President William Ruto has urged young performers participating in the Kenya Music Festival to take advantage of the platform to develop their talents, saying some of them could go on to become global stars.
Ruto said the annual festivals were more than school competitions, describing them as important platforms for identifying and nurturing talent that could contribute to Kenya’s growing creative economy.
He spoke on Friday during the State Concert of the 98th Kenya Music Festival at Bungoma State Lodge, where he watched performances by learners from different parts of the country.
The President told the young performers that some among them could follow in the footsteps of successful Kenyan creatives who have built careers beyond the country.
“Somewhere among you may be the next Bien, Njerae, Nyashinski or Lupita Nyong’o—a Kenyan who will one day command the world’s stages and screens alongside artistes such as Burna Boy, Tems and Tyla,” Ruto said.
He said the creative industry offers opportunities beyond performing, pointing to careers in music production, sound engineering, lighting, intellectual property law and production management.
“Among you, too, are tomorrow’s instrumentalists, sound engineers, lighting designers, intellectual property lawyers, and production company owners,” he said.
Ruto cited Kenyan singer, songwriter and producer Njerae as an example of an artiste whose participation in the festival helped shape her career.
“Njerae, for example, spent her school years participating in this festival and learning classical music. Today, she is a singer, songwriter, and producer whose work reaches far beyond the school stage,” he said.
The President said Kenya’s creative potential should be viewed as an economic opportunity, noting that technological changes had significantly expanded the ability of artistes to reach audiences beyond their immediate surroundings.
“A generation ago, a musician needed a record label, a physical album, and a radio station to be heard. Today, a song recorded in Bungoma can reach Nairobi, Lagos, London, or São Paulo within seconds,” Ruto said.
He said the global recorded music industry generated nearly US$32 billion in the previous year, with almost 70 per cent of the revenue coming from streaming.
In sub-Saharan Africa, Ruto said recorded music revenue grew by more than 15 per cent to US$120 million, demonstrating the expanding commercial potential of the sector.
“The opportunity is real,” he said, arguing that music was no longer only about culture and entertainment but also commerce, intellectual property, employment and export income.
Ruto said the government was working to strengthen Kenya’s creative economy and create sustainable opportunities for people working in the sector.
He said the country must ensure that talented young people have the skills, institutions and financing required to turn their abilities into sustainable livelihoods.
The President also highlighted ongoing government efforts to support creatives, including the collection and distribution of music royalties through the e-Citizen platform and the expansion of digital platforms such as SomaPlay.
He said the Kenya Music Festival demonstrated that the country has abundant talent and challenged stakeholders to ensure that such talent is identified, developed and given opportunities to reach wider markets.