Trace Awards partners Airtel Africa ahead of ceremony in February

The event, which seeks to celebrate the vibrant creativity and cultural richness of Africa, has established itself as a cornerstone event for recognising and amplifying African artistry.

By joining Trace Awards, Airtel Africa aims to demonstrates its dedication to supporting cultural expression and providing platforms for artists, creators, and innovators to share their vision with the world. The collaboration underscores the telecommunication company’s mission to bridge gaps and enhance connections across the continent and beyond.

“The collaboration with Airtel Africa is a natural fit as both organisations share a vision of celebrating Africa’s dynamic creativity and fostering opportunities for growth,” Trace founder and executive chairman Olivier Laouchez said. “Together, we aim to deliver an event that inspires and uplifts.”

Airtel Africa group chief marketing officer Rohit Marwha said: “At Airtel Africa, we believe that creativity and connectivity go hand in hand. Our partnership with Trace Awards & Summit 2025 reflects our unwavering commitment to empowering African talent and fostering an environment where innovation thrives and the creative industry has a reason to imagine.”

The awards will spotlight 28 categories of African music, celebrating the continent’s most talented and influential artists. They will also feature live performances, presentations, and global broadcasts reaching over 200 countries in English, French, and Portuguese. With an expected audience of 500 million viewers worldwide, the awards promise to be a defining moment for African culture.

Aside the awards, the event will host discussions, workshops, and networking opportunities tailored to the needs of artists, industry professionals, and cultural enthusiasts. Topics will range from technology’s role in the creative economy to branding strategies and the future of African entertainment.