Constructing on the success of its launch earlier this year, Martell’s Afrobeats Dwell returned to Paris for its second version with a daring celebration of the ladies defining the style’s sound, fashion, and future.
Launched in June 2025, Afrobeats Dwell is Martell’s international cultural platform devoted to bringing collectively the people who find themselves shaping the music and tradition of Afrobeats.
This second version, themed “Ladies Shaping the Tradition”, positioned ladies on the coronary heart of the dialog, spotlighting the executives, managers, creatives, and storytellers whose management powers the style’s continued rise.
The night featured two dynamic panel discussions, moderated by revered music govt and Martell Cultural Ambassador, Sheniece Charway.
The first panel, Behind the Music: Crafting the Sound, Shaping the Scene, explored how managers, A&Rs, and executives are constructing the enterprise of Afrobeats, from growing international profession methods for artists to creating sustainable infrastructure and forging cross-continental collaborations.
The second panel, Past the beat – shaping sound and tradition, examined how inventive administrators, media and storytellers are shaping Afrobeats’ visible language, setting international developments, and redefining how the tradition is seen on the world stage.
The panellists, Thulani Keupilwe (Expertise Supervisor, Lawk Communications), Rima Tahini (Senior Vice President, (A&R) and Creatives at Mavin World), Vannessa Amadi-Ogbonna (Expertise Supervisor & Leisure PR Specialist), Abi Babalola (Tour Director, Hera Touring) and Temi Adeniji (Managing Director, Warner Music Africa) shared daring insights on trade innovation, the significance of collaboration, and the accountability of cultural custodianship as Afrobeats continues to dominate international charts.
The conversations had been charged with vitality, with panelists providing candid recommendation for the following technology of creatives whereas difficult the trade to construct a stronger, extra inclusive future.
The night additionally featured a fireside chat with Ronami Ogulu, COO of Spaceship Collective, in dialog with media character Zeze Millz. The dialogue explored the structure of constructing a really international artist model and the enterprise of cultural export.
“Rachel Martell’s legacy was constructed on audacity, resilience, and authenticity, values that proceed to encourage us as we speak,” stated Sébastien Borda, World Advertising and marketing Director at Martell.
“Immediately we honour that spirit by celebrating the ladies whose imaginative and prescient and affect are advancing African creativity on the worldwide stage. Their contributions have at all times been important to music and tradition, and this version of Afrobeats Dwell shines a well-deserved highlight on their impression.”
Following the discussions, trade leaders, tastemakers, and media linked at an intimate networking mixer, persevering with the dialogue in a setting designed to encourage collaboration and partnership.
“Afrobeats Dwell was created to carry collectively the folks constructing this style and to provide them the house to share concepts that transfer tradition ahead. This version was devoted to the ladies who’re main that progress – in studios, on phases, and in boardrooms around the globe. Martell is proud to have fun their creativity, ambition, unwavering resilience and their imaginative and prescient for the way forward for Afrobeats,” stated Lanre Odutola, Cultural Partnerships & Affect Advertising and marketing Supervisor at Martell.
The second version of Afrobeats Dwell reaffirmed Martell’s dedication to creating significant areas that remember the architects of tradition and encourage the following technology. Via Afrobeats Dwell, Martell champions the voices shaping the following chapter of Afrobeats throughout Africa, the U.S., and the worldwide diaspora.
About Maison Martell
The oldest of the nice cognac homes, based by Jean Martell in 1715, Maison Martell is famend all through the world for the finesse and magnificence of its cognacs, the results of a legacy of savoir-faire handed down via 9 generations. Along with a ardour for its craft and a profound attachment to the terroir, Maison Martell is outlined by the audacity with which it has challenged conference to create new expressions of cognac, together with the icon Martell Cordon Bleu in 1912. The free spirit of the Home is symbolised by its historic emblem: the swift.
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