By tapping into youth culture, electoral commission officials hope to reverse low voter registration trends and increase participation among younger voters.
The Independent Electoral and Boundaries Commission (IEBC) has taken an unconventional approach to engaging young voters in Kirinyaga County, turning to music and youth culture to woo Gen Z voters ahead of upcoming electoral processes.
In a departure from traditional civic education methods, IEBC officials in the county have partnered with local artists and influencers to organize youth-focused events that blend voter registration drives with live performances, DJ sets, and interactive sessions designed to resonate with younger audiences. The initiative seeks to address the persistently low voter registration numbers among Kenyans aged 18 to 35, a demographic that has historically shown lower turnout compared to older age groups.
By tapping into youth culture, IEBC officials hope to reverse this trend and increase participation among younger voters, many of whom have expressed disillusionment with the political process or cited lack of information as a barrier to registration. The Kirinyaga pilot program, if successful, could serve as a model for similar outreach efforts in other counties ahead of future elections.
The events, held in public spaces including markets, open fields, and entertainment spots across Kirinyaga, feature popular local musicians performing original songs and remixes that incorporate voter education messages. Between performances, IEBC staff set up mobile registration booths, assisted by youthful volunteers who engage their peers in conversations about the importance of registering to vote and participating in elections.
One of the standout tracks being used in the campaign, performed by a Kirinyaga-based artist, features lyrics in both Kiswahili and Kikuyu that encourage young people to register, know their polling stations, and view voting not as a chore but as an opportunity to shape their own future. The song has gained traction on local radio stations and social media platforms, further amplifying the commission’s outreach.
“We realized that the traditional methods of going to chief’s barazas or sending out press releases were not reaching young people where they are,” said a senior IEBC official in Kirinyaga who spoke on condition of anonymity. “Young people are on social media, they are in entertainment spots, they are listening to music. So we decided to meet them there.”
The initiative has been met with enthusiasm by many young residents, some of whom had never registered to vote despite being eligible for multiple election cycles. At a recent event in Kerugoya town, dozens of young people lined up to register after being entertained by local artists, with many citing the relaxed, non-intimidating atmosphere as a key factor in their decision to participate.
“I had never really understood why I needed to register, and honestly, no one had ever made it feel important to me,” said Mercy Wanjiku, a 22-year-old university student who registered at one of the events. “But coming here, hearing music that speaks to me, and having people my age explain things in a way that makes sense—it changed my mind.”
The Kirinyaga initiative reflects a broader recognition within the IEBC of the need to innovate in order to engage a generation that consumes information differently and has grown increasingly skeptical of traditional political institutions. With Kenya’s population overwhelmingly young—more than 75 per cent of Kenyans are under the age of 35—the electoral commission faces an urgent imperative to connect with this demographic or risk a continued decline in youth voter participation.
Data from past elections has shown that while youth constitute the largest bloc of eligible voters, their actual turnout has lagged significantly behind older voters. Factors cited in studies include lack of civic education, feelings of alienation from political leaders, logistical barriers such as distance to registration centers, and a perception that voting does not lead to tangible change.
The music-based outreach in Kirinyaga is designed to address several of these barriers simultaneously. By bringing registration services directly to spaces where young people congregate, the commission eliminates logistical hurdles. By embedding voter education within familiar cultural formats, it reduces intimidation and makes the information more accessible. And by framing voting as an act of empowerment rather than a routine civic duty, it seeks to challenge the disillusionment that keeps many young people away from the ballot box.
Local leaders have welcomed the initiative, with some calling for it to be scaled up across the country. Kirinyaga Governor Anne Waiguru, who has made youth engagement a pillar of her administration, praised the IEBC for thinking creatively about how to reach young voters.
“When young people see themselves reflected in the process—when they feel that someone is speaking their language, literally and figuratively—they are more likely to participate,” Waiguru said during a recent event. “This is exactly the kind of innovation we need.”
The IEBC has indicated that it will evaluate the impact of the Kirinyaga pilot before deciding whether to expand the approach to other counties. Early indicators, including registration numbers at the music events and social media engagement metrics, have been encouraging, officials say.
As Kenya prepares for the next electoral cycle, the commission’s ability to successfully engage Gen Z voters could have significant implications for voter turnout and the representativeness of the electorate. For now, in Kirinyaga, the sound of voter registration is being accompanied by the beat of local music—a combination that may prove to be a winning formula for reaching a generation that has long been difficult to reach.
