The Kenyan entertainment industry recently came together to celebrate music, culture, and artistic excellence at the Trace Music Awards Tour. The event, held in honour of renowned artist Bien Aime, was a night to remember as it brought together key stakeholders from across Africa and the diaspora.
Bien Aime, the only Kenyan nominee in the highly coveted Best Artist – Eastern Africa category at the upcoming Trace Music Awards 2025, was the star of the evening. The event, organized by Johnnie Walker, the headline sponsor of the Trace Music Awards Summit and Awards 2025, in collaboration with Trace and Airtel Africa, highlighted the immense talent and influence of African musicians on the global stage.
The night was a grand affair, filled with electrifying performances and an unforgettable ambiance. Attendees, including top artistes, managers, DJs, producers, and media personalities, enjoyed a premium entertainment experience with expertly crafted Johnnie Walker cocktails enhancing the celebration. The event underscored the role of music in bringing people together and fostering unity across cultures.
Alvin Mbugua, General Manager, Spirits, EABL, reiterated Johnnie Walker’s unwavering support for Africa’s creative economy. “At EABL, we recognize that supporting this industry goes beyond sponsorship; it is about creating sustainable opportunities and platforms where talent can thrive. Through Johnnie Walker, we continue to invest in live events and artistic collaborations, ensuring that African creativity reaches new heights.”
In line with this vision, Mbugua announced the Johnnie Walker Afro-Exchange initiative, set to launch in 2025. This platform will unite African talents in music, art, and fashion, fostering collaboration and co-creation while expanding Africa’s influence on the global creative landscape.
Danny Mucira, Managing Director, Trace Eastern Africa, also emphasized the importance of platforms like the Trace Music Awards Tour in celebrating and recognizing African artists. “We are proud to witness the continuous growth of African artistes on the global stage. Events like these reaffirm our commitment to providing platforms where artistes can shine, collaborate, and expand their reach. Bien Aime’s nomination is a testament to the exceptional talent coming out of this region.”
The Trace Awards and Summit 2025 will feature 24 award categories, with Johnnie Walker sponsoring the ‘Song of the Year’ and ‘Best Newcomer’ awards. Additionally, a two-day summit will host discussions, masterclasses, and panels focused on Africa’s creative industries, technology, and branding.
With its growing influence, the Trace Music Awards continues to provide a much-needed platform for African artistes to showcase their talents and gain international recognition. Bien Aime’s celebration in Kenya is a sign of greater milestones ahead for African music.
