Martell Cognac and Afrobeats powerhouse Davido toast to second chapter of partnership with new campaign

Martell, the oldest of the great cognac houses, recently kicked off the second chapter of its 2021 award-winning ‘Be the Standout Swift’ campaign with singer, songwriter, and Grammy- nominated superstar, Davido. Celebrating the rise of Afrobeats, this new chapter looks to honour and inspire those who have stayed authentic to their craft, resilient on their journey, and are uplifting others along with them.

In an exclusive, Davido shared some inspiring insights on his journey to democratising Afrobeats globally as a Standout Swift.

Can you tell us about the Be the Standout Swift campaign and what it means to you?

“Be The Standout Swift” is all about being bold. It’s about moving differently and doing things your own way, no matter what. For me, it’s a perfect fit because my whole career has been about breaking boundaries, doing the unexpected, and staying true to myself. So, teaming up with Martell on this just made sense—it’s all about pushing that message of standing out and owning your lane.

You’ve had an incredible career journey. What bold decisions have you made that helped you stand out and define your path?

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Ah, man, where do I even start? One of the boldest moves was when I decided to go all-in with my music, despite what people were saying. I mean, I come from a family where education and business are the main focus. So, stepping out to do music wasn’t exactly the norm, but I knew what I wanted. I believed in my sound and stayed focused, and this birthed my first hit—Dami Duro. That was one of the key decisions that defined my path.

Were there moments where you had to challenge societal expectations to get to where you are today?

For sure, coming from my background, people didn’t expect me to pursue music seriously. There were a lot of eyes on me, but I had to block out the noise and keep doing what I knew would work. You just have to believe in yourself even when it seems like no one else does. That’s what makes you stand out.

Can you share a moment when you had to go against the norm, and how that shaped your career?

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Yeah, one big moment was when I started making international moves early in my career. Some people were like, ‘Why are you doing that so soon?’ But I knew Afrobeats had the potential to go global, and I wanted to be part of that wave. Now, the world can’t get enough of Afrobeats, and I’m proud I made that call when I did.

How do you stay audacious in an industry that is constantly evolving? What advice do you have for people looking to make bold moves in their own lives?

Staying audacious is about never getting too comfortable. You have to keep pushing, keep reinventing yourself, and always aim to do better than your last move. For me, it’s all about staying ahead and keeping that hunger alive, in spite of my privilege and accomplishments. My advice to anyone trying to make bold moves—don’t wait for permission. Bet on yourself. Even when things seem risky or scary, go for it.

What excites you the most about partnering with Martell on this campaign? How does the campaign reflect your personal and professional journey?

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Honestly, what excites me the most is how real the message is. Martell is all about audacity and doing things differently, which is exactly how I’ve lived my life and built my career. This campaign is a perfect reflection of that energy—being fearless and owning your journey. It’s a big vibe.

How would you encourage the next generation of artists and creatives to be bold and carve out their own paths?

My advice is simple: don’t try to fit in. It’s cool to be different. There’s only one you, and that’s your power. So, trust your vision, put in the work, and don’t let anyone tell you that you can’t do it. The world respects authenticity—be bold and unapologetically yourself.

What message would you like to leave your fans with, especially in line with the “Be The Standout Swift” campaign?

Go out there and be the standout swift! Whatever you’re doing, whether it’s music, business, school, whatever, make sure you’re doing it in your own way. Don’t be afraid to make moves that others might not understand at first. Be bold, be audacious, and always stand out. Let’s keep soaring together. Much love!

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To launch this chapter of the campaign, Martell has unveiled a new film starring Davido as the lead character and brought to life by award-winning director, Meji Alabi, who also shot the first campaign film. The plot 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.

As an avid promoter of the message of taking initiative through audacity, Martell in itself has been pushing the boundaries of innovation. In 1973, it was the first cognac house to ship its barrels to America, and the Martell Blue Swift is a celebration of the brand’s innovative and historic ties with the United States, expanding into global markets across Europe, Asia, and Africa.