Since the first BAKE Awards in 2012, the definition of a content creator has undergone a radical transformation. What was once almost synonymous with blogging has evolved into a multi-platform revolution, where a new generation of digital storytellers is picking up the mic, the camera, and the smartphone to create stories that matter to us.
This isn’t just about entertainment; it’s about the structural ownership of the Kenyan identity within a creator economy now valued at a staggering Ksh. 1.27 trillion ($9.8 billion). By introducing and elevating categories for creators such as TikTok, Photography and Podcasting, the BAKE Awards have moved beyond mere trends, to offering a formal recognition of how Kenyans actually consume information today on the move, in their ears, and in 60-second bursts.
This shift toward reclaiming digital space was the driving force behind the 2025 BAKE Awards theme, “Reclaiming Our Digital Space.” It served as a rallying cry against a history where Kenyan stories were often overshadowed by global algorithms or filtered through foreign perspectives. By honoring local excellence across these diverse platforms, BAKE provides the stamp of authority needed for creators to transition from “hobbyists” to industry leaders. Our chairman BAKE Chairman Kennedy Kachwanya noted during the gala, the standard of Kenyan digital content hasn’t just risen but has established a new benchmark for excellence that commands global attention.
The power of this movement was most evident in a historic tie for the Creator of the Year title, representing the two pillars of this new narrative. Sarah Njoroge, who also took home the Agricultural Creator award, proved that the “soil is the new set.” By using YouTube to make “Agri-tech” and farming aspirational, she is reclaiming the narrative of the Kenyan farmer as a modern, digital-savvy entrepreneur. Sharing that top honor with The JoyRide Podcast, hosted by Wanjiru Njiru and Ben Cyco. Their victory underscored the explosion of the Kenyan audio space, where raw vulnerability has become a form of power. By diving into deep, often “taboo” conversations, they have reclaimed the Kenyan voice from the sanitized versions seen on traditional TV, proving that long-form audio now commands the same influence as any visual medium.
Validation has also extended to platforms once dismissed as “just for Gen Z.” The recognition of creators like Teacher Tabby Wothaya, who won Best Education Creator, showcases how TikTok is being used to reclaim the classroom, making learning accessible for a mobile-first generation. Even in sports, the narrative is being wrestled back; Pepeta, the Sports Creator of the Year, proved that sports journalism doesn’t belong solely to big broadcasting houses. By providing grassroots coverage and centering local athletes, they ensure that the glory of Kenyan sports is documented by those who live it on the ground.
For 2026 BAKE Awards, themed “The Creator Economy: Turning Content into Capital,” the focus has moved from creative merit to economic sovereignty. The professionalization of these spaces supported by partners like Absa Bank means that a BAKE win is no longer just a trophy but a gateway to sustainable business models. The glory of the past is being replaced by a digital future where the lion’s story is finally, and firmly, being told by the lion.