Martell, the world’s oldest major cognac house, officially launched its Afrobeats Live event series in Paris on June 25. The evening wasn’t just about music or luxury—it marked a deeper shift in the brand’s evolving strategy: an intentional and long-term partnership with the Afrobeats movement that continues to shape the cultural identity of a generation.
Set against the lively backdrop of Parisian nightlife, the debut event celebrated more than Martell’s signature cognac. It highlighted Afrobeats as a global cultural force—vibrant, unapologetic, and forward-looking—and the brand’s desire to walk alongside that energy, rather than simply tap into it.
Speaking on Martell’s renewed cultural vision, Lanre Odutola, Martell’s Cultural Partnerships & Influence Marketing Manager, explained the alignment:
“Afrobeats is a force for cultural progress, and it’s built by artists and communities who are clear about their future. Our commitment is grounded in respect. We’re here to walk alongside the movement, not just observe it.”
That intention was made real with the announcement of Martell’s renewed partnership with global Afrobeats icon Davido—a collaboration that’s already disrupted the traditional boundaries between legacy brands and contemporary cultural influence. This next phase goes deeper: from branding to building. From visibility to value.
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Cultural Ambassadors Join the Movement
One of the night’s major moments was the unveiling of Martell’s newly appointed cultural ambassadors, a trio of respected figures who each bring authenticity and lived experience to the table:
• Adesope Olajide (Shoopsydoo) – Influential UK-based broadcaster and founder of The Afrobeats Podcast
• Sheniece Charway – Music executive and podcast host who’s built bridges between emerging artists and major platforms
• Abdul Abdullah – Founder of AfroFuture Festival and head of the Culture Management Group
These voices will be instrumental in shaping Martell’s approach, not just as endorsers, but as co-creators—helping design programming and narratives that keep the brand’s work grounded in the pulse of the community.
Afrobeats Live wasn’t all sound and spectacle. A standout feature of the night was a panel discussion, moderated by Shoopsydoo, that explored Afrobeats’ ongoing global expansion and the challenges that come with it. Topics ranged from talent development and cultural storytelling to the genre’s evolving infrastructure and the growing global expectations placed on artists and creatives from Africa and its diaspora.
“Legacy isn’t about staying in the past,” said Sébastien Borda, Martell’s Global Marketing Director. “It’s about having the courage to rewrite what legacy can mean. This event is a reflection of that belief—supporting culture not from a distance, but from within.”
What’s Next?
Martell’s Afrobeats Live isn’t a one-off stunt—it’s the beginning of a sustained engagement that will roll out across key cities in Africa, the United States, and diaspora hubs worldwide. By creating platforms for meaningful dialogue, artistic expression, and cultural exchange, Martell is positioning itself not as a passive sponsor, but as an active participant in Afrobeats’ global journey.
As one guest at the Paris event put it: “For once, a brand isn’t just riding the wave—it’s helping build the ship.”
With its roots in tradition and its eyes on the future, Martell’s cultural pivot could be a case study in how legacy brands can remain relevant—not by dominating culture, but by respecting it.
