– The Trace Awards and Summit 2025 will celebrate African music and talent across 24 categories, with Johnnie Walker proudly sponsoring two key awards: ‘Song of the Year’ and ‘Best Newcomer.’
– Representing Kenya, Bien Aime stands out as the sole nominee in the Best Artist – Eastern Africa category.
Nairobi, January 24, 2025 – Johnnie Walker, the world’s No.1 Scotch whisky brand, is proud to announce its partnership with the Trace Awards and Summit 2025. This landmark event, set for February 24–26, 2025 at the Mora Zanzibar Resort, celebrates the transformative power of Afro music and culture – a vital part of Kenya’s rich creative heritage, and its growing influence on the global stage.
As African-inspired music continues to captivate audiences worldwide, this partnership reflects Johnnie Walker’s unwavering belief in the bold spirit and the unstoppable energy of African creativity. Additionally, the collaboration not only celebrates the undeniable influence of African music on the global stage but also embodies the brand’s commitment to championing emerging talent.
The Trace Awards and Summit 2025 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 artists, managers, DJs, producers, and industry stakeholders from across Africa and the diaspora.
Representing Kenya, Bien Aime stands out as the only nominee in the Best Artist – Eastern Africa category, showcasing Kenya’s vibrant contribution to the global music scene.
Commenting on the partnership, Jean Okech-Nyawara, Head of Marketing – Spirits Portfolio at EABL, said: “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 honoured to play a part in elevating these voices and showcasing the power of progress through platforms that inspire and empower.”
Alvin Mbugua, General Manager – Spirits, EABL, added: “At Johnnie Walker, we believe that creativity and progress go hand in hand. This partnership with Trace allows us to celebrate the bold African voices driving global music trends while inspiring future generations to dream big and walk boldly. We are excited to raise the bar for African creatives by giving talented artists a platform to showcase their work while offering fans immersive and unforgettable experiences.”
In the lead-up to the event, another key highlight will be the Trace Awards Tour, which will visit major African cities, including Kenya. The tour will offer live performances and meet-and-greet opportunities with nominated artists. In Kenya, the event, set for January 30, 2025, will serve as a pre amble to the main awards ceremony. It will bring together the Kenyan music community to celebrate the nominees from Kenya and East Africa, while honouring the rich spirit of Kenyan music culture. This showcase will offer an intimate look at the creative energy driving African music and culture, promoting cultural exchange and building anticipation for the awards.
Through this partnership, Johnnie Walker and Trace will deliver immersive luxury activations during the Trace Awards and Summit, offering guests experiences that highlight the brand’s heritage while celebrating Africa’s cultural vibrancy.
The Trace Awards and Summit is an annual event honouring outstanding achievements in African music and inspiring future generations of artists.
