Creativity Isn’t Just a Side Hustle: Absa Backs SA’s Next Generation of Creators

For many young South Africans, building a career no longer follows a traditional path. Instead, creativity — from music and podcasting to gaming and digital content — is becoming a real way to earn a living.

Recognising this shift, Absa Group Limited has partnered with AMPD Studios, Africa’s first fully integrated creative industry hub, to support young creatives and unlock opportunities within the fast-growing creator economy.

The partnership aims to help creators move from passion projects to sustainable businesses by providing access to financial tools, guidance on managing income, and support tailored to entrepreneurial careers.

Speaking at the launch, Thabisa Mkhwanazi, Group Managing Executive at Absa, said the collaboration reflects how young people are redefining work and income.

“Young people are building brands, monetising platforms, and creating opportunities for themselves,” she said. “Our role is to ensure they have the financial support and knowledge needed to grow sustainable businesses.”

Located in Newtown, Johannesburg, AMPD Studios has become a vibrant creative hub where musicians, filmmakers, gamers, and digital creators collaborate, develop skills, and gain industry exposure.

The initiative also forms part of Absa’s broader youth-focused efforts, including financial tools designed for students and young entrepreneurs navigating today’s evolving economy.

At a time when youth unemployment remains a major challenge in South Africa, the partnership highlights the growing importance of the creative sector — and the role it can play in shaping the country’s economic future.

As the creator economy continues to expand, one thing is clear: creativity is no longer just culture — it’s commerce.

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