According to recent data released by Stats SA 2025/2026 data, youth unemployment remains one of the country’s most pressing challenges. Each year, thousands of graduates enter the market with qualifications but limited access to formal employment pathways. It is within this context that investment in alternative economic sectors, including the creative economy, becomes increasingly critical.

The creator economy, which includes music, digital content, design, performance, and cultural entrepreneurship, is quickly becoming a real way for young South Africans to earn money. From independent artists and producers to online content creators and event organisers, young people are building businesses outside traditional corporate paths. But even though creativity is strong, financial support and recognition for this sector have often been lacking. Through initiatives linked to the partnership, young creatives will gain access to financial literacy support, guidance on managing income and building credit, and tailored financial solutions that address the realities of irregular earnings and entrepreneurial growth.

AMPD, a world class music recording, video, gaming and podcasting studio in Newtown, Johannesburg, has become a lively, creative space where young artists, producers, and digital creators grow their skills and get real exposure.

This partnership with AMPD is one of the ways Absa is supporting young people. It links to the bank’s All In youth campaign and competition, which inspires young South Africans to fully commit to their ambitions, from studying and starting businesses to innovating and creating.