Serengeti Breweries Limited (SBL) is proud to announce that Zanzibar will host the prestigious 2025 Trace Music Awards, with Johnnie Walker as the headline sponsor.This landmark event, set for February 24–26, 2025 at the Mora Zanzibar Resort, celebrates the transformative power of Afro music and culture – a vital part of Tanzania’s rich creative heritage, and its growing influence on the global stage.

The Trace Awards and Summit 2025 will celebrate African music and talent across 24 categories, with Johnnie Walker proudly sponsoring two key awards: ‘Song of the Year’ and ‘Best Newcomer.’ The event will also feature a two-day summit, bringing together creative discussions, masterclasses, and panels focused on Africa’s creative industries, technology, and branding. Attendees will include artists, managers, DJs, producers, and industry stakeholders from across Africa and the diaspora.

This year, the collaboration between Johnnie Walker and the Trace Music Awards underscores Johnnie Walker’s commitment to celebrating African culture and inspiring bold conversations. As one of the most celebrated platforms for African and Afro-urban music, the Trace Music Awards showcases talent and innovation on a global stage, offering an extraordinary celebration of creativity, culture, and progress, perfectly aligning with Johnnie Walker’s ethos, Keep Walking, which champions progress, creativity, and boundary-breaking innovation.

Commenting on the partnership, Henry Esiaba, SBL’s Marketing and Innovations Director, emphasized the significance of this event for Tanzania and the Johnnie Walker brand saying, “We are honored to have Johnnie Walker headline the 2025 Trace Music Awards and to see Tanzania host this globally renowned event. This partnership not only places Tanzania on the world stage but also showcases the spirit of Keep Walking—celebrating progress and inspiring future generations”. 

Also, Irene Mutiganzi, SBL’s Head of Spirits-Marketing, expressed her excitement about the partnership, “The 2025 Trace Music Awards is more than a celebration of music—it’s a celebration of progress, creativity, and boldness. For Johnnie Walker, this partnership is a powerful statement about our commitment to walking with trailblazers and innovators who shape the future. We look forward to showcasing the very best of African music and culture on a global scale.”  

In the lead-up to the event, another key highlight will be the Trace Awards Tour, which will visit major African cities, including Tanzania. The tour will offer live performances and meet-and-greet opportunities with nominated artists. In Tanzania, the event, set for February 7th, 2025, will serve as a pre amble to the main awards ceremony.  

As host country, Tanzania will shine brightly as a beacon of creativity, culture, and hospitality. Zanzibar, with its breathtaking landscapes and rich heritage, provides the perfect backdrop for the awards. This collaboration also reinforces SBL’s mission to support initiatives that elevate the nation’s profile and celebrate its cultural richness.  

Through this partnership, Johnnie Walker and Trace will deliver immersive luxury activations during the Trace Awards and Summit, offering guests experiences that highlight the brand’s heritage while celebrating Africa’s cultural vibrancy.