Nakuru: Nakuru County Government and Safaricom have announced a collaborative initiative aimed at bolstering investments in technology to enhance the creative sector and the arts. This partnership is set to provide essential digital infrastructure and incentives for artists and creatives to globally produce, distribute, and monetize their work.
According to Kenya News Agency, County Secretary and Head of Public Service, Dr. Samuel Mwaura, highlighted that the partnership is focused on promoting tech-based education and training programs. These initiatives aim to equip creatives with vital skills to utilize new technologies, alongside the establishment of innovation hubs and incubators. Dr. Mwaura emphasized that the initiative is designed not only to elevate the creative economy but also to drive job creation, cultural exchange, and national economic growth.
Dr. Mwaura further explained that the partnership with Safaricom is projected to enhance Nakuru’s positioning and opportunities within a digital economy, unlocking significant potential for development partnerships with leading global creative economies. His remarks came during a consultative meeting between officials from Nakuru’s department for Youth, Gender, Culture, Sports, and Social Services and a Safaricom delegation led by Territory Business Lead Melchizedek Kithonga.
Plans are underway to conduct capacity-building programs aimed at equipping local creatives with essential skills in branding and establishing effective online market linkages. This will be facilitated through a collaboration between the County government and Safaricom. Other areas of collaboration include supporting youth groups, enhancing digital hubs, and implementing initiatives to enable local talent to monetize their skills.
To ensure the initiative’s smooth implementation, a joint committee has been established to identify and develop specific collaborative projects through the Safaricom and M-Pesa Foundations. This committee’s objective is to ensure that selected initiatives generate tangible and sustainable benefits for the Nakuru community.
According to the Communication Authority of Kenya (CA), the Kenyan creative industry has recorded over US $2 billion in total sales and is projected to grow annually by 10.3 percent. The local media sector’s demand for content has been bolstered by a policy directive mandating over 40 percent local content, positioning the creative industry for further growth.
Dr. Mwaura noted the introduction of prime arts and comedy segments in television as evidence of art’s economic viability. He highlighted the diverse forms of creative output in Kenya, including films, videos, music, and more. Governor Susan Kihika’s administration is anchoring these creative endeavors with political and governmental support.
Safaricom PLC’s Melchizedek Kithonga recognized the economic and cultural opportunities in Kenya’s creative economy, emphasizing the industry’s role in job creation and cultural expression. Supporting the creative industry is seen as crucial in fostering creative thinking and addressing unemployment.
The Economic Survey 2023 indicates that the arts, entertainment, and recreation industry accounts for 5 percent of Kenya’s GDP and 0.25 percent of total wage employment, underscoring the sector’s significance.