Johnnie Walker, the renowned Scotch whisky brand, has announced a partnership with the Trace Awards and Summit 2025, underscoring its commitment to celebrating African creativity and culture. The event is scheduled to take place from February 24 to 26, 2025, at the Mora Zanzibar Resort in Zanzibar.
The Trace Awards and Summit 2025 aim to honor African music and talent across 24 categories. As part of this collaboration, Johnnie Walker will sponsor two significant awards: Song of the Year and Best Newcomer. The summit will feature a two-day conference with discussions, masterclasses, and panels focusing on Africa’s creative industries, technology, and branding. Attendees will include artists, managers, DJs, producers, and industry stakeholders from across Africa and the diaspora.
In the lead-up to the main event, the Trace Awards Tour will visit major African cities, including Nairobi. This tour will offer live performances and meet-and-greet opportunities with nominated artists, serving as a prelude to the main awards ceremony. In Kenya, the event will bring together the local music community to celebrate nominees from Kenya and East Africa, highlighting the rich spirit of Kenyan music culture.
Jean Okech-Nyawara, EABL Spirits Portfolio Head of Marketing, emphasized the significance of this partnership, stating, “The Trace Awards and Summit 2025 are more than an event; they are a celebration of the incredible talent and innovation coming out of Kenya and Africa. As Johnnie Walker, we are honored to play a part in elevating these voices and showcasing the power of progress through platforms that inspire and empower.”
This collaboration between Johnnie Walker and the Trace Awards and Summit 2025 highlights a shared dedication to recognizing and promoting African creativity, providing a platform for artists to showcase their talents on a global stage.
