Martell—the oldest of the great cognac houses—is embracing a dynamic new era of cultural engagement by appointing three influential figures as its latest Cultural Ambassadors. The newly announced ambassadors—Adesope Olajide (Shopsydoo), Sheniece Charway, and Abdul Abdullah—each bring a rich legacy of influence in music, media, and storytelling, and will play a vital role in shaping the future of the Afrobeats movement.
A Legacy of Audacity and Cultural Expression
Renowned for its values of freedom, audacity, and excellence, Martell has long supported culture and creativity. With this new chapter, the brand continues to spotlight the people and platforms pushing Afrobeats forward from the inside out. Each ambassador has not only witnessed the genre’s evolution but has actively shaped it—amplifying emerging voices, building authentic platforms, and influencing how Afrobeats is perceived across the globe.
Meet Martell’s New Cultural Ambassadors
Adesope Olajide (Shopsydoo): The Voice of the Movement
A pioneering broadcaster and cultural commentator, Adesope Olajide is the founder of The Afrobeats Podcast and a recognized global advocate for Afrobeats. His work has helped bridge continents, connecting artists to international audiences and communities.
“I’m excited by the new markets that the success of Afrobeats has opened up,” Olajide shared with Billboard Africa. “From Rema selling out shows in India to Burna Boy and Davido touring the Caribbean and Latin America, the genre is becoming a global connector. My hope is that the superstars of tomorrow use Afrobeats as a bridge between cultures.”
Sheniece Charway: Championing African Music in the UK and Europe
As a respected music executive and podcast host, Sheniece Charway brings both industry knowledge and cultural insight. Her dedication to uplifting Black music narratives has made her a key figure in Afrobeats’ UK and European journey.
“The rise of African music is more than a trend—it’s a cultural revolution,” she explained. “We are witnessing the emergence of artists who are breaking boundaries and commanding global stages. My hope for the future is that artists continue to innovate and lead with authenticity, pride, and purpose. The world is finally listening.”
Abdul Abdullah: Building Platforms for the Diaspora
Founder of AfroFuture Festival and Culture Management Group, Abdul Abdullah is creating space for Black creativity to flourish. With roots in Ghana and reach across the US, his work is transforming how African culture is celebrated and sustained globally.
“I’m excited for the growth in infrastructure,” Abdullah said. “We’ve seen impact from a few key voices—imagine what’s possible with comprehensive support systems across the continent. The stars of tomorrow will break barriers we can’t even imagine yet.”
Martell’s Vision for Afrobeats’ Global Future
“These three ambassadors—Adesope, Sheniece, and Abdul—embody what it means to be cultural stewards,” says Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell. “They’ve built platforms, elevated voices, and bring authenticity, optimism, and action—all values that reflect Martell’s belief in legacy and collaboration.”
This appointment follows the successful “Afrobeats Live” experience in Paris—a night that united artists, media, and cultural leaders from across the diaspora. The event also marked the renewal of Martell’s partnership with global icon Davido, reinforcing the brand’s enduring commitment to Afrobeats.
“At Martell, we’re drawn to movements that are bold, expressive, and visionary,” says Frédéric Gardelle, Martell’s Global Creative Content Director. “Afrobeats represents authenticity, ambition, and excellence—qualities that align deeply with Martell’s DNA. Through this collaboration, we celebrate the voices that are shaping the future of global music and culture.”
A Cultural Journey From Cognac to the World
With Martell Reveals Cultural Icons Set to Influence the Future of Afrobeats, the brand is doubling down on its mission to support creators and storytellers who are redefining culture. From Lagos to London, Accra to Atlanta, and from Cognac to the world—Martell’s cultural journey continues through collaboration, community, and creative expression.
Together with its cultural ambassadors, Martell will co-create storytelling campaigns, curate cultural moments, and support the next wave of musical visionaries—cementing its place not just as a heritage cognac brand, but as a partner in shaping the future of Afrobeats.
