Nakuru County Government and Safaricom are jointly working on a program to support investments in technology towards enhancing the creative sector and the arts.
The partnership seeks to provide critical digital infrastructure and incentives to facilitate the creation of digital platforms and tools that artists and creatives can use to produce, distribute, and monetize their work globally.
County Secretary and Head of Public Service, Dr Samuel Mwaura, said the partnership was geared towards promoting initiatives to support tech-based education and training programs that equip creatives with the skills needed to leverage new technologies and establishment of innovation hubs and incubators.
According Dr Mwaura, the initiative will not only be designed to elevate the creative economy but also drive job creation, cultural exchange, and national economic growth.
He added that the partnership with Safaricom not only projects to leapfrog the devolved unit’s positioning and opportunities for creatives in a digital economy, but also unlock an incredible opportunity for partnership for development with some of the leading creative economies in the world.
The County Secretary made the remarks during a consultative meeting between officials from the County’s department for Youth, Gender, Culture, Sports and Social Services and a delegation from Safaricom PLC that was headed by Territory Business Lead Melchizedek Kithonga.
Mwaura said plans were underway to hold capacity building programs that will focus on equipping local creatives with essential skills in branding and establishing effective online market linkages, courtesy of a collaboration between the County government and the telecommunications company.
Other areas of collaboration being explored include providing support to youth groups, enhancing digital hubs with advanced equipment, and implementing initiatives designed to enable local talent to monetize their skills, the County Secretary said.
Dr. Mwaura explained that to ensure the smooth implementation of the initiative, a joint committee had been established that will be responsible for identifying and developing specific collaborative projects through the Safaricom and M-Pesa Foundations to ensure the selected initiatives generate tangible and sustainable benefits for the Nakuru Community.
“The County with a burgeoning youthful population is targeting the creative and digital economy for job creation and employment,” added Dr. Mwaura.
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 US $2 billion in total sales and is projected to grow annually at 10.3 percent.
This 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.
Dr Mwaura 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.
“There is also important work being undertaken in graphic design, fashion and advertising subsectors and Governor Susan Kihika’s administration is anchoring these creative activities on political and governmental commitment and concrete support,” stated the County Secretary.
Safaricom PLC Territory Business Lead Melchizedek Kithonga indicated that Kenya’s creative economy presents economic and cultural opportunities that require development.
Kithonga observed 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 Safaricom official noted that the industry provides jobs and serves as an important cultural and economic driver.
He pointed out that supporting the creative industry will play a key role not only in fostering creative thinking but also addressing high unemployment rates.
“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,” Kithonga observed.
He noted 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.
The Economic Survey 2023, reveals that the arts, entertainment and recreation industry account for 5 percent of the Gross Domestic Product and 0.25 percent of the total wage employment.
By Esther Mwangi
