Martell Launches Swift Academy to Develop African Music Creatives

Martell is launching Swift Academy, a pan-African talent development platform designed to identify, develop and connect emerging music creatives and industry professionals. The first edition will take place in Kenya, with applications opening on August 17, 2026, and the initiative aims to support 100 emerging creatives in its first year before expanding across the continent over the following 12 months.

Curated by Africa House, a platform operating at the intersection of culture, talent and business across Africa and its diaspora, Swift Academy will offer mentorship, industry expertise and networking opportunities to both music creatives and professionals such as producers, managers and marketers.

Market context

Sub-Saharan Africa’s recorded music market reached $120 million in 2025, following more than 15 percent year-on-year growth for two consecutive years, according to figures shared at the launch.

Leadership comment

“At Martell, we believe in celebrating progress, championing collective success and supporting creators as they pursue excellence on their own terms,” said Lanre Odutola, Head of Culture & Partnerships at Martell. “Our journey within African music has allowed us to build meaningful relationships across the ecosystem and understand where sustained support can create greater opportunity.”

“Swift Academy brings that commitment to life by helping emerging creatives and professionals strengthen their skills, access experienced mentors and build connections that can support their growth,” Odutola added. “Through the platform, we want to contribute to the continued progress of African music alongside the people shaping its future.”

Why Kenya first

Nairobi has long served as a creative and media hub in East Africa, producing artists, producers and independent communities across genres from hip-hop to gengetone. The program’s pan-African structure is designed to create relationships that extend beyond individual workshops, reflecting the increasingly interconnected nature of music discovery across the continent.