NCBA joined forces with renowned Kenyan music producer Motif Di Don to launch ELEV8 LIVE Studio powered by NCBA, a platform designed to discover, mentor, and elevate new music talent across the country, placing NCBA at the heart of Kenya’s thriving cultural scene.

The creative economy already contributes an impressive 5.3% to Kenya’s GDP, about KSh110 billion, while employing more than 300,000 entrepreneurs. Yet despite this vibrancy, the sector remains heavily underfunded and under-structured.

Only 5% of Kenyan artists earn consistent royalties, according to the Music Copyright Society of Kenya (MCSK, 2022). Barriers such as a lack of financing, inadequate industry frameworks, and minimal policy support continue to stifle growth.

Music, however, presents a unique opportunity. Universally resonant and commercially scalable, it is a key gateway for Kenyan creatives to tap into global markets. The worldwide music industry is projected to hit $153 billion by 2030, with streaming alone accounting for more than 65% of revenues.

Beyond entertainment, music assets such as publishing rights and masters are increasingly being recognized as valuable investment vehicles. For Kenya, this represents a chance to nurture talent while positioning its artists to participate in a lucrative global industry.

Yet, creatives often run into what NCBA calls the “3 Cs of Banking”: capacity, character, and collateral. Many have not registered their businesses, making it difficult to access credit. Society still undervalues creative professions compared to traditional careers like law, medicine, or engineering, which affects how bankers assess their viability. To complicate matters further, young artists rarely have traditional collateral such as land, buildings, or vehicle logbooks.

ELEV8 LIVE Studio is designed to change this narrative. By providing both financial and non-financial support, NCBA aims to mentor upcoming musicians, help them structure their businesses, and prepare them for long-term sustainability. The initiative is also a testing ground for innovative financial products tailored specifically for creatives—a market long ignored by mainstream banks.

“This is more than a music studio,” an NCBA representative noted. “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.”

The studio forms part of NCBA’s broader sustainability commitments, which include 15 pledges ranging from planting 10 million trees by 2030 to investing KSh30 billion in green and sustainable financing. Youth empowerment, especially through targeted mentorship and skills-building, is central to these commitments.

Beyond music, NCBA has already extended its footprint into other creative spaces. The bank supports initiatives such as the Stand-Up Comedy Collective, the Affordable Art Show, golf monetization for professionals and amateurs, and a wide array of cultural, film, and theatre sponsorships. By positioning itself as a financier and enabler of creativity, NCBA is gradually weaving the arts into its sustainability agenda.

With ELEV8 LIVE Studio, NCBA is not only elevating Kenya’s musical talent but also sparking a broader conversation about the role of finance in cultural transformation. By tackling long-standing barriers and investing in the dreams of young artists, the bank is rewriting the story of how institutions can champion creativity while driving sustainable economic growth.