a pan african platform curated by africa house to develop next gen music creatives and professionals
Martell, the oldest of the great cognac houses, 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, with the aim of supporting 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.
