Johnnie Walker has announced its partnership with the Trace Awards and Summit, scheduled for February 24–26, 2025, at the Mora Zanzibar Resort. This prestigious event will celebrate the transformative power of Afro music and culture, a vital part of Uganda’s rich creative heritage and its growing influence on the global stage.
Johnnie Walker revealed that this collaboration not only highlights the undeniable impact of African music worldwide but also embodies the brand’s commitment to championing emerging talent.
The Trace Awards and Summit 2025 will spotlight African music and talent across 24 categories, with Johnnie Walker proudly sponsoring the Best Newcomer and Song of the Year awards. Beyond the awards, the event will feature a two-day summit filled with creative discussions, masterclasses, and panel sessions on Africa’s creative industries, technology, and branding.
Attendees will include artistes, managers, DJs, producers, and industry stakeholders from across Africa and the diaspora. Representing Uganda with pride, Joshua Baraka stands as the nation’s sole nominee in the Best Artist – Eastern Africa category. He will compete alongside regional powerhouses such as Tanzania’s Diamond Platnumz, Harmonize, Marioo, and Zuchu, as well as Ethiopia’s Rophnan and Kenya’s Bien.
In the lead-up to the event, the Trace Awards Tour will visit major African cities, including Kampala, featuring live performances and meet-and-greet opportunities with nominated artistes. This showcase will offer an intimate glimpse into the creative spirit driving African music and culture, fostering cultural exchange and building anticipation for the awards.
Through this partnership, Johnnie Walker and Trace will deliver immersive luxury activations t, offering guests exclusive experiences that highlight the brand’s heritage while celebrating Africa’s cultural vibrancy.
Commenting on the partnership, Catherine Ndungu, Marketing Director at Uganda Breweries Limited (UBL), stated that the collaboration with Trace is a celebration of Africa’s boundless energy and creativity.
“At Johnnie Walker, we believe in walking with the bold—those who dare to dream and redefine boundaries. By partnering with the Trace Awards and Summit, we are not only spotlighting exceptional talent but also reinforcing our commitment to elevating African creativity to global heights,” she noted.
Christine Kyokunda, Johnnie Walker Uganda Brand Manager, echoed this sentiment, emphasizing that the collaboration with Trace is a tribute to the brilliant talent thriving across the continent.
“Johnnie Walker is synonymous with celebration, and this partnership reflects the bold steps these creatives take on their journeys to success. As they keep walking, we’re here to celebrate every milestone with them. This is about progress, bold moves, and creating lasting memories,” she remarked.
The Trace Awards and Summit is an annual event that honors outstanding achievements in African music while inspiring future generations of artistes.
