Johnnie Walker Amplifies African Talent at the Continent’s Biggest Music Celebration

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Music has the power to move, inspire, and bring communities together. Now, with Johnnie Walker stepping into the spotlight as an official sponsor of the Trace Music Awards & Summit, 2025 -Africa’s premier music celebration, the brand is reaffirming its commitment to culture, creativity, and progress.

The Trace Music Awards & Summit stands as a beacon for African music, uniting the continent’s most influential artists, industry leaders, and fans in a vibrant showcase of talent and innovation. This year, Johnnie Walker’s partnership with the event brings an elevated experience to the summit, ensuring that the rhythm of African music continues to inspire and empower generations.

“Johnnie Walker has always been synonymous with progress and pushing boundaries,” says Ifeoma Agu, Group Head of Culture, Influencer & Advocacy at Diageo South, West & Central Africa. “Partnering with the Trace Music Awards & Summit is a natural extension of our mission to celebrate African excellence and provide a platform for emerging and established artists to showcase their craft on a global stage.” “African music is leading the way and shaping global soundscapes; our beats are dominating the charts, and our culture is setting the pulse of the world” Agu states. She further added that “As the world embraces Afro-culturism, Johnnie Walker through this partnership reinforces its role in culture as the Afrocentric collaborator in creating new experiences for the creative economy, celebrating its commitment to championing Africa’s ever-rising talents and inspiring the new generation to push boundaries and “Keep Walking” with unmatched authenticity and creativity. The Trace Award & Summit is not just about the stars on stage but about every African who has taken a bold step forward, who has dared to create, innovate, and inspire. The world is finally paying attention, and Johnnie Walker is here to amplify that momentum because when Africa walks, the world moves.”

Championing African Creativity and Excellence

The Trace Music Awards & Summit not only recognizes the best musical talent across Africa but also serves as a catalyst for industry growth, sparking conversations around music, business, and cultural influence. Through this partnership, Johnnie Walker is introducing exclusive experiences designed to elevate the celebration of African music and its impact worldwide.

Africa’s music industry has been experiencing significant growth in recent years. In 2021, the industry was valued at $343 million and is projected to reach $500 million by 2025 and beyond. Partnerships like this allow for the acceleration of this growth through further empowering the sector and spotlighting African talent to the globe.

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Beyond the entertainment, Johnnie Walker is committed to empowering the next generation of African artists and industry leaders. As part of its commitment to the creative economy, the brand will be launching an experiential platform tagged “Johnnie Walker Afro-Exchange”, a platform that will unite African talents across the continent to push boundaries, enabling co-creation and collaboration in an extensive showcase of creativity in music, art and fashion to expand Africa’s footprint on the global creative landscape”.

A Legacy of Moving Culture Forward

Johnnie Walker’s presence at the Trace Music Awards & Summit is more than just a sponsorship—it’s a celebration of African resilience, creativity, and influence on the global stage. The brand has long championed cultural movements that inspire progress, and this partnership solidifies its role in shaping the future of African entertainment.

“As African music continues to captivate the world, it’s crucial that we support and amplify the voices that are driving the culture forward,” adds Ifeoma Agu. “At Johnnie Walker, we believe in the power of music to create change, to connect, and to inspire. Our involvement in the Trace Music Awards & Summit is a testament to our belief in African talent and our commitment to ensuring that the world takes notice.”

As the Trace Music Awards & Summit unfolds, music lovers across the continent and beyond can look forward to an unforgettable celebration that champions the relentless spirit of African artistry and raise a toast to the great strides taken by African Artistes to put Africa on the global map. With Johnnie Walker leading the charge, the message is clear: Africa’s sound is global, and the future of music is bold, dynamic, and unstoppable.