- From music to visual arts and mixology, Johnnie Walker’s AfroExchange is a platform that prides itself on cultural connection.
- The cultural hub is where emerging African creators intersect with industry experts and leave with tangible souvenirs to keep the fire burning.
- Cracked glass artist Sandile ‘SK’ Kgaphola says this art form is not yet popular in Mzansi, but such platforms attract the right attention.
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From South African visual artist Gerard Sekoto in the late 1940s to Nigerian author Chinua Achebe and musician Miriam Makeba in the 1960s, from Malian fashion designer Chris Seydou in the 1970s to Mzansi’s Tyla today, creativity has long been one of Africa’s most powerful exports.
However, due to a lack of resources and infrastructural constraints, Africa’s artistic potential does not always translate into the desired output.
No infrastructure, no creative prosperity
Noticing how a lack of funding is hindering African artists from reaching their potential, beverage company Diageo is giving creatives the platform to keep walking through the Johnnie Walker AfroExchange.
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The multidisciplinary creative hub supports fashion design, music, visual arts, mixology and other spheres of creativity to amplify the social impact of the arts, as the brand believes that without a platform, voices are all but gagged.
Ifeoma Agu, Diageo’s head of culture: influencers, advocacy and experiential in southern, central and western Africa, says a gap had been identified when they observed how arts festivals in Africa seem to lag compared with international platforms.
The vision, therefore, is to become an Afrocentric collaborator of the creative economy where emerging talent can intersect with seasoned creatives, presenting mentorship opportunities.
Cultural connections unite the masses
Agu said Diageo’s approach was not just to plant its logo and leave artists to their own devices, but also to participate in progressing culture.
“Cultural verticals have always united human beings, from medieval times up to today,” said Agu.
She described culture as the way people behave and eat, and how they engage with language. All these are things that connect people.
Yesterday, I was listening to an African content creator who was gushing about an amapiano song. He asked South Africans who know what the lyrics are to please translate for him because he was so moved by it.
— Ifeoma Agu
“That’s just an example of how art can actually unite us as a people beyond all the wars and other things that are going on.”
For Agu, the arts can be a catalyst for demystifying ideas about what is politically binding or what has created borders geographically.
Agu believes that the far-reaching impact of African creativity and the beautiful melodies that come from this continent have the power to drive unity and peace.
She says it’s undeniable that African creativity is leading the soundscapes globally because when listening to international music, it’s impossible to miss the distinctly African influences.
Don’t leave empty-handed
At the AfroExchange Summit held in Bryanston last weekend, industry experts hosted masterclasses for the next generation of artists.
Agu believes that it’s not enough for youth to attend a conference where, once they’ve heard all the speeches, they walk away empty-handed.
Beyond just talking and learning, you get to do something with your hands that you can take home. It’s a piece of memorabilia that reminds you of what you’ve connected with, and we hope it’s enough to be able to drive that spark.
— Ifeoma Agu
Sustainability is the bigger picture. Agu shares that Njabulo Hlophe, who did an art installation last year, returned this year as a mentor. Additionally, the brand supports the artists they collaborate with when they have their own exhibitions, fashion shows and performances.
She also challenged other brands to step up, saying infrastructure requires investment.
What is cracked glass art?
Visual artist Kgaphola, a cracked-glass artist, says depending on what he is hoping to achieve, he taps glass to the point of almost etching it.
This art form is self-explanatory: the artists literally crack laminated glass to make portraits and other visuals.
“I get my outlines into the artwork. Once I get all of that into the artwork, I then start hammering away until the desired effect is achieved,” Kgaphola expanded.
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Asked how he discovered that he possessed this talent, Kgaphola said he always had a knack for experimenting with new things. It all began with graphite drawings in 2020, and the artist gradually transitioned to charcoal drawings, pastels and double-sided paintings.
With double-sided paintings, you’ll basically see a face, but as you keep on looking at the artwork, you'll move to another angle which is on the opposite side. It will then change into another face. Crack art glass is a similar approach.
— Sandile ‘SK’ Kgaphola
The art form’s popularity in South Africa has yet to be established, and Kgaphola says he wasn’t aware of it before he embarked on this journey. He is grateful for the opportunity to collaborate with Johnnie Walker’s AfroExchange, as it drew attention and exposure to this niche.
