Ten Kenyan content creators have received sponsorship from NCBA Group to join the inaugural Creative Economy 101 programme, a new initiative designed to equip Africa’s creative talent with the business skills needed to build sustainable enterprises.
The sponsorship, announced during the programme’s launch in Nairobi on Thursday, is being offered through NCBA’s Elev8 programme and supports the first cohort of the initiative developed by The Burns Brothers in partnership with Strathmore University Business School under the newly established Creative Economy Africa Institute.
The self-paced online programme, certified by Strathmore University Business School, consists of seven modules covering entrepreneurship, intellectual property, finance, business growth and the wider creative economy ecosystem. Organisers say it was developed to bridge the gap between creative talent and business knowledge, enabling artists and creators to transform their ideas into scalable ventures.
Speaking during the launch, Nelly Wainaina, Group Director for Marketing, Communications and Citizenship at NCBA Group, said creators should be recognised as entrepreneurs capable of driving economic transformation.
“At NCBA, we believe creators are entrepreneurs, innovators, and business builders whose ideas have the power to create jobs and drive economic growth. Through our Elev8 programme, we are proud to support ten creators to participate in Creative Economy 101 and gain access to the skills, knowledge, and networks that will help them grow their enterprises. Supporting the creative economy is not only an investment in talent, but also an investment in Africa’s economic growth,” she said.
She noted that financial institutions have a critical role to play in expanding access to entrepreneurial education and unlocking opportunities for creative businesses across the continent.
The programme is the first initiative under the Creative Economy Africa Institute, which aims to strengthen Africa’s creative industries through education, research, entrepreneurship, innovation and policy engagement.
According to Mike Burns, President and Founding Partner of The Burns Brothers, Africa’s future economic growth will increasingly depend on the value of its creativity and intellectual property.
“The launch of Creative Economy 101 represents the first step in realising the vision of the Creative Economy Africa Institute. Africa’s greatest export over the coming decades will be its creativity, culture, innovation, intellectual property and human potential. Creative Economy 101 is the first of many initiatives we will launch through the Institute as we work to build the knowledge, partnerships and ecosystems required to unlock the full value of Africa’s creative economy, helping creators build sustainable businesses and generate long-term economic value,” Burns said.
The programme combines lessons from entrepreneurs, business leaders and industry experts, giving participants practical knowledge on business management while exposing them to networks that can support growth and investment.
Dr. Caesar Mwangi, Executive Dean of Strathmore University Business School, said Africa’s creative sector remains one of the continent’s most underutilised economic assets and requires deliberate investment in skills and leadership.
“The creative economy is one of Africa’s most significant untapped economic opportunities. Through the Creative Economy Africa Institute and programmes such as Creative Economy 101, we are combining academic excellence with practical industry expertise to develop leaders, strengthen ecosystems and generate the knowledge needed to build a more competitive and inclusive creative economy across the continent,” he said.
Organisers also highlighted the growing need for schools and higher learning institutions to prepare young people for careers in emerging creative industries, saying education systems must evolve alongside changing workforce demands.
The Creative Economy Africa Institute, established by The Burns Brothers and Strathmore University Business School, seeks to work with governments, universities, investors, businesses and development partners to position Africa as a global leader in the creative economy through research, policy, innovation and entrepreneurship.
