FirstBank Nigeria has reaffirmed its commitment to the growth of Africa’s creative industry by investing in talent development and supporting artistic innovation through its FirstArts initiative.
The bank recently sponsored Prideland, a three-part musical production staged as part of the 50th anniversary celebrations of Eko Hotels and Suites, underscoring its commitment to promoting artistic expression and preserving African culture.
Speaking after the performance, the Director of Sales and Marketing at Eko Hotels and Suites, Dr. Iyadunni Gbadebo, described FirstBank’s support as a critical investment that has helped nurture creative talents and sustain theatre productions.
‘Theatre is very expensive, and it takes bold, Afrocentric and culturally conscious brands to invest in it. The investment is not just in theatre but in the lives and future of the artists,’ she said.
According to Gbadebo, FirstBank has consistently provided a platform for creatives to showcase their talents while contributing to the preservation of Africa’s rich cultural heritage.
She noted that the creative industry remains one of Africa’s strongest cultural exports, adding that Eko Hotels has deliberately transformed its stages into world-class theatres to support the growth of performing arts.
‘Theatre is one of the most prestigious and culturally profound ways of documenting African culture and legacy. We are intentional about ensuring our productions meet the highest standards of excellence,’ she added.
The production’s Creative Director, Ice Nweke, also praised the bank for its unwavering support for the arts, saying the musical would not have been possible without FirstBank’s backing.
‘FirstBank has always demonstrated that it believes in authentic art that speaks to people. Without its support, this production would not have happened,’ he said.
Nweke explained that Prideland was designed to promote values such as love, sacrifice, family and the importance of listening to wise counsel.
He also stressed the importance of continued investment in Nigeria’s creative ecosystem, noting that sustained support would encourage talented artists to build successful careers at home.
‘We are using Nigerian talent because we believe there is immense creative potential in this country. You don’t need to travel abroad to find world-class talent; we can develop and celebrate it here,’ he said.
Through FirstArts, FirstBank continues to position itself as a key supporter of Nigeria’s creative economy, providing opportunities for artists while helping to preserve and promote African culture through the performing arts.