The Kenyan government is turning to private sector partnerships to boost the country’s creative and digital economy, aiming to create employment opportunities for its youthful population. According to Collins Okoth, Director of Strategy and Planning at the Kenya Film Commission, policy support and infrastructure investment are crucial in positioning the sector as a driver of economic growth.

Speaking at the grand finale of the inaugural Next Superstar Kenya competition, Okoth emphasized the potential of the creative industry to absorb young people, who make up over 70 percent of the population. He urged greater collaboration to nurture and mentor talent, highlighting the need for a collective effort to develop the sector.

The Next Superstar Kenya competition, sponsored by pay-TV provider StarTimes, attracted over 3,000 participants nationwide. The 14-week contest culminated in Joseph Japheth, also known as Jose Jay, being crowned the winner, taking home a cash prize of Sh1 million. Rennick Nzalwa and Brian Koome finished in second and third place, respectively.

StarTimes Chief Executive Jimmy Carter Luoh pledged the company’s continued support for local content, committing to annual sponsorship of the competition for the next decade. This long-term investment is expected to contribute to the growth of Kenya’s film and creative industry.

The creative and digital economy has been identified as a key area of focus for the Kenyan government, with efforts underway to develop the sector and create jobs for young people. The partnership between the government and private sector players like StarTimes is seen as crucial in driving this growth. With the creative industry poised to play a significant role in Kenya’s economic development, initiatives like the Next Superstar Kenya competition are expected to contribute to the country’s economic growth and employment creation.