Johnnie Walker and Trace have announced their partnership for a new innovative initiative, ‘Keep Walking: Africa Top 30’. The initiative is a definitive list that aims to recognise next-generation cultural shapeshifters from across the African continent. The Keep Walking: Africa Top 30 list aims to celebrate African creatives who are boldly pushing culture forward across the continent and abroad. The list of nominees will be revealed in October while members of the public are also encouraged to vote for cultural shapeshifters who they believe have given impetus to and moved culture forward, both across Africa and abroad. The list will aim to identify and celebrate 30 next-gen African cultural pioneers and visionaries who are not always recognised for it, but are boldly pushing culture forward and making an impact on the continent’s creative economy across music, film, media, fashion, and art. Valentine Gaudin-Muteba, Trace MD of Southern Africa, says, “The culture is shifting across Africa in the most amazing ways, and we want this list to be a true reflection of the best next generation of cultural innovators from across the continent.”
Gaudin-Muteba adds, “We want creators to know that we see them, we hear them, and we celebrate them for their excellence. Trace is delighted to be partnering with Johnnie Walker™ in bringing this new awards platform to life.”
Johnnie Walker says that it is committed to a spirit of progress and moving forward for over 200 years — and today working with some of the world’s top artists it celebrates stories of creative energy, determination and pushing boundaries.
According to the brand, this legacy continues with the Keep Walking: Africa Top 30 platform, in which Johnnie Walker and Trace have worked with top talent managers and industry leaders across the continent to identify a definitive list of Pan-African cultural shapeshifters.
Keep Walking: Africa Top 30 comes at a time when trends for Africa’s creative economy are overwhelmingly positive, adds the duo.
UNESCO reports indicate that Africa’s still largely untapped film industry could quadruple revenue to USD$20 billion, and create an additional 20 million jobs, while digital music streaming revenue in Africa is expected to reach USD$500 million by 2025.
“These figures all indicate that now is the moment for African creatives to showcase their talents and be acknowledged both on the continent and globally,” says Adrian De Wet, category brand manager of Beer and Reserve — partner and emerging markets.
De Wet adds, “Our intention for the Keep Walking: Africa Top 30 list is to not only recognise them but to be an inspiration to all African creators to take bold steps in shifting the continent’s culture, especially as the world re-opens after lockdown.”
De Wet concludes, “In the spirit of our founder, John Walker, who had to innovate the status quo of how whisky was blended, packaged and delivered to the world and, which revolutionised the whisky world forever, we applaud and celebrate those who tread their own paths and leave big steps in their wake.” – Media Update
