L-R: Senior Brand Manager, West and Central Africa, Edrington Portfolio, Hammed Adebiyi; Chief Creative Director, Atafo, Mai Atafo; Regional Manager, East Africa, BHM Holdings, Njideka Akabogu Eke-Uche; and Convener, NECLive & Founder/CEO, BHM Holdings, Ayeni Adekunle, during a panel session on balancing timeless craftsmanship with fast-moving trends in today’s creative landscape at NECLive 2025, held on Friday, November 28, in Lagos, Nigeria.
By peace Udugba
The Macallan, the world-renowned Scottish whisky brand, has deepened its commitment to Africa’s fast-growing creative economy through its partnership with NECLive 2025 — West Africa’s premier annual gathering for professionals in the creative and entertainment industries. The event, which convenes stakeholders across film, music, fashion, digital media, and the broader cultural ecosystem, was held on Friday, November 28, 2025, at the Landmark Event Centre, Lagos.
With Lagos once again playing host to one of the continent’s most influential creative forums, The Macallan’s involvement underscores its enduring dedication to craftsmanship, cultural celebration, and artistic excellence. The brand has consistently championed high-end art exhibitions, photography collectives, cultural tastemakers, and immersive events that spotlight Nigerian creativity on the global stage.
Through its partnership with NECLive, The Macallan reinforces its commitment to nurturing spaces that spark ideas, elevate emerging talent, and shape the future of Africa’s creative industries. As part of the collaboration, The Macallan hosted a special panel session focused on striking a balance between timeless craftsmanship and the fast-paced trends defining today’s creative landscape.
The conversation explored how heritage, discipline, and innovation intersect to produce work that endures—work that reflects culture, influences storytelling, and raises 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 the brand’s heritage remains intact even as it embraces new ideas and culturally relevant experiences in local markets.
Adebiyi’s reflections emphasized how creativity and intentional craftsmanship can thrive in today’s fast-paced, trend-driven world.
The Macallan’s collaboration with NECLive 2025 underscores its 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.
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 emphasized 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 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.
He emphasized that luxury and cultural value are sustained not through fleeting popularity, but through deliberate, enduring action that uplifts both talent and audience alike.
Mai Atafo, Chief Creative Director of 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 by explaining 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 of BHM Holdings, highlighted the event’s role in building sustainable systems for Africa’s creative industries:
