NCBA’s Bold Bet On Creativity: Why Banking On Talent is Kenya’s Next Growth Frontier

Kenya’s creative economy is at an inflection point. It already contributes about 5.3% to the nation’s GDP—roughly KSh110 billion—and sustains more than 300,000 entrepreneurs. Yet, despite this dynamism, the sector remains underfunded, under-structured, and undervalued.

Only 5% of Kenyan artists consistently earn royalties, according to the Music Copyright Society of Kenya (MCSK, 2022). For too long, creativity has been celebrated as entertainment but rarely recognized as a serious business.

It is against this backdrop that NCBA’s partnership with renowned music producer Motif Di Don to launch ELEV8 LIVE Studio powered by NCBA deserves attention. More than a corporate sponsorship, this initiative is a statement: Kenya’s cultural scene is not peripheral to economic growth; it is central to it.

Why Finance Matters in the Arts

Creative professionals often face what bankers call the “3 Cs of Banking”—capacity, character, and collateral. Many artists have not registered formal businesses, making them invisible to traditional financial systems.

Social biases also persist, with professions like medicine, law, and engineering viewed as more credible than artistry. On top of that, most young creatives lack conventional collateral like land, vehicles, or property deeds.

The result? Brilliant ideas and talents are suffocated by a lack of access to finance. This gap has stunted the growth of one of Kenya’s most globally scalable exports: music.

And yet, the numbers tell a different story. The global music industry is projected to reach $153 billion by 2030, with streaming alone expected to contribute over 65% of revenues. Beyond performances and streaming, music assets—publishing rights, licensing, and masters—are increasingly being recognized as investment vehicles. For Kenya, this is a golden opportunity.

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ELEV8 LIVE: Beyond a Studio, a New Mindset

ELEV8 LIVE Studio is designed to flip the script. By combining financial and non-financial support, NCBA is doing more than helping young musicians record their next hit. It is equipping them with the tools to structure their businesses, access mentorship, and prepare for long-term sustainability.

“This is more than a music studio,” NCBA said when the studio was being unveiled. “It’s a platform to empower youth, build capacity, and reshape perceptions around the creative economy. We want to prove that creativity is not just passion—it’s business.”

In essence, NCBA is piloting a model where financial institutions don’t just lend but also mentor, incubate, and co-create solutions with entrepreneurs in non-traditional industries. This is innovation in banking at its best.

The ELEV8 LIVE Studio also dovetails with NCBA’s broader sustainability commitments, which include 15 pledges such as planting 10 million trees by 2030 and channeling KSh30 billion into green and sustainable financing. Central to this vision is youth empowerment—through skills, mentorship, and financial inclusion.

And it doesn’t stop at music. NCBA has extended its support into stand-up comedy, theatre, film, visual arts, and even golf monetization for amateurs and professionals. This holistic approach signals that NCBA is not treating the creative economy as charity, but as a legitimate growth sector worthy of serious investment.

The truth is, the creative economy is not a fringe indulgence; it is a growth engine waiting to be unlocked. And with initiatives like ELEV8 LIVE Studio, NCBA is showing that when institutions back talent with capital, mentorship, and structure, they don’t just elevate individuals—they elevate a nation.

Read Also: How NCBA Is Driving Value-Chain Financing In Kenya