Johnnie Walker Black Label x Dankie Sounds

In a groundbreaking effort to spotlight and support Black women in music, Johnnie Walker Black Label partnered with pioneering music collective Dankie Sounds to expand the Bold Steps initiative. Focused on amplifying underrepresented voices, the collaboration selected three dynamic artists – Captain Lulaz, Nicky Summers, and Nqobilé – to receive mentorship, resources, and performance opportunities. Each artist was awarded a bursary and paired with an industry expert as a mentor; Davina Merchant, to unlock their full artistic potential. The programme provided holistic support, empowering these artists to boldly shape their own narratives in the music industry.

The culmination of this year-long journey was marked by the release of THATHA, a powerful single that fuses the essence of Amapiano with each artist’s unique perspective. More than just a track, THATHA serves as a call to action – meaning “take it” or “own it” – and celebrates culture, heritage, and self-expression. The single has since launched on major streaming platforms and been showcased at Dankie Sounds events and SXSW's debut London appearance. By investing in the artists’ growth and giving them a visible platform, the Bold Steps programme stands as a pioneering model of how brands can catalyse real change in music through culturally driven, purpose-led collaborations.

Overall, the campaign saw 2,800 serves trialled across 4x partner events and generated over 25 million social reach across 397 social posts with a 5.2 million social visibility.