South African Content Creator Chelsea Sloan Joins Global Icons at the 2026 GRAMMYs as Part of Johnnie Walker’s Commitment to Spotlighting Progress
Johnnie Walker, the world’s leading Scotch whisky brand, proudly hosted South African DJ and content creator Chelsea Sloan at the 67th Annual GRAMMY Awards in Los Angeles, marking another milestone in the brand’s ongoing commitment to celebrating creative excellence and African cultural influence on the global stage.
Sloan joined an exclusive cohort of international creators and media representatives for an immersive weekend experience that culminated in attendance at the prestigious awards ceremony at Crypto Arena, where global music icons gathered to celebrate the best in the industry. The experience coincided with a historic night for African music, as South African pop sensation Tyla took home the GRAMMY Award for Best African Music Performance, underscoring the continent’s growing influence on the international music landscape.
The Johnnie Walker x Sabrina Carpenter GRAMMYs experience brought together creators from across the globe—including talent from Nigeria, India, Mexico, Argentina, Peru, and the United Kingdom—to celebrate music’s biggest weekend alongside the six-time GRAMMY-nominated artist. The curated programme featured exclusive access to the Capitol Records Rooftop Party, intimate dinners at Los Angeles’ most coveted establishments, and a Sip & Style Brunch complete with professional glam ahead of the ceremony.
“Johnnie Walker has always believed in the power of progress and the importance of walking with those who are shaping culture,” said Ifeoma Agu, Head of Culture, Influencers & Advocacy, Diageo Africa. “Bringing Chelsea to the GRAMMYs isn’t just about attending an awards show—it’s about recognising that African creativity is driving global conversations and ensuring our continent’s voices are present at these defining cultural moments. When we invest in African creators, we invest in the future of global culture.”
The initiative reflects Johnnie Walker’s broader strategy to position itself as a cultural catalyst rather than a traditional sponsor. By creating once-in-a-lifetime opportunities for African talent, the brand demonstrates its commitment to the ‘Keep Walking’ philosophy—a celebration of progress, ambition, and the relentless pursuit of excellence.
Throughout the weekend, guests were introduced to Johnnie Walker’s liquid credentials through bespoke serves including the Go Go Highball—a signature cocktail crafted with Johnnie Walker Black Label, Fever Tree Ginger Ale, and sour cherry juice. The 12-year-old blended Scotch, known for its sweet vanilla, creamy toffee notes, and smooth finish with warming smoke, provided the perfect foundation for celebrating music’s most talented artists.
AfroExchange 2026: The Journey Continues
The GRAMMYs activation forms part of Johnnie Walker’s year-long celebration of African creativity, with the brand’s flagship AfroExchange platform set to return in March 2026. Operating under the belief that ‘when Africa collaborates, the world keeps walking,’ AfroExchange celebrates Afro-fusion music’s global influence through a series of cultural moments, creative summits, and unforgettable live experiences across the continent and beyond.
Further details on AfroExchange 2026, including artist announcements and event information, will be revealed in the coming weeks.
