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Trace Awards 2025 Tour Kicks Off with Johannesburg and Nairobi, Celebrating African Talent

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The Trace Awards 2025 Tour has officially begun, with Johannesburg and Nairobi marking the first stops on this exciting journey to celebrate Africa’s most talented artists. Powered by Johnnie Walker, the tour is set to visit key cities across Africa, highlighting the nominees across 28 categories for the prestigious music awards event scheduled to take place in *Zanzibar on February 26, 2025.

Speaking about the initiative, Ifeoma Agu FIMC, MCIM, Marketing & Innovations Director at Diageo Africa, invited fans to participate in the celebration by voting for their favorite African artists and songs, emphasizing the importance of supporting African talent. “Have you voted for your favourite African Artist or given flowers to that song on repeat on your playlist that has been nominated?” she asked.

Johnnie Walker’s Continued Support for African TalentNo alternative text description for this image

During the tour’s Q&A session, Agu spoke with Olivier Laouchez, CEO and Co-Founder of TRACE Group, about the seamless collaboration between Johnnie Walker and the Trace Awards & Summit 2025. The partnership aims to empower African artists, celebrating their contributions to global culture. “Both Johnnie Walker and Trace are committed to amplifying Africa’s creative voices, supporting the artists who are putting Africa on the world stage,” Agu stated.

 

 

invited fans to participate in the celebration by voting for their favorite African artists and songs, emphasizing the importance of supporting African talent. “Have you voted for your favourite African Artist or given flowers to that song on repeat on your playlist that has been nominated?”

A Celebration of African Culture and Diversity

The Trace Awards, which made its debut in Kigali in 2023, is now returning for its second edition in Zanzibar. This year’s awards continue to showcase the richness of African culture, diversity, and tourism, mirroring the global influence of the Grammys and the Oscars in recognizing artistic excellence.

“TRACE and Johnnie Walker are on this journey to amplify and celebrate African creativity, inspiring our artists to take bold strides, push boundaries, and keep walking,” Agu added.

With more exciting events ahead, this partnership promises to push Africa’s artistic relevance further on the global map, encouraging artists to be proud of their roots and pursue excellence.

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