Nairobi – Kenya is having its creative moment. Backed by a fresh $93 million investment from major U.S. names including Tyler Perry Studios and NBA Africa, the East African nation is fast cementing its status as a global hub for film, music, and sport.
The announcement came during the inaugural U.S.-Kenya Creative Economy Forum held in Nairobi. The summit brought together industry heavyweights and government leaders, united by a common goal: to grow Kenya’s creative industries and double their GDP contribution from five to ten percent by 2025.
“We’re no longer just talking about potential,” said Salim Mvurya, Cabinet Secretary for Youth Affairs, the Creative Economy and Sports. “We’re putting policy and funding behind it.”
That message appears to be resonating. U.S. officials at the event, including Marc Dillard from the U.S. Embassy, voiced confidence in Kenya’s direction. “The creative sector is already a major contributor to Kenya’s economy,” he said. “This is just the beginning.”
Laying the Groundwork: Legislation and Infrastructure
Central to this momentum is the new Creative Economy Support Bill. Fast-tracked by the Kenyan government, it aims to fix long-standing gaps in copyright protection and funding access, while reducing red tape.
Among its proposals: one-stop shops for creatives, subsidised studio spaces, tax breaks, and digital rights protections. The bill also outlines funding for anti-piracy efforts and the creation of a “creative voucher system” to help small businesses thrive.
There’s also been a push to streamline film permits and visas for international crews. Now, work documents can be processed in under a month. Studio infrastructure is being woven into housing developments under the government’s Affordable Housing Programme.
Film First: Kenya as Africa’s Next Big Set
The film industry is a major focus. Kenya is betting big on becoming the “Hollywood of Africa.” Low production costs, diverse talent, and striking landscapes make it an appealing alternative to traditional locations.
Robert A. Boyd II, COO of Tyler Perry Studios, was among the forum’s most high-profile attendees. While no specific studio projects were announced, Boyd’s presence was widely seen as a signal of interest in developing infrastructure similar to Tyler Perry’s Atlanta empire.
So far, Kenya’s own Film Empowerment Programme has disbursed over KES 93 million to 48 projects, creating over 8,000 jobs.
Music to the World: Grammy Recognition and Kenyan Sound
On the music front, the country is pushing to join global playlists. The Recording Academy’s President, Panos Panay, spoke about improving copyright structures and educating musicians. “African music is changing the global soundscape,” he noted. Kenya, with genres like Gengetone and Benga, is ripe for export.
Kenyan artists are already making waves. Bands like Sauti Sol and rappers like Khaligraph Jones have global fan bases. Industry support could catapult more acts to international recognition.
Beyond Athletics: A New Sporting Frontier
Kenya’s sports economy, historically focused on elite runners, is broadening its appeal. With the 2025 African Nations Championship (CHAN) on the horizon, the government is investing in stadiums, infrastructure, and a proposed “PAMOJA Visa” to ease regional travel.
NBA Africa’s Michael Finley was also present at the summit. Basketball is gaining popularity, and local franchises are exploring deeper grassroots development in partnership with U.S. organisations.
Meanwhile, the growing digital sports economy including betting platforms and streaming is generating jobs and tax revenue. While concerns around gambling persist, officials acknowledge its economic impact.
Youth, Talent, and the Bigger Picture
At the heart of all this is Kenya’s youth. Over 250,000 people already work in creative fields. With the right backing, the sector could become a key engine for job creation and cultural exchange.
Maxwell Okello, CEO of AmCham Kenya, put it simply: “We’re not just showcasing talent. We’re building an industry.”
He announced a task force to monitor progress and connect investors with local creatives. The goal: sustained partnerships, not one-off deals.
Looking Ahead
There’s no shortage of ambition. But challenges remain from piracy to uneven access to funding and tools. Still, the forum marked a turning point. Kenya is no longer waiting in the wings.
With stars aligning across policy, infrastructure, and international interest, the creative economy might just be Kenya’s next big export.
