Martell’s Afrobeats Live Event Celebrates Women at the Forefront of Global Music Culture
In a significant gathering held in Paris on October 4, 2025, the cognac house Martell hosted the second edition of its “Afrobeats Live” event, this year titled “Women Shaping the Culture.” This prominent event served as a crucial platform to honor and highlight the influential women who are instrumental in defining the sound, style, and trajectory of the Afrobeats music genre. This recent initiative underscores Martell’s dedication to championing the voices and contributions of those driving Afrobeats’ ever-expanding global presence.
Genesis of a Cultural Platform
Afrobeats Live was first introduced in June 2025, conceived by Martell as a dedicated cultural platform designed to convene and celebrate the individuals at the heart of Afrobeats music and its associated culture. The series aims to amplify the voices contributing to the genre’s remarkable journey across Africa, the United States, and the broader global diaspora. The “Women Shaping the Culture” edition was a natural progression, focusing on the integral role women play behind the scenes and in creative leadership.
Spotlight on Female Leadership
The core theme of this year’s Afrobeats Live event was to place women at the center of the conversation, recognizing their significant impact as executives, managers, creatives, and storytellers. These women are not only powering the genre’s global expansion but are also shaping its business, visual aesthetics, and cultural narrative. The evening in Paris featured two insightful panel discussions, expertly moderated by Martell Cultural Ambassador and respected music executive, Sheniece Charway.
Architects of the Afrobeats Business and Visuals
The first panel delved into the intricacies of how managers, A&Rs, and executives are building the business of Afrobeats. Discussions covered critical areas such as creating sustainable industry infrastructure, fostering cross-continental collaborations, and developing robust global strategies for African artists. This segment provided valuable insights into the strategic foundations that support Afrobeats’ international success.
The second panel shifted focus to the visual storytelling within Afrobeats, exploring how creative directors and media platforms are setting global trends. This discussion highlighted the art of visual narrative in Afrobeats, examining how it enhances cultural representation and reaches new audiences worldwide. The conversations provided a comprehensive look at how the genre’s appeal is amplified through compelling visual elements.
Esteemed Voices and Industry Insights
This edition of Afrobeats Live brought together a distinguished group of panelists. Among them were Thulani Keupilwe, Talent Manager at Lawk Communications; Rima Tahini, Senior Vice President of A&R and Creatives at Mavin Global; Vannessa Amadi-Ogbonna, a Talent Manager and Entertainment PR Specialist; Abi Babalola, Tour Director at Hera Touring; and Temi Adeniji, Managing Director at Warner Music Africa. Their collective expertise offered a deep dive into the multifaceted world of Afrobeats. Adding further depth, a fireside chat featured Ronami Ogulu, COO of Spaceship Collective and manager to Burna Boy, in conversation with media personality Zeze Millz. Their dialogue explored the architectural principles behind building a global artist brand and the commercial aspects of cultural export, providing candid insights into the realities of the industry.
Martell’s Enduring Commitment
Sébastien Borda, Global Marketing Director at Martell, articulated the brand’s philosophy, stating, “Rachel Martell’s legacy was built on audacity, resilience, and authenticity, values that continue to inspire us today.” He emphasized that the event honors this spirit by celebrating women advancing African creativity on the global stage. Martell’s dedication to Afrobeats extends beyond this event, marked by its earlier appointment of cultural ambassadors and its renewed partnership with global star Davido, reinforcing its long-term commitment to the genre and its cultural significance. This continued investment signifies Martell’s role not just as a sponsor, but as a partner in the growth and evolution of Afrobeats culture.
The Future of Afrobeats
The “Women Shaping the Culture” event reaffirmed the vibrant and dynamic nature of Afrobeats. As the genre continues its ascent, the contributions of these women are becoming increasingly recognized as vital to its sustained success and global impact. Martell’s Afrobeats Live series serves as a crucial platform for these discussions, fostering collaboration and inspiring the next generation of leaders who will undoubtedly shape the future of this influential music movement and its broader cultural footprint. This news highlights the ongoing maturation of the Afrobeats industry and the pivotal roles women now occupy within it.
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