NCBA Bank has partnered with renowned Kenyan music producer Motif Di Don to launch ELEV8 LIVE Studio powered by NCBA, a platform aimed at discovering, mentoring, and scaling emerging music talent in Kenya.
This initiative marks NCBA’s bold entry into the creative economy, aligning with its sustainability commitments to empower youth and foster economic growth.
Tapping into Kenya’s creative potential
Kenya’s creative economy contributes 5.3 per cent to the nation’s GDP, approximately Ksh 110 billion, and supports over 300,000 entrepreneurs.
However, challenges like limited access to finance, weak industry structures, and poor policy implementation hinder growth. Only 5 per cent of Kenyan artists earn consistent royalties, according to the Music Copyright Society of Kenya (MCSK, 2022).
NCBA’s ELEV8 LIVE Studio addresses these barriers by offering financial and non-financial support to up-and-coming artists, helping them navigate the “3 Cs” of banking: capacity, character, and collateral.
Why music matters?
With the global music industry projected to reach $153 billion by 2030 (Goldman Sachs, 2023) and streaming accounting for over 65 per cent of revenues (IFPI, 2023), music is a universal art with immense scalable potential.
ELEV8 LIVE Studio positions Kenyan artists to tap into opportunities in streaming, licensing, and live events while exploring music assets like masters and publishing rights as viable investment vehicles.
A holistic approach to empowerment
Through ELEV8 LIVE Studio, NCBA provides tailored mentorship and skills-building for young creatives, aligning with its broader sustainability goals.
The bank is also developing innovative financial products to address the unique needs of the creative sector. Beyond music, NCBA supports stand-up comedy, affordable art shows, gomonetisation, and sponsorships in music, film, theatre, cultural events, health, and innovation.
NCBA’s sustainability vision
ELEV8 LIVE Studio is part of NCBA’s 15 sustainability commitments, which include growing 10 million trees, mobilising Ksh 30 billion in green financing, and reducing emissions by 50 per cent by 2030.
The bank also aims to empower communities through youth mentorship, women’s inclusion, and regional sports development, reinforcing its “Change the Story” mission.