Johnnie Walker leads the charge in unlocking Africa’s music economy at the 2025 Trace Music Awards
Dar es Salaam. As the Platinum Partner of the 2025 Trace Music Awards, Johnnie Walker played a key role in driving discussions on the future of African music. Ahead of the awards, industry leaders, artists, and key stakeholders gathered for a two-day summit focused on harnessing the economic potential of African music and expanding its global reach.
Discussions at the summit emphasized the importance of strategic partnerships, revenue generation, and artist empowerment in creating a sustainable and thriving industry. The event underscored the need for collaboration and innovation to unlock Africa’s creative economy and drive long-term success.
African music ownership and the battle for cultural IP in a global market
Anne Joy Michira, Marketing and Innovations Director for Diageo South, West, and Central Africa, stressed the need for African artists to take control of their brands, contracts, and financial strategies.
“Success isn’t just about talent. It hinges on knowing your worth, understanding your audience, and negotiating the right deals,” she said.
Through the TRACE Summit, Johnnie Walker provided artists with essential tools to build sustainable careers, leveraging data analytics, brand partnerships, and smart business strategies. African artists were encouraged to see themselves as entrepreneurs, making informed decisions about their intellectual property and financial future.
The $1 Billion Question: How to attract investment in African music
Obinna Anyalebechi, Managing Director of Serengeti Breweries Limited, a Diageo company, opened the summit by highlighting the immense potential of Africa’s music industry. While African music is experiencing exponential growth, transforming it into a billion-dollar economy requires investor confidence and strategic collaborations.
“Investors need to see the industry’s long-term profitability. The right partnerships between artists, brands, and distributors will determine whether African music reaches its full financial potential,” he said.
Johnnie Walker is playing a leading role in fostering these partnerships, ensuring that African talent is not only celebrated but also financially empowered. Strategic brand collaborations allow artists to access global platforms, generate sustainable revenue, and build long-term careers beyond viral success.
The power of African music in driving tourism and economic growth
Ifeoma Agu, Group Head of Culture, Influencers, and Advocacy for Diageo South, West, and Central Africa, explored how African music serves as a catalyst for economic development.
“Our music isn’t just shaping culture; it’s shaping economies. From festivals drawing global audiences to international collaborations creating new markets, the industry is a powerful driver of growth,” she noted.
African music is fueling tourism, job creation, and cross-border trade. However, for the industry to reach its full potential, stakeholders must adopt a business-first mindset. Initiatives such as the TRACE Summit, with support from Johnnie Walker, are key in equipping artists and industry leaders with the knowledge and resources needed to navigate this transformation successfully.
The road ahead for African Music
As the summit concluded, discussions centered on the future of African music. Industry leaders agreed that African music is no longer just a cultural phenomenon but a significant economic force. With the right investments, strategic branding, and global industry collaborations, the future of African music is promising.
Johnnie Walker reaffirmed its commitment to championing African creativity, amplifying Africa’s rising talents, and investing in initiatives that promote Afroculturism.
The 2025 TRACE Awards & Summit demonstrated that African music is not just a global trend—it is an economic powerhouse. By bridging gaps between artists, brands, and investors, the summit paved the way for a financially sustainable and globally competitive African music industry. With Johnnie Walker leading the charge, the journey towards unlocking Africa’s billion-dollar music economy looks brighter than ever.
