South Africa’s ‘JoyWalker’ Lira launches new album

Having just launched her new album Born Free, South African singer Lira has been named the South African addition to a global list of iconic ‘JoyWalkers’ for whisky brand Johnnie Walker.

South African singer Lira. Photo:
South African singer Lira. Photo:

With the launch of their ‘Joy Will Take You Further’ campaign across the globe in 2015, Johnnie Walker has been bringing to life the philosophy of joyful progress. From the very beginning, the South African team has been searching tirelessly for an individual who could solidify messaging in the country through his or her embodiment of the campaign’s perspective on how positivity drives success.

In Lira, the Johnnie Walker brand not only found that individual but formed a partnership at a time when moving beyond music to spread a message of progress is on the top of her to-do list.

Lira describes her new album, Born Free, as simply fuelled by the joy of creativity and invention. “It's not enough to know freedom, I need to live it!" she says. “The joy I take in living it every day is what gives me the drive to persevere and is the key to the successes I celebrate today.”


This platinum-selling artist, who has won 11 coveted South African Music Awards (SAMAs) to date, says the role joy has played in building her success has been significant since she first bravely walked away from a safe career in accountancy towards her passion for music.

Lira continues to break South African chart records and as her star continues to shine, she now relishes the opportunity to partner with Johnnie Walker in pushing South Africans to consider where joy might take them, should they embrace a different frame of mind. “My goal is to go beyond music and inspire people to walk with joy,” says Lira

Lira joins the ranks of global JoyWalkers such as actor Jude Law and racing driver Jensen Button. According to Diageo’s Whisky Portfolio Manager Karabo Mokanyane, a local campaign featuring Lira will be unveiled in the coming months. “We have no doubt the partnership with Lira will present Johnnie Walker to consumers in a positive light and will inspire all of them to pursue their personal journeys with joy,” says Mokanyane.

Born Free is available for purchase on iTunes.


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