Kenya’s young creatives and athletes are increasingly proving that talent can be more than a passion; it can become a profitable and sustainable career. From music studios to golf courses, a growing movement is redefining how young people earn a living by combining creativity, discipline and financial knowledge.
During an interview on Capital FM’s The Jam with June & Martin, NCBA Group shared how it is helping transform talent into viable businesses through mentorship, financial inclusion and strategic partnerships.
According to NCBA Group Director of Marketing, Communications and Citizenship, Nelly Wainaina, the initiative was inspired by the belief that everyone deserves a financially empowered future.
“The creative economy contributes about five per cent of Kenya’s GDP. That is a significant sector that deserves investment, financing and recognition,” she said.
From Raw Talent to Bankable Assets
One of the biggest challenges facing young creatives is access to finance. Many artists possess remarkable skills but lack traditional collateral required by financial institutions.
NCBA is now exploring ways of recognising talent itself as an economic asset that can eventually unlock financing opportunities.
The bank believes musicians, filmmakers, designers, golfers, and athletes should be able to commercialise their skills and intellectual property rather than rely solely on physical assets such as land or buildings to access credit.
Beyond financing, the programme equips participants with financial literacy skills to help them manage earnings, invest wisely and build wealth beyond their active careers.
Music Beyond the Microphone
Music producer and Elev8 founder Motif Di Don said many talented artists fail not because they lack creativity, but because they do not understand the business side of music.
Through NCBA Elevate, more than 30 emerging musicians have received production support alongside practical lessons on contracts, publishing rights, royalties and split sheets, the agreements that determine how revenue from a song is shared among creators.
These skills are helping young artists protect their work while positioning themselves for commercial success.
Motif also reflected on receiving an invitation to join the Recording Academy, describing it as a milestone that demonstrates how structured support can open international opportunities for Kenyan creatives.
The programme is also giving upcoming artists access to professional recording facilities and mentorship that many would otherwise struggle to afford.
Backing Champions Beyond the Fairway
Professional golfer and NCBA brand ambassador Njoroge Kibugu offered another example of how institutional support can shape young careers.
At only 22, Kibugu says NCBA has not only supported his sporting ambitions but also introduced him to financial planning and investment strategies that will secure his future long after competitive golf.
His relationship managers encourage him to think beyond prize money by building investments early, balancing risk and planning for long-term financial independence.
The golfer says feeling part of a supportive family has strengthened his confidence as he continues competing internationally.
Mentorship Driving Lasting Impact
The conversation also highlighted mentorship as a critical ingredient in youth empowerment.
Whether in music or sports, experienced professionals are helping young people navigate industries that often appear difficult to enter. They are opening doors, sharing lessons and creating pathways that extend beyond talent alone.
Guided by its Ubuntu philosophy, “I am because we are”, NCBA believes business success is closely linked to community progress.
