The government has unveiled plans to turn student talent into a commercial enterprise, signaling a shift from traditional co-curricular activities to income-generating ventures as it seeks to position young creatives at the center of Kenya’s growing creative economy. Speaking during the opening of the 98th Kenya Music Festival in Bungoma, Basic Education Principal Secretary John Ololtuaa said the State is strengthening talent identification and development programs to ensure learners can earn from their abilities in music, dance, drama and sports.
The move aligns with the Bottom-Up Economic Transformation Agenda (BETA), which identifies the creative economy as one of the sectors with the potential to create jobs and generate wealth for young Kenyans.
Ololtuaa said schools will be increasingly used as platforms for identifying and nurturing talent, with the government keen on ensuring that gifted learners are not only recognized but also supported to convert their skills into economic opportunities.
“The Ministry will continue to strengthen co-curricular programs so that talent identification, development, and commercialization of the talents is promoted. That is why those who sing, those who dance, those who run, are continued to be given priority by the country. We will continue to align our programs with national priorities to ensure that no learner is left behind,” Ololtuaa stated.
Turning Student Talent into Economic Opportunities
The government’s renewed focus comes at a time when the creative economy is increasingly being viewed as a key driver of economic growth globally.
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The sector, which includes music, film, fashion, performing arts, gaming and digital content creation, has become a major source of employment, particularly among young people.
The PS said ongoing education reforms, including the Competency-Based Curriculum (CBC), are designed to support learners with diverse abilities by placing greater emphasis on practical skills and talent development.
He noted that investments in education infrastructure, digital learning and teacher recruitment were helping create an environment where both academic and creative talents can flourish.
Ololtuaa also challenged private sector players to take a larger role in financing talent development programs and national festivals, arguing that partnerships between government and business would help unlock the sector’s full potential.
“Student talent development cannot be left to government alone. We need more partners to invest in our young people and help transform talent into enterprise,” he said.
He added that globally, creative industries contribute billions of dollars annually through music, film, fashion, design and digital media, sectors that governments are increasingly targeting as engines of economic growth.
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Ololtuaa said the government intends to strengthen programs that support student talent identification and development in schools as part of efforts to unlock that potential.
Call for More Investment
The government also wants greater involvement from county governments, state agencies and private companies in supporting talent development initiatives.
Ololtuaa said stakeholders would be brought on board to help expand the reach and impact of the annual Kenya Music Festival, which attracts thousands of learners from across the country.
His call was backed by Equity Bank, one of the festival’s sponsors.
Equity Bank Regional General Manager for Nyanza and Western Region Peter Akuoyo said the lender views the creative industry as a key component of the future economy and believes investment in young talent can help drive social and economic transformation.
Akuoyo said supporting learners at an early age gives them a better chance of building successful careers and contributing to national development.
Meanwhile, Bungoma County assured participants of adequate security and logistical support during the event.
Deputy Governor Janepher Mbatiany said the county had worked with security agencies and healthcare providers to ensure smooth operations throughout the festival.
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