Martell x Davido: The Resilient Journey of Afrobeats

MARTELL AND DAVIDO REIGNITE COLLABORATION WITH A SECOND CHAPTER OF ‘BE THE STANDOUT SWIFT’ CAMPAIGN

The second chapter of the “Be the Standout Swift” campaign celebrates the global rise and acceptance of Afrobeats and highlights the parallels with Davido in his quest to inspire others to succeed on their own terms.

Martell, the oldest of the great cognac house kicks off the second chapter of its 2021 award-winning ‘Be the Standout Swift’ campaign with singer, songwriter, and Grammy-nominated superstar, Davido. Celebrating the rise of Afrobeats, this new chapter looks to honour and inspire those who have stayed authentic to their craft, resilient on their journey, and are taking others along with them.

To launch this chapter of the campaign, Martell has unveiled a new film starring Davido as the lead character, and brought to life by award-winning director, Meji Alabi, who also shot the first campaign film. The plot is inspired by Davido’s decade-long contribution to Afrobeats’, its critical acclaim, and its success. In recent years, Afrobeats’ music genre has exploded into pop culture globally, unapologetically redefining the world’s view on what it means to be African.

Spotlighting the Journey of Afrobeats Over the Years

The film celebrates the journey of Afrobeats and its global acceptance, spotlighting those who have paved the way, or contributed to its continued success today. Its global success is “no accident”. With courage, resilience, and audacity, it has evolved beyond just a music genre, but a cultural beacon the world celebrates today.

Music legend and Afrobeat pioneer, Fela Aníkúlápó Kuti, is paid homage in the film for the pivotal role he played in birthing and inspiring what is Afrobeats today. Fela, whose determination to do things on his own terms, continues to inspire those like Davido who are embracing this spirit of audacity by being resilient enough to break down barriers, believe in themselves, and pave the way for the next generation. Speaking on his journey as an Afrobeats ambassador;

For Martell, a Standout Swift is someone who challenges convention and opens the way for others – and Davido certainly has that influence. His partnership with Martell aims to inspire others to be unapologetically themselves and create their own path for the benefit of others.

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