Martell and Davido Celebrate the Journey of Afrobeats

Brought to life by RSA’s renowned Grammy Award-winning director, Meji Alabi, who also shot the first campaign film, this new chapter celebrates the rise of Afrobeats and looks to honour and inspire those who have stayed authentic to their craft, resilient on their journey, and are taking others along with them.

‘Be the Standout Swift’ is supported by online, OOH, photography, digital, and social activations, and 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.

“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,” said Davido, speaking on his journey as an ambassador of the genre. “The wins we’re seeing means so much knowing we didn't change who we are.”

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.

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.

As a brand committed to driving positive change, Martell celebrates those who boldly take on challenges to benefit many, instead of conforming to codes that favour a few. Drawing inspiration from this ethos and Davido’s legacy, Martell is looking to encourage people to stand out from the crowd and redefine conventions.