Martell took its cultural journey to the next level with the launch of Afrobeats Live in Paris on June 25th—a vibrant celebration of music, culture, and community.

One of the biggest headlines of the night was Martell’s announcement of the partnership with Davido which is an extension of a relationship that began five years ago and has since grown into something much deeper. For the Atlanta-born, Lagos-raised singer, this collaboration with the cognac house is about more than branding. It reflects shared values, cultural investment, and a long-term vision for how Afrobeats can continue to shape the world.

Martell also introduced its new cultural ambassadors; three leading voices in media, music, and culture: Adesope Olajide (Shoopsydoo), Sheniece Charway, and Abdul Abdullah.

Another highlight was a dynamic panel discussion, led by Adesope Olajide, exploring Afrobeats’ incredible global rise and what lies ahead. The conversation touched on everything from talent development and cultural storytelling to the opportunities, and responsibilities, that come with the genre’s worldwide influence.

The evening brought together artists, creatives, media figures, and industry leaders from across the Afrobeats community, celebrating those who have shaped the movement from the ground up. More than just an event, it marked the beginning of Martell’s new series of cultural experiences, set to unfold across Africa, the US, and the wider global diaspora.