Johnnie Walker Honors Musical Icon Paulinho da Costa
Johnnie Walker is launching a major global tribute. This tribute celebrates percussionist Paulinho da Costa. It highlights his profound impact on world music. Costa is a Brazilian-born legend. He will soon receive a star on the Hollywood Walk of Fame. This major news marks a historic moment for Brazilian culture. The year 2026 will see this special induction. Paulinho da Costa becomes the first Brazilian to earn this honor.
A True Music Master
Paulinho da Costa’s career spans decades. He began playing percussion as a child. This was in Rio de Janeiro, Brazil. He moved to Los Angeles in the early 1970s. His talent quickly made him a sought-after session musician. In fact, Costa has played on over 6,000 tracks. He recorded with 972 different artists. His work graces albums from global superstars. These include Michael Jackson and Madonna. Whitney Houston and Elton John also feature his talent. Additionally, he worked with Quincy Jones and Lionel Richie.
His Rhythms Defined Hits
Costa’s percussion is on countless hit songs. Think of Michael Jackson’s “Thriller.” Madonna’s “La Isla Bonita” features him. Lionel Richie’s “All Night Long” also showcases his skill. He contributed to over 350 film soundtracks. These include classics like “Dirty Dancing.” They also span “Jurassic Park” and “Mission: Impossible”. In total, these films won 12 Oscars. Paulinho is a multi-instrumentalist. He masterfully plays over 200 percussion instruments. His skill crosses many cultural traditions. DownBeat magazine calls him a top percussionist.
Johnnie Walker’s Cultural Platform
The tribute campaign is part of Johnnie Walker’s global platform. It is called “Steps that Change the Rhythm of the World”. This platform launched in 2025. It aims to inspire progress. It connects music, culture, and unique experiences. The agency AlmapBBDO created the campaign. They wanted to bring this legendary artist into the spotlight. In fact, many in Brazil did not know his name. Johnnie Walker seeks to change this. They are celebrating his journey and influence.
Previous Cultural Investments
This is not Johnnie Walker’s first cultural initiative. They previously launched “Errata 88.” This campaign honored Bossa Nova pioneer Alaíde Costa. It corrected a historical oversight. The brand also partners globally with artists. Sabrina Carpenter is a current music ambassador. These actions show their commitment to culture. They champion stories of progress.
A Well-Deserved Spotlight
Paulinho da Costa’s star on the Hollywood Walk of Fame is significant news. It recognizes his immense contribution. It highlights the global reach of Brazilian music. This award honors his tireless work. It brings his story to a wider audience. Johnnie Walker’s campaign amplifies this recognition. They spotlight an artist whose rhythms shaped the world. His legacy will now shine brighter than ever. This tribute reinforces the brand’s message. It’s about celebrating impactful journeys. It aligns with the spirit of “Keep Walking”.
The “Steps that Change the Rhythm of the World” campaign tells Costa’s story. It uses a manifesto film. This film connects his musical journey. It emphasizes how he changed global sounds. This initiative aims to inspire millions. It celebrates the power of music. It honors an artist who truly changed the rhythm of the world.
