatives who tell our stories,” Ruto said.
The Kenya Film Commission organizes the Kalasha Awards to celebrate excellence in film and television across East and Central Africa. Each year, the festival attracts more than 3,000 delegates, 100 exhibitors, and participants from over 30 countries, making it one of the region’s premier gatherings for the creative sector.
Ruto commended the organizers for their work and proposed taking future editions of the awards to various counties to broaden participation and exposure. He also revealed that the State House will submit a bid to host next year’s ceremony.
To further elevate Kenya’s profile on the world stage, the president directed the National Treasury to develop incentives that will draw international film producers to Kenyan shores. He expects this move to transform the country into a competitive global filming destination.
Ruto also turned his attention to legislative support, urging Parliament to fast-track the Creative Economy Bill 2026. He called for stronger copyright protection laws to ensure that Kenyan artists receive proper financial rewards and legal safeguards, rather than just public recognition.