Music star Adekunle Almoruf Kosoko, professionally known as Adekunle Gold or AG Baby, delivered a captivating performance at the Civic Centre in Ikoyi, Lagos, during the Macallan Timeless Collection launch. The event also marked his official unveiling as the brand's ambassador in Nigeria.
The electrifying performance provided the perfect atmosphere for music lovers, culture enthusiasts, and luxury consumers. The set blended music, storytelling, and premium hospitality, signaling the formal start of a partnership rooted in shared values of craftsmanship, excellence, legacy, and intentional creativity.
AG Baby's announcement follows the successful nationwide unveiling of the Timeless Collection across Lagos, Abuja, and Port Harcourt, indicating a new phase in the single malt Scotch whisky's cultural expansion within Nigeria.
Guests experienced an immersive night of live entertainment and whisky, which also served as the public unveiling of a relationship that had quietly evolved over the past year. The partnership between the Afro-pop, urban highlife, and Afrobeats star and The Macallan developed through carefully curated cultural engagements beginning in April 2025 with the singer's intimate Coco Money dinner at Kaly Restaurant in Victoria Island, Lagos.
The relationship deepened in July through The Macallan's seamless integration into Adekunle Gold's Coco Money music video and accompanying launch activities. By October, the collaboration expanded further during celebrations around the artist's Fuji album release, reinforcing the whisky brand's growing footprint within Nigeria's music, lifestyle, and creative space.
Speaking on the collaboration, Adekunle Gold described the relationship as a natural fit. "This partnership is rooted in shared values, craftsmanship, excellence, legacy, class, and the beauty of taking time to create something meaningful. Everything I create, whether through music, culture, or storytelling, is built with intention, and that is what makes this relationship with The Macallan feel both natural and deeply authentic. We both understand that timeless work is never rushed, and I am excited about what we will build together," the singer, songwriter, and graphic designer added.
Also speaking on the significance of the partnership, Senior Brand Manager for Nigeria and West and Central Africa at Edrington, Hammed Adebiyi, said: "Adekunle Gold embodies many of the values that have defined The Macallan for over two centuries. He is intentional, culturally influential, creatively fearless, and deeply committed to excellence in his craft. Over the past year, we have watched this relationship evolve organically through meaningful cultural moments, and formalizing this partnership feels both natural and strategically aligned with how we continue to build The Macallan in Nigeria."
As the face of the brand, Adekunle Gold will play a central role in shaping The Macallan's cultural storytelling in Nigeria through curated consumer experiences, creative collaborations, hospitality engagements, and content-driven initiatives aimed at connecting with a new generation of discerning luxury consumers.
