Africa’s music industry is moving quickly. As the industry grows, Martell and Africa House want to make sure the people shaping its future have the support, knowledge and connections they need to grow with it.

The brands have launched Swift Academy, a pan-African talent development platform designed to identify, develop and connect the next generation of African music creatives and professionals with the expertise, opportunities and industry networks needed to build sustainable careers. The initiative will roll out across Africa over the next 12 months, beginning with its maiden edition in Kenya, and aims 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 understanding of local creative ecosystems to create pathways for emerging talent to access mentorship, industry relationships and opportunities across markets.

There is a clear need for that kind of infrastructure. Sub-Saharan Africa’s recorded music market reached $120 million in 2025, following more than 15% year-on-year growth for two consecutive years. Yet the industry’s rapid expansion hasn’t automatically translated into equal access to mentorship, professional networks, development opportunities and the support systems needed to turn creative skills and ambition into sustainable careers. Swift Academy is positioned as a response: practical development, industry access and a continued community that can extend beyond individual markets.

“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,” said Africa House co-founder Jade Kelly Wilson. “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.”

For Martell, Swift Academy builds on a longstanding commitment to African music and culture. Over the past four years, the cognac house has supported platforms and experiences celebrating African creativity, bringing artists and audiences together and strengthening the global visibility of African culture.

“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, 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.”

Applications for the Kenya edition open August 17, with pre-registration available now.