Who Are the “Content Creators” Ruto is Obsessed With and What Do They Do?

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Njugush faults Ruto over notion content creators earn a lot

Content creator Njugush ‘hikes a ride’ on the back of his colleague when enacting a content creation skit during Jamuhuri Day celebrations at Nyayo Stadium on December 12, 2022.

Content creator Timothy Kimani alias Njugush has differed with the popular belief that content creators make a lot of money.

He said it was unfair to have such a narrative without acknowledging that some content creators were also experiencing financial difficulties.

In an interview on Hot 96 on Monday, Njugush weighed in on the remarks by President William Ruto that he and fellow creative Eddie Butita earn more than the head of State.

“When the President said me and Butita earn more than him, I knew there was a problem. There is a narrative that is sold that content creators make so much money. However, for me, I feel that is unfair,” he said.

In his address on June 2 during the Kenya National Drama Festival held at State House, Nairobi, Ruto commended the two rib crackers and online content creators saying they are great artists worthy to be emulated.

“These are our great artists who today are monetising their content. Pongezi sana (congratulations) gentlemen. Those two young men you see there, they are making more money than my salary,” he said.

While commenting on the proposed 15 per cent tax on content creators’ income under the Finance Bill, 2023, Njugush said there is need for proper structures to be put in place before such measures can be enforced.

He pointed out that the term ‘content creator’ hasn’t, for instance, been properly defined to determine who fits that description.

Njugush said people from other professions like doctors are marketing their clinics on social media but their actual income does not come from the online content. 

“We have doctors who are doing content on TikTok, Facebook and Instagram who are doing content for their clinics. Let’s say today we are going to tackle cholesterol, if you want to know more, come to my clinic. Is that content creation? They do not earn from Instagram,” he said.

Njugush also wondered if content creators who are minors will be subjected to the proposed 15 per cent tax on digital content monetisation.

The digital and stand-up comedian further faulted Lang’ata Member of Parliament Phelix Odiwour, alias Jalang’o, for heaping the blame on content creators over the proposed tax on their income.

Njugush said the MP, who previously also created online content, should have been made aware that there are creators who are struggling financially.

“I saw Jalang’o say a lot of us are posting cars. But at the same time, he didn’t mention some us of are posting bills maisha imewaendea mrama (life has become difficult),” he said. 

While airing his remarks in an online video, Jalang’o alleged that content creators seemingly attracted the attention of the taxman by posting content on social media depicting themselves living lavishly. 

“How do I convince the government or the people who do not understand content creation that content creators don’t have money and you are not able to pay the 15 per cent tax when what you show out there is that you are millionaires?” Jalang’o posed.

It seems they are very good from what we can see here.

Vinnie Baite from Meru.

Tracing his influence during the pandemic period, Vinnie Baite is undoubtedly one of the best content creators in Kenya.

His ability to pull the Meru accent with local ways of life has gained him quite a popularity, which has made him get featured in a number of Churchill show series with a number of media tours both within the country and outside Kenya.

As one of the best content creators in Kenya, Vinnie Baite has exceedingly breathed life to many Nano influencers in Kenya. With less than 3 years of popularity, Vinnie Baite has been considered to be one of the fastest-rising content creators in Kenya.

And then there is this guy.

If you have never interacted with his skits, Crazy Kennar would certainly make you crack your ribs a great deal.

Kennar who has branded himself as a “content cartel”, has had his biggest share as one of the best content creators in Kenya. According to him, making people laugh is just one of the few ways people can be cured of depression.

He has combined a number of other content creators in Kenya in his skit which makes them now a team. As a micro-influencer in Kenya, Kennar has been working with Betika among other popular brands for promotional purposes.

And then of course there is Mungai Eve in that Best of Five List.

Mungai Eve is typically a representation of every simple girl who dares to dream and win greater heights even when the odds are not in sync.

With such an attitude, Eve has been rising consistently in the last 2 years, with her content majorly targeting the unmentioned sectors and people in life. She is one of the best content creators in Kenya working with other Celebrity influencers.

A few celebrities that Mungai Eve has been working with are Jalang’o and Eric Omondi. As a young and upcoming content creator, Eve mostly covers lifestyle topics and would attract a heavy audience to her stories when she mentions you.

So that is part of creative art in Kenya and we have not even talked about theatre work in high schools, sports of all kinds in all schools.

Now we have to go number four in the lineup for the creative artists.

Terence Creative.

According to YouTube analysis in the year ending 2021, Terence Creative was named as one of the best content creators in Kenya.

After pulling a popular Congolese stunt accent on his YouTube film, branded as ‘Wash Wash’, Terence gained quite a heavy popularity that traversed even the Kenyan borders to Congo.

He is one of the few content creators in Kenya who can pull a crowd with his appearance only.

Diana is on the list of the Five Best.

Diana Bahati.

Known by many as Diana B, the journey of becoming one of the most admired content creators in Kenya has been quite tumultuous yet a little steady.

Being a musician at the same time being part of the ‘Being Bahati’ show cast, Diana has risen in the ranks to a level where she is now a popular figure in Kenya.

As one of the best content creators in Kenya, Diana exhibits the art of being courageous and focused on her dream despite the biggest percentage of her fans acting vile. Her ability to rap and pull a show has made her stand in the ranks of other popular Kenyan female rappers.

What investments is the Ruto government making on creative arts and sports in Kenya apart from looking at how to tax them?

Adongo Ogony is a Kenyan Human Rights Activist and  Writer who lives in Toronto, Canada

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