Afrobeats superstar Davido has again joined forces with Martell Cognac for the second chapter of their acclaimed “Be the Standout Swift” campaign.
This partnership, announced on Thursday, September 26, celebrates the meteoric rise of Afrobeats on the global stage and honours those who have remained true to their craft while inspiring others to succeed on their own terms.
The campaign’s centerpiece, according to a statement, is a captivating new film starring Davido, directed by the award-winning Meji Alabi.
The narrative draws inspiration from Davido’s decade-long contribution to Afrobeats, chronicling the genre’s explosion into global pop culture and its role in redefining the world’s perception of African artistry.
Afrobeats, once a niche genre, has now become a cultural phenomenon, captivating audiences worldwide with its infectious rhythms and vibrant energy. The film pays homage to the pioneers who paved the way, including a special tribute to Fela Aníkúlápó-Kuti, the legendary musician whose groundbreaking work laid the foundation for today’s Afrobeats movement.
Davido, speaking about his role as an Afrobeats ambassador, expressed his pride in the genre’s global acceptance.
“After so many years of staying true to ourselves and honing this craft we’ve poured so much into, I can’t explain how good it feels that Afrobeats is loved across the world,” he stated.
The Grammy-nominated artiste emphasised the collective effort behind Afrobeats’ success, noting that “Afrobeats’ success took a village, and our collective passion and drive is what fuels us.”
Sebastien Borda, Global Marketing Director at Pernod Ricard, praised Davido’s influence, saying, “Davido’s role in the global success of Afrobeats is undeniable. For us at Martell, Davido on this journey has embodied hard work, courage, resilience & audacity; all of which are values that resonate strongly with our brand.”
The partnership between Martell and Davido goes beyond mere brand promotion. It seeks to inspire individuals to challenge conventions and create their own paths for the benefit of others. This aligns with Martell’s commitment to driving positive change and celebrating those who boldly take on challenges to benefit many, rather than conforming to codes that favour a few.
Davido’s journey in the music industry has been nothing short of remarkable. With over 2 billion streams and 1 billion video views across his 11-year career, he has become the most followed Afrobeats artiste on social media. His latest album, Timeless, released in 2023, broke global records for an African artiste, streaming over 133 million times in its first week.
The “Be the Standout Swift” campaign not only highlights Davido’s personal success but also shines a light on the broader impact of Afrobeats. The genre has evolved beyond music, becoming a cultural beacon that the world celebrates today. Its success is attributed to the courage, resilience and audacity of artists like Davido who have pushed boundaries and remained authentic to their roots.
The second chapter of the “Be the Standout Swift” campaign promises to be a thrilling journey, inviting audiences to raise a glass to the global triumph of Afrobeats and the visionaries who have made it possible. As the oldest of the great cognac houses meets one of music’s brightest stars, the world watches in anticipation of the magic they will cr
eate together.
