Celebration of creativity as Johnny Walker partners with Trace Awards and Summit 2025

Leading Scotch whiskey brand Johnnie Walker has partnered with the Trace Awards and Summit 2025.
This landmark event, set for February 24–26, this year 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.
The Trace Awards and Summit 2025 will celebrate African music and talent across 24 categories, with Johnnie Walker sponsoring two key awards: Song of the Year and Best Newcomer.
This congress 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, deejays, producers, and industry stakeholders from across Africa and the diaspora.
Representing Kenya, Bien Aime Barasa stands out as the only nominee in the Best Artiste – Eastern Africa category, showcasing Kenya’s vibrant contribution to the global music scene.
“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,” said EABL Spirits Portfolio head of marketing Jean Okech-Nyawara.
In the lead-up to the event, another key highlight will be the Trace Awards Tour, which will visit major African cities, including Nairobi.
The tour will offer live performances and meet-and-greet opportunities with nominated artistes. In Kenya, the event, set for end of this month will serve as a preamble 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.