Johnnie Walker’s AfroExchange platform fosters African cultural collaboration

Johnnie Walker has launched AfroExchange, a cultural platform connecting Africa’s talents in music, art, fashion, and storytelling. The initiative kicked off by linking Lagos and Johannesburg, showcasing the continent’s creativity through events that celebrate its diverse voices. music culture analysts Joey Akan and Quincy Jonze, had a conversation on African music culture between both cities during the Lagos send-off event at Trib3 Lagos, ahead of the Johannesburg event on June 28.

The Lagos send-off opened with a DJ set, setting the stage for a discussion hosted by Ehis. Joey Akan, representing South Africa, and Quincy Jonze, speaking from a Nigerian perspective, explored how Afrobeats and Amapiano influence each other. Joey highlighted the role of street music in South African pop culture, pointing to house music as a foundation for Amapiano. He said, “South Africa has always been to the world,” noting that the country accounts for 75 percent of music sales in Sub-Saharan Africa due to its established industry.

Quincy took a reflective look at Nigerian music from the late 90s to early 2000s. He mentioned artists like Africa China, Remedies, and Plantation Boys, who shaped early Nigerian sounds across R&B, pop, and reggae. “They all coexisted,” he said, explaining how these genres reflected Nigeria’s reality while remaining danceable. He also emphasized hip-hop’s central role, citing Unilag’s battle rappers like Vector and Tribesmen as key influencers.

Both agreed that hip-hop unites Nigeria and South Africa. Joey noted its presence in cities like K-Town and Jo’burg, saying, “Hip-hop forms the basis of a lot of the drivers for African cultural music.” Quincy echoed this, tracing its influence in Nigeria from early covers of international hits to modern indigenous albums like Nas’s Golgotha”

Collaboration was another key topic. Joey described Nigerian music as a “squad” effort, involving producers and supporters that lead to cultural cross-pollination. He said this exchange has historically boosted visibility for both nations’ artists. Quincy agreed, pointing to collaborations with Ghanaian sounds that benefited artists like Runtown and Mr. Eazy. “Both countries have been very accepting of both cultures,” he said, adding that this unity persists across genres despite occasional debates over labels like Afrobeats or Amapiano.

Beyond the conversation, the Lagos event celebrated Nigerian ambassadors Bnxn, Dope Caesar, and Saga, who represented Nigeria in Johannesburg. They expressed excitement about showcasing Nigerian creativity on a broader African stage, hinting at future collaborations.

Ifeoma Agu, Group Head of Culture, Influencer, and Advocacy at Diageo South, West, and Central Africa, spoke about the brand’s vision. “Johnnie Walker AfroExchange represents a powerful evolution in how we engage with culture,” she said. “We are investing in voices, stories, and innovations driving the Afrocultural movement forward.” The platform aims to build a cultural bridge, fostering connection and pride.

The Johannesburg event on June 28 featured Afrobeats, fashion, and digital storytelling, marking the first of many AfroExchange experiences. Plans are underway for a Lagos edition later this year, continuing the celebration of African talent. Johnnie Walker positions itself as a collaborator in Africa’s creative economy, moving beyond sponsorship to create an immersive space for expression.