Darey Art Alade Brings Nigerian Storytelling to Scotland in Glenmorangie’s New Pan-African Campaign

Nigerian music icon Darey Art Alade is taking his artistry beyond the stage and into the Scottish Highlands. The multi-hyphenate artist and creative executive has been tapped as one of three leading African cultural voices for Glenmorangie’s ambitious new campaign, Once Upon A Time in Scotland. Alongside Kenyan actress Kate Kamau and South African author Khaya Dlanga, Darey journeyed to the whisky brand’s 180-year-old home in Tain, Scotland, to explore the intersection of craft, patience, and character—themes that resonate deeply with his own musical journey.

The campaign represents a significant shift in how global brands engage with African markets. Rather than imposing external narratives, Glenmorangie handed the creative reins to African talents, allowing them to interpret and share the brand’s story through their own cultural lens. For Darey, the experience drew direct parallels to his work in music and creative direction. “Going to Scotland felt like going to the source; meeting the people behind the craft and understanding the discipline, patience and intention that shape the finished experience,” he explained. “Whether you are making music, directing a production, building a platform or crafting whisky, character is shaped over time. The most meaningful work cannot be rushed.”

The campaign launched with exclusive in-market activations across Nairobi, Lagos, and Johannesburg. In Lagos, Darey hosted The Circle of Influence Dinner: Founders Edition, bringing together trailblazers including Deola Art Alade, Ugo Mozie, Ijeoma Balogun, Priscilla Ojo Mkambala, Yhemo Lee, and other innovators shaping Nigeria’s creative landscape. The multi-platform campaign, featuring films and storytelling content, will roll out across Kenya, Nigeria, and South Africa through December 2026. Derek Ruediger, Glenmorangie’s International Marketing & Commercial Director, emphasized the brand’s commitment to authentic African voices: “Africa’s creatives are defining the next era of storytelling. By inviting African voices to be at centre stage, we hope to bring greater relevance and interesting new perspectives on our brand stories to local audiences.”

This collaboration marks another milestone in Darey’s expanding influence beyond music, positioning him as a cultural ambassador bridging Nigerian creativity with global conversations around artistry and craftsmanship.

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