The Macallan Strengthens Investment in Africa’s Creative Economy with NECLive 2025 Partnership

The Macallan, world-renowned Scottish whisky brand, deepened its commitment to Africa’s fast-rising creative economy through its partnership with NECLive 2025, West Africa’s premier annual gathering for creative and entertainment industry professionals. The annual gathering, which brings together stakeholders across film, music, fashion, digital media, and the wider cultural ecosystem, was held on Friday, November 28, 2025, at the Landmark Event Centre, Lagos.

With Lagos once again hosting one of the continent’s key creative forums, The Macallan’s involvement underscores its longstanding dedication to craftsmanship, cultural celebration, and artistic excellence. The brand has consistently supported high-end art showcases, photography collectives, cultural tastemakers, and experience-led events that highlight Nigerian creativity on a global stage. Its partnership with NECLive strengthens this trajectory, signalling a renewed commitment to spaces that nurture ideas, elevate emerging talent, and shape the future of Africa’s creative industries.

As part of its partnership, The Macallan hosted a special panel session that explored the balance between timeless craftsmanship and fast-moving trends in today’s creative landscape. The conversation examined how heritage, discipline, and innovation come together to produce work that endures, work that shares culture, influences storytelling, and elevates creative standards across industries.

Speaking at the event, Hammed Adebiyi, Senior Brand Manager, West and Central Africa, Edrington Portfolio, shared insights on The Macallan’s vision for supporting creative enterprise across Africa: “Timeless luxury is craft that transcends time. The Macallan has been around for over 200 years, built on patience, intentionality, and consistency. Our collaborations in fashion, art, and culture are not about instant gratification, they are about creating value that endures. Timeless wins generations, while trending wins conversations.” He added that innovation should always serve tradition, not dilute it, ensuring that the brand’s heritage remains intact even as it explores new ideas and culturally relevant experiences in local markets.

Adebiyi’s reflections highlighted how creativity and intentional craftsmanship can coexist in a fast-moving, trend-driven world. He emphasised that luxury and cultural value are sustained not through fleeting popularity, but through deliberate, enduring action that elevates both talent and audience alike.

Mai Atafo, Chief Creative Director, ATAFO, spoke on the importance of timeless craftsmanship in fashion: “Our emphasis is on classic elegance and quality construction, not fleeting trends. A well-made garment is not just for a day, it can be worn across life’s milestones, passed down, and celebrated for generations. True craftsmanship ensures that what we create today can endure tomorrow.”

Atafo expanded on this point by sharing how his designs intentionally bridge heritage and modernity, creating pieces that are relevant today but still resonate decades from now. He added that in fashion, as in other creative industries, sustainability and attention to detail are what ultimately define true impact.

Adekunle Ayeni, NECLive Founder and CEO, BHM Holdings, highlighted the event’s role in building sustainable systems for Africa’s creative industries: “NECLive was founded to address the challenges holding our industry back. As global attention turns toward African talent, it is essential that value returns home. Our mission is to foster discussions that drive policy, distribution, and innovation, while ensuring creators and companies thrive in a lasting and transformative way.”

Ayeni emphasised that NECLive is more than a platform for conversation, it is a blueprint for long-term growth and structural support. By fostering dialogue across stakeholders, the conference seeks to create actionable solutions that benefit both creators and the broader industry.

Daniel Atteh, The Macallan Brand Ambassador and Educator for Lagos, offered a storyteller’s perspective on the brand’s enduring legacy: “For the past 200 years, The Macallan has crafted a timeless expression that has become a favourite for many. As we reflect on timelessness today, I wanted to convey The Macallan’s message through storytelling, by sharing the journey of how timelessness begins for The Macallan and how that ethos continues to guide everything we do.”

The Macallan’s collaboration with NECLive 2025 underscores the brand’s commitment to nurturing African creativity through intentional partnerships and cultural engagement. Its presence at the event reflects a shared vision: building a creative economy where craft is valued, creators are empowered, and Africa’s cultural output is recognised as a global force.