The seven-day festival, scheduled for July 26 to August 2, 2026 at the Lenny Kivuti Innovation Centre. [Courtesy]
Conversations around Kenya’s creative industry often revolve around Nairobi, streaming platforms and celebrity culture. Now, a quieter but potentially transformative movement is emerging from the counties.
This week, the inaugural Embu International Film and Creative Arts Festival (EMBU IFCA FEST) officially launched at the KICC with a bold message: African stories deserve global platforms, and the future of storytelling may depend on unlikely collaborations between creatives, corporations and local communities.
Led by Festival Director Ashley Murugi, the launch brought together filmmakers, educators, government leaders and private sector players, including the Kenya Tea Development Agency and KETEPA, a partnership that instantly shifted the conversation from traditional sponsorship to how business institutions can actively shape and sustain Kenya’s creative future.
The industry has largely depended on telecom companies, betting firms and alcohol brands for funding and visibility.
