On this episode of The Bout, we put luxury brands face-to-face with the creative economy. On one side: Moët & Chandon and Diageo. On the other: the creatives shaping culture across Africa.

Joining the conversation were Kojo Sobo, Executive Director of EMI Africa, and Bliss King, celebrity host and creative. Together, they unpacked how brands can invest more intentionally into creatives—and how creatives must position themselves to attract long-term, meaningful partnerships.

The conversation explored value creation, ownership, and what sustainable collaboration between luxury brands and creatives should really look like in today’s African creative economy.

This conversation took place at Entertainment Weekender 2025.