Davido leads new Martell campaign for Afrobeats

According to Martell, founded over 300 years ago, the move recognises the experiences of those who chose to stand out. Martell adds that it honours a spirit rooted in legacy while continually breaking conventions.

“From the pulsating rhythm of Fela Kuti’s Afrobeat to Davido’s global rise with Afrobeats, some of the most iconic movements in history were born from audacity, resilience, and a refusal to blend in,” a statement reads. 

The campaign also invites the public to stop waiting for permission to stand out. “Whether you’re in music, business, or just navigating life, the world doesn’t need more people who fit in. It needs more people who challenge the status quo, make their own rules, and inspire others to do the same.”

An attendant, Meji Alabi-directed campaign film salutes Davido’s 10-year impact on Afrobeats. “The global success of Afrobeats is no accident,” Davido says in the clip. “Through the years, we had to work hard for it. We pushed through closed doors and created our own path, staying resilient, believing in ourselves and lifting others along the way. Today, we soar high around the world because when we believe in ourselves, we fly.”

Speaking to Music In Africa, Davido, whom Martell describes as a “diligent flagbearer of this audacious spirit,” said: “What excites me the most is how real the message is. Martell is all about audacity and doing things differently, which is exactly how I’ve lived my life and built my career. This campaign is a perfect reflection of that energy – being fearless and owning your journey. It’s a big vibe.”

In November last year, Davido partnered with Martell to release an exclusive edition of Martell XO cognac, inspired by “Davido’s vibrant personality and extraordinary life story, sources of inspiration for young people across Africa and beyond.”

Often cited among Afrobeats’ “top three” alongside Wizkid and Burna Boy, Davido, behind widely successful collections like Omo Baba Olowo, A Good Time, A Better Time and Timeless, also represents several other brands, including sportswear label Puma, smartphone brand Infinix, gaming platform 1XBET, and automobile manufacturing company GAC Motor.

Over the years, Martell has also backed rap cyphers featuring MI Abaga, Jesse Jagz, Ice Prince, A-Q, Loose Kaynon and Blaqbonez.

Martell is not the only cognac brand associated with Nigerian popstars. Since 2009, rival brand Hennessy has supported events such as the Hennessy Artistry Cyphers, VS Class, Artistry Club tours and Hennessy Artistry concerts. In 2020, Hennessy released a three-part docuseries on the evolution of Nigerian hip hop.