By Maxwell Okello
In today’s world, creative industries such as music, film, and sports are no longer merely side hustles; they have become driving forces of modern economies. The creative economy is reshaping how nations grow, how cultures connect, and how young people find their voice and livelihood.
For Kenya, the same principle applies. According to the ACP-EU Culture Programme, the country’s creative sector is not only vibrant but surging ahead, growing 60% faster than other industries nationally. Today, the creative economy has become a central pillar in fostering entrepreneurship and advancing Kenya’s broader economic development agenda.
With the right support, it could double its contribution to the national GDP in the coming years. Kenya’s creative sector currently contributes significantly(5.3% as of 2017, latest available data) to the national GDP, accounting for Sh85.21 billion value added and employing more than 300,000 persons directly, according to a report by the Creative Economy Business Environment Reform.
Kenya is not charting this transformative course in isolation. A dynamic partnership has emerged, one that promises to redefine economic collaboration between nations. The United States, with its unparalleled global creative influence, is a strategic ally committed to helping Kenya unlock the immense potential of its creative industries. This collaboration is already yielding tangible results, creating meaningful impact in communities and individual lives across the country.
A recent highlight was President William Ruto’s 2024 state visit to the U.S., where culture and creativity featured prominently in discussions. That visit was not just symbolic, but also catalytic. It laid the groundwork for deeper engagement, including the 2025 U.S.-Kenya Creative Economy Forum, which was hosted in Nairobi on June 5.
The forum highlighted three sectors with immediate investment potential: Kenya’s film industry, recognized as the “Hollywood of Africa,” offered American production companies competitive costs and diverse talent; the music sector provided unprecedented opportunities for U.S. record labels and streaming services to access local and pan-African markets; while Kenya’s passionate sports culture presented significant prospects for American sports franchises and athletic development organizations to establish continental operations.
This forum aimed to shift perceptions and demonstrate to the world that Kenya’s creativity is not fringe, not niche, and not second-rate. It is world-class. It is about reminding ourselves and others that the next global music sensation or award-winning filmmaker could be coming from Kibera, Kisumu, or Kawangware.
It was also heartening to see the Government’s plan to double its creative economy’s GDP contribution from the current 5% to 10% by the end of 2025. This trajectory presents American investors with a market that is primed for strategic partnerships and has exponential growth potential.
This momentum comes at a critical time. For too long, Kenya’s creative sector’s contribution to economic growth has been underestimated. Underfunded, loosely regulated, and often sidelined in policy circles, it has struggled to gain the recognition it deserves. That is changing fast.
In this evolving landscape, the U.S. brings more than investment. It brings rich experience in scaling creative industries, from the Grammy Awards to Silicon Valley tech that powers digital storytelling. Through initiatives backed by the U.S. Embassy, the American Chamber of Commerce Kenya, and other partners, supporting Kenyan creatives with training, mentorship, and, partnership opportunities. Just as importantly, they are helping shape the policies and systems that will ensure economic growth.
And it is not just the big-ticket partnerships making a difference. On the ground, young Kenyans are already leveraging these opportunities to build careers and businesses. Whether it’s a filmmaker gaining access to global distribution channels, or a digital artist monetizing their work through global platforms, the ripple effects are being felt across creative communities.
Of course, challenges remain. There are still gaps in financing, uneven access to opportunities, and the ongoing need to implement policies that protect intellectual property and ensure fair compensation. But these are not insurmountable. What matters is the direction of travel, and right now, it’s forward.
This collaboration unlocks unprecedented opportunities for creative entrepreneurs to scale their impact, reach international markets, and establish Kenya as a premier destination for world-class creative content. Together, we’re not just fostering artistic expression, we’re building a thriving creative economy.
If both countries stay the course, if governments follow through on their commitments, if the private sector continues to invest, and if creatives are given the space and support to thrive, Kenya can become a continental and even global hub for creative excellence.
The script is still being written, but one thing is clear, when creativity and collaboration meet, the possibilities are endless.
The writer is the Chief Executive Officer at The American Chamber of Commerce, Kenya