GLM TEAM 
The Trace Awards 2025, proudly sponsored by Johnnie Walker, took center stage in Zanzibar, delivering an unforgettable night of music, culture, and celebration. As a champion of African creativity and progress, Johnnie Walker honored the continent’s biggest stars, recognizing the relentless passion and artistry shaping the global music scene while leading critical conversations on the future of the music industry at the Trace Summit.
With electrifying performances, emotional award moments, and an all-star lineup of celebrities, the event truly showcased the rich diversity and talent of African artists. Fans played a crucial role in determining the winners, making the awards a genuine reflection of the people’s voice.
As a brand that has long celebrated progress, creativity, and those who keep walking, Johnnie Walker proudly presented two of the night’s most coveted awards—Best Song of the Year and Best Newcomer—recognizing the artists who are shaping the future of African music.
Presented by Anne Joy Michira, Marketing & Innovations Director, Diageo South, West & Central Africa and John Musunga, Managing Director Diageo South, West & Central Africa, whose leadership in driving cultural influence and innovation aligns with Johnnie Walker’s unwavering support of African artistry. The winner of the category walked away with a $15,000 cheque and an all-expenses-paid trip to the Brand Home of Johnnie Walker in Scotland.
· Best Newcomer (Sponsored by Johnnie Walker) – Himra (Côte d’Ivoire)
- Presented by Obinna Anyalebechi, Managing Director, Serengeti Breweries Limited, Tanzania, reinforcing Johnnie Walker’s belief in uplifting emerging talent and fueling the next generation of African stars. The winner walked away with a $10,000 cheque and an all-expenses-paid trip to the Brand Home of Johnnie Walker in Scotland.
“At Johnnie Walker, we believe in celebrating those who keep walking and pushing boundaries. The Trace Awards are a testament to the relentless passion and creativity of African artists who continue to inspire the world,” said Ifeoma Agu – Group Head of Culture, Influencer and Advocacy at Diageo Southern, West and Central Africa).
Beyond the awards, Johnnie Walker’s commitment to the music industry extended to the Trace Summit, where Diageo executives took part in high-impact discussions about the future of African music and its role in economic growth.
Key Summit Contributions by Diageo Executives:
- Anne Joy Michira spoke at the “Power of African Music in Driving Tourism & Economic Growth” panel emphasizing how brands like Johnnie Walker are investing in cultural influence.
- Obinna Anyalebechi contributed to “The $1B Question: How to Convince Investors to Invest in African Music?” , reinforcing the need for strategic funding in the creative economy.
The Trace Awards 2025 brought together Africa’s biggest stars for an unforgettable night of live music. Burna Boy, Rema, Tems, Diamond Platnumz, Tyla, Asake, and Ayra Starr lit up the stage with high-energy performances that left fans in awe.
Following the milestone Johnnie Walker awards, the ceremony continued to recognize outstanding talent across various categories:
- Album of the Year – Rema – Heis
- Best Collaboration – Tamsir & Team Paiya – ‘Coup du Marteau’ (Ivory Coast)
- Best DJ – DJ Moh Green (Algeria)
- Best Music Video – Meji Alabi – Rema ‘DND’ (Nigeria)
- Best Hip Hop Artist – Didi B (Ivory Coast)
- Best Male Artist – Rema (Nigeria)
- Best Female Artist – Tyla (South Africa)
- Best Live Performance – Fally Ipupa (Democratic Republic of Congo)
- Best Producer – P.Priime – ‘MMS’ (Nigeria)
- Best Dancer – Makhadzi South Africa
- Best Global Artist – Diamond Platnumz (Tanzania)
- Best Artist (Southern Africa) – Tyler ICU (South Africa)
The Trace Awards 2025, sponsored by Johnnie Walker, were more than a celebration—they were a movement, amplifying the voices of artists shaping the future of music. With Johnnie Walker leading the charge in elevating African talent, rewarding excellence, and supporting the industry through key investments, the brand continues to champion those who Keep Walking.
Stay tuned for more exclusive content from the Trace Awards 2025, @johhniewalkerafrica on Instagram where African music continues to shine on the global stage.
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