Martell, the world’s oldest great cognac house, has reignited its award-winning ‘Be the Standout Swift’ campaign with Grammy-nominated Nigerian superstar Davido at the helm. This second chapter celebrates not only the success of Afrobeats on the global stage but also the parallel journey of artists like Davido, who have remained true to their craft, resilient in their journey, and committed to inspiring others to follow their own path.
As Afrobeats continues its meteoric rise and solidifies its place in global pop culture, Martell has marked this momentous occasion by launching a powerful new film, starring Davido and directed by renowned filmmaker Meji Alabi. The film, which serves as the cornerstone of the new campaign, draws inspiration from Davido’s decade-long contribution to the genre and his pivotal role in taking Afrobeats beyond Nigeria’s borders to global prominence. The campaign celebrates those who have been instrumental in pushing the boundaries of African music, unapologetically redefining the world’s perception of what it means to be African.
The narrative of the new film echoes the core message of Afrobeats itself—boldness, resilience, and authenticity. Over the years, the genre has transcended its musical origins to become a cultural movement, championed by artists who dare to challenge convention. In this chapter, Martell pays homage to music legend Fela Aníkúlápó Kuti, whose fearless approach laid the groundwork for the evolution of Afrobeats. Fela’s unyielding determination to create on his own terms continues to inspire today’s Afrobeats ambassadors like Davido, who have adopted that same audacity to break barriers and shape the future of music.
Speaking about his role in the campaign and his journey as a global ambassador for Afrobeats, Davido reflected on the genre’s significance, noting that its success is not by chance but a result of the resilience, passion, and authenticity of the artists who have stayed true to their sound. Afrobeats, now celebrated worldwide, is a testament to the power of African creativity and the limitless potential that exists when one dares to dream beyond traditional limits.
For Martell, a “Standout Swift” is someone who not only defies convention but also opens doors for others. Davido embodies this spirit, using his platform to inspire the next generation of artists and creatives to pursue success on their own terms. Through this campaign, Martell and Davido aim to encourage individuals to be unapologetically themselves, push boundaries, and create a legacy that benefits others.
This collaboration is not only a celebration of Afrobeats’ triumph but also a call to action for dreamers everywhere, reminding them that with resilience and boldness, they too can rewrite the rules and carve out their path to greatness.
