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 Uganda’s ’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 spotlight African music and talent across 24 categories, with Johnnie Walker proudly powering the Best Newcomer and Song of the Year categories. This celebration extends beyond awards to a two-day summit filled with creative discussions, masterclasses and panels on Africa’s creative industries, technology and branding. Attendees will include artistes, managers, DJs, producers, and industry stakeholders from across Africa and its diaspora.
Representing Uganda with pride, Joshua Baraka shines as the nation’s sole nominee in the Best Artist – Eastern Africa category. He stands shoulder to shoulder with regional powerhouses, including Tanzania’s Diamond Platnumz, Harmonize, Marioo and Zuchu, plus Ethiopia’s Rophnan and Kenya’s Bien.
Commenting on the partnership, Catherine Ndungu Marketing Director, Uganda Breweries Limited (UBL) said: “This collaboration with Trace is a celebration of the boundless energy and creativity that defines Africa. 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.”
Christine Kyokunda, the Johnnie Walker Uganda Brand Manager remarked 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.”
In the lead-up to the event, another key highlight will be the Trace Awards Tour, which will visit major African cities, including Kampala, offering live performances and meet-and-greet opportunities with nominated artistes. This showcase will provide 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 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 artistes.
