Embracing the philosophy of Chivas by showcasing Africa’s social entrepreneurs

by Chivas 0

‘Sharing success and winning the right way’ – that’s something Chivas’ founding brothers, James and John, believed since they first began to craft their luxury Scotch whisky – a venture that resulted in an incredible whisky. This venture allowed them to generously support their local community for generations … and although the brothers have long since departed, others are finding that business becomes truly rewarding when people share their success and do good for others.

Audu Maikori, Nigerian entrepreneur, social activist, lawyer, public speaker and creative industry professional, will present a six-part television series called ‘Chivas, Win the Right Way’, which will air on CNBC Africa from 7 September. The aim of the show is twofold: to give even more visibility to this movement that uses business as a force for good; and to showcase a new generation of African entrepreneurs. The show will profile six social entrepreneurs from the continent and serve as a precursor to the global competition, ‘The Venture’.

Audu says ‘Chivas, Win the Right Way’ is about celebrating those who not only build personal successes but who also positively impact their communities; a process he calls “profit with purpose”. As the founder and president of Chocolate City Entertainment Group – one of the biggest record labels in Africa, which helps start-up and manage fledgling African artists – Audu is adamant that every enterprise must solve a problem before it can be called a success. “It’s not about the money, it needs to be about the community. Success is defined by helping people to live better. It’s about meeting needs. It’s about boosting employment, and empowerment. It’s about creating value and living ethically.”

This isn’t the first initiative from Chivas in this area. In 2014, Chivas launched ‘The Venture’, a $1-million annual competition, to support and bring together the best young minds in communal development. ‘The Venture’ also aims to help create global problem-solving platforms. Audu is passionate about the competition’s ability to further accelerate ideas and invigorate these bright minds to find issue-driven social solutions – especially in the African context.

Audu hopes to see even more African entrepreneurs opening doors to even more collaboration, whether through music (as in his life story) or farming, health, technology, or education. It is his dream to see more African finalists in ‘The Venture’ in the future.

His advice: “If you have a passion for your big idea, the drive to create tangible outputs, the capacity for hard work, and the determination to leave a legacy, then enter the next season of ‘The Venture’. It’s not even about the $1-million prize – it’s about value and purpose, and driving a cause that is worth more than plain profit.”