The 2025 Trace Awards is set to take place in Zanzibar, Tanzania, from February 24 to 26, at the luxurious Mora 5-star resort.
Ahead of the prestigious global event, a nominee reception press conference was held in Lagos on Thursday, bringing together key industry figures, nominees, and representatives of the show sponsors to discuss expectations for the upcoming awards ceremony.
Among those in attendance were Sam Onyemelukwe, managing director of Trace West Africa; disc jockey DJ Neptune; video director TG Omori; Kemi Longe, portfolio director for Southern, Western, and Central Africa at Diageo and Adefemi Adenira, director of corporate communications and CSR, Airtel Nigeria.
Speaking at the press briefing, Onyemelukwe said the choice of Tanzania as the host country is evidence of the award’s global recognition.
He also emphasized the importance of Africans taking ownership of their culture, including Afrobeats and Amapiano sounds.
“For me, the Trace Awards is personal. We worked on it for many years before the first edition last year. The reason it was so important for Trace to create this award is because the culture that started from the streets of Lagos has now gone global. We have been a key part of the Afrobeats and Amapiano movements, and we couldn’t just sit back and let outsiders take ownership of our culture. We had to stand up for Africa,” he said.
“We want to bring the continent together while showcasing Africa’s beauty. Zanzibar is an incredible destination, and this year’s show will be an entirely different experience. Unlike last year’s arena-style setup, this time we are taking the event to the beach, offering an unforgettable visual spectacle.”
On his part, DJ Neptune commended the award organisers for the inclusion of a new category for DJs.
“Kudos to Trace for acknowledging DJs this year. I’m looking forward to the awards in Zanzibar—it’s a great destination, and hopefully, we bring it back home soon,” he said.
TG Omori, the music creative director, expressed his hopes for the expansion of the award categories.
“It’s amazing to see the Trace Awards recognizing directors. Next year, I hope we also consider a Director of the Year category alongside Producer of the Year,” he said.
Longe highlighted Johnnie Walker’s commitment to supporting the creative economy.
“Johnnie Walker is deeply passionate about music. Our ‘Keep Walking’ philosophy embodies progress, consistency, bold innovation, and creativity—values that align perfectly with the Trace Awards,” Longe said.
“That’s why we are proudly sponsoring two major categories: Song of the Year and Best Newcomer, celebrating the artists shaping the future of African music.”
Adenira reinforced the company’s long-standing connection to music.
“Music is part of Airtel’s DNA. Whether we are celebrating African traditions, supporting talent across the continent, or using music to educate our consumers, it has always been at the heart of our brand,” he said.
Nigerian singers Iyanya and Chike have been named among the headliners for the event, alongside other top entertainers like Mr. Eazi.
The award ceremony will feature 28 categories, including new additions like disc jockey (DJ) and director categories, representing popular African music genres like Afrobeats, Amapiano, Dancehall, Afro-pop, and more.
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