Nairobi, February 3, 2025 – The entertainment industry came together to celebrate music, culture and artistic excellence at the Trace Music Awards Tour in Kenya. The event, organised by Johnnie Walker, the headline sponsor for the Trace Music Awards Summit and Awards 2025, in partnership with Trace and Airtel Africa, was held to honour celebrated artist Bien Aime, the sole Kenyan nominee in the prestigious Best Artist – Eastern Africa category at the upcoming Trace Music Awards.
The exclusive event brought together key players in the entertainment industry, including renowned artistes, influential content creators, and media personalities who enjoyed an electrifying atmosphere filled with vibrant music and an exquisite drinks experience, with expertly crafted Johnnie Walker cocktails enhancing the vibe and overall experience.
Speaking at the event, Alvin Mbugua, General Manager, Spirits, EABL, reaffirmed the brand’s long-standing commitment to supporting the creative economy in Africa. He emphasised how Johnnie Walker aligns with artistic progress and is dedicated to championing African creativity on the global stage.
“At EABL, we recognise that supporting this industry goes beyond sponsorship; it is about creating sustainable opportunities and platforms where talent can thrive. Through Johnnie Walker, we continue to invest in live events and artistic collaborations, ensuring that African creativity reaches new heights. In line with this vision, we are excited to announce the launch of the Johnnie Walker Afro-Exchange initiative in 2025. This unique platform will unite African talents across music, art, and fashion, fostering co-creation and collaboration while expanding Africa’s influence on the global creative landscape,” said Alvin.
Danny Mucira, Managing Director, Trace Eastern Africa, highlighted the importance of platforms such as the Trace Music Awards Tour in recognising and celebrating African artists.
“We are proud to witness the continuous growth of African artistes on the global stage. Events like these reaffirm our commitment to providing platforms where artistes can shine, collaborate, and expand their reach. Bien Aime’s nomination is a testament to the exceptional talent coming out of this region, and we are honoured to celebrate his journey with the industry,” said Danny.
The evening was a true testament to the power of music in bringing people together, highlighting the immense talent within Kenya and Africa at large, and paving the way for greater recognition of African artistes on the global stage.
The Trace Awards and Summit is an annual event honouring outstanding achievements in African music and inspiring future generations of artistes.
The 2025 edition will celebrate African music and talent across 24 categories, with Johnnie Walker proudly sponsoring two key awards: ‘Song of the Year’ and ‘Best Newcomer.’ The event will also feature a two-day summit, bringing together creative discussions, masterclasses, and panels focused on Africa’s creative industries, technology, and branding. Attendees will include artistes, managers, DJs, producers, and industry stakeholders from across Africa and the diaspora.
