Martell and Africa House Open Swift Academy Applications in Kenya
Martell and Africa House have opened applications for the first edition of Swift Academy, a new pan-African development programme aimed at emerging music creatives and professionals across the continent. Applications for the inaugural Kenya cohort opened on August 17, 2026.
The programme is designed to support artists, producers, managers, creative directors and other music-industry professionals with mentorship, practical business training and access to wider professional networks. Martell says Swift Academy will move across several African cities over the next 12 months, with a target of supporting about 100 emerging creatives in its first year.
Kenya is the first market, with Accra also scheduled for 2026, followed by Johannesburg and Lagos in 2027, according to Martell’s official programme page.
Africa House is curating the initiative and will draw on its network across music, culture and creative business. The programme includes one-on-one and small-group mentorship, masterclasses covering artist development, brand partnerships and commercial strategy, and access to a longer-term creative community beyond the formal cohort.
The launch comes as Africa’s music business continues to expand internationally, but access to professional infrastructure remains uneven across markets. Swift Academy is positioning itself around that gap, focusing not only on performers but on the wider ecosystem of producers, managers, marketers, creative directors and other professionals required to build sustainable music careers.
Lanre Odutola, Martell’s Head of Culture and Partnerships, said the initiative builds on the brand’s existing work around African music and culture, while Africa House co-founder Jade Kelly Wilson said the goal is to connect emerging talent with networks and opportunities that can extend beyond their immediate markets.
The campaign is already being pushed heavily through social media. Africa House and partner publications have been promoting Swift Academy across Instagram and LinkedIn, while Business Insider Africa also highlighted the opening of the Kenya application window on Monday.
For Martell, the project also extends the brand’s strategy of embedding itself within African music and creative culture rather than limiting its presence to conventional sponsorship and advertising.
Applications for the Kenya cohort are now open through Martell’s official Swift Academy platform.
