Martell Launches Swift Academy – A Pan-African Platform Curated by Africa House To Develop The Next Generation of African Music Creatives and Professionals

Martell, the oldest of the great cognac houses, today announces the launch of Swift Academy, a pan-African talent development platform created to identify, develop, and connect the next generation of African music creatives and professionals to the expertise, opportunities and industry networks needed to build sustainable careers.

Swift Academy will roll out across Africa over the next 12 months, beginning with its maiden edition in Kenya, to support 100 emerging creatives within its first year. Curated by Africa House, the platform will draw on its pan-African network, cultural expertise and deep understanding of local creative ecosystems to create pathways for emerging creatives to access expertise, industry relationships, and opportunities across markets.

The launch builds on Martell’s longstanding commitment to African music and culture. Over the past four years, Martell has supported platforms and experiences that have celebrated African creativity, brought artists and audiences together and strengthened the visibility of African culture globally. 

Africa’s music industry is growing faster than the ecosystem supporting it. Sub-Saharan Africa’s recorded music market reached $120 million in 2025, following more than 15 per cent year-on-year growth for two consecutive years. Yet many emerging creatives and professionals continue to face limited access to mentorship, professional networks, development opportunities, and the infrastructure and support systems required to turn their skills and ambitions into sustained careers. Swift Academy has been created to contribute to closing that gap by providing practical development, industry access, and continued community.

“At Martell, we believe in celebrating progress, championing collective success, and supporting creators as they pursue excellence on their own terms. 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. Through the platform, we want to contribute to the continued progress of African music alongside the people shaping its future,” said Lanre Odutola, Head of Culture & Partnerships, Martell.

As the curatorial partner for Swift Academy, Africa House operates at the intersection of talent, culture, and global brand partnerships, working across Africa and the global diaspora to connect established and emerging creatives through cultural experiences, community-led initiatives and cross-market collaborations.

“Swift Academy reflects what Africa House was created to do: connect the talent that already exists across the continent with the ecosystems and opportunities that allow it to grow. Africa House is known for creating curated, exclusive spaces that bring people together and we’ve always felt it was important to also create pathways for emerging talent to access those spaces through mentorship, knowledge-sharing, and meaningful connections with established creative leaders. Swift Academy is a natural extension of that work. We’re excited to create a platform where emerging creatives can learn, collaborate and build relationships that extend beyond their immediate market,” said Jade Kelly Wilson, Co-founder, Africa House.

Applications for the Kenya edition of Swift Academy will open on 17 August 2026.

Pre-register here https://tally.so/r/J9rB6z