Martell Celebrates Greatness and Audacity in New Campaign Featuring Afrobeats Powerhouse Davido

If you think back on the moments that have changed the world, one thing becomes clear: the people who made a difference didn’t follow the rules—they wrote their own. From the pulsating rhythm of Fela Kuti’s Afrobeat to Davido’s global rise with Afrobeats, some of the most iconic movements in history were born from audacity, resilience, and a refusal to blend in.

It’s no surprise then that Martell Cognac’s latest campaign, “Be The Standout Swift”, is about celebrating that same spirit. A spirit that’s rooted in legacy, but constantly breaking conventions. And in this chapter, they’re paying homage to not just one icon, but two: Fela, the pioneer; and Davido, the trailblazer.

The Echo of Fela

Fela Kuti was a legend who seamlessly embodied what it meant to be a musician and force of nature. Throughout his lifetime, he pioneered a new genre, redefining what it meant to be African on the global stage in the process. Afrobeat, with its electrifying rhythms and bold lyrics, challenged the political and social norms of the time. Fela didn’t follow anyone else’s blueprint, and that’s what made him extraordinary.

His fearless activism and unyielding spirit continue to inspire generations. Fela’s 1969 album, The ’69 Los Angeles Sessions, marked the beginning of Afrobeat. His most famous song, Zombie, was included in Jay-Z’s Songs for Survival playlist during the 2016 Black Lives Matter protests. The Martell new campaign captures this defiant spirit, celebrating Fela’s legacy and its impact on modern music and culture.

Fela’s influence on modern Afrobeats is undeniable. His ethos—living on your own terms, refusing to conform—echoes in every beat, every song, and every movement. It’s a nod to those who didn’t just stand out but stood for something bigger. Fela’s music was not just entertainment; it was a powerful tool for social and political change.

Davido: The Audacity Blueprint

Fast forward a few decades, and we find Davido as a diligent flag bearer of this audacious spirit. Much like Fela, Davido’s journey has been anything but typical. Born into privilege, he could have easily coasted on society’s expectations. However, it was his audacity that drove him to defy the conventional path laid out for him. Instead of conforming, he boldly chose to pursue music—a career that didn’t fit the blueprint others envisioned. And yet, through sheer audacity, he not only succeeded but reshaped the landscape, not by following trends, but by daring to create them.

Afrobeats—Davido’s home turf—has evolved from a genre to a global movement, a cultural export that’s redefining Africa’s place in the world. And Davido? He’s one of the artists making sure the world takes notice. His journey mirrors the values of boldness and resilience that Martell celebrates.

The Beauty of Legacy

Here’s what’s interesting: Martell, like Fela and Davido, has never been one to stay in its lane. Founded over 300 years ago, it’s one of the oldest cognac houses, but that doesn’t mean it’s stuck in tradition. Martell has always been about pushing boundaries—whether it was being the first cognac to ship barrels to the U.S. or experimenting with new blends like Martell Blue Swift. It’s a brand that understands that legacy doesn’t mean staying still; it means evolving while staying true to your roots.

In that sense, Martell’s partnership with Davido isn’t surprising—it’s poetic. Davido’s rise parallels Martell’s journey: steeped in history but driven by innovation, both are examples of what happens when you embrace who you are rather than trying to fit in.

More Than a Campaign: It’s a Movement

The “Be The Standout Swift” campaign, directed by award-winning filmmaker Meji Alabi, goes beyond the surface. It is a visual love letter to Afrobeats and the people behind it. It honors the journey of those who dared to be different—from Fela, whose courage redefined music, to Davido, whose influence is shaping the future.

Click to see the film.

But the message doesn’t end with these two icons. The campaign is also about you—the reader, the listener, the dreamer. It’s an invitation to stop waiting for permission to stand out. Whether you’re in music, business, or just navigating life, the world doesn’t need more people who fit in. It needs more people who challenge the status quo, who make their own rules, and who inspire others to do the same.

What It Really Means to Be a Standout Swift

So, what does it mean to be a Standout Swift? It’s about resilience. It’s about showing up when the world says no. It’s about being bold enough to follow your path, even if no one’s walked it before you. And if there’s one thing Fela, Davido, and Martell all share, it’s this belief in the power of individuality.

There’s something timeless about that message. It transcends genres, industries, and even generations. Whether you’re sipping on Martell Blue Swift or vibing to the latest Afrobeats track, the essence is the same: live boldly, stay true to yourself, and forge your own path.

In a world that often rewards conformity, being a Standout Swift means daring to be different. It means embracing your unique qualities and using them to make a difference. Fela and Davido exemplify this spirit, and Martell’s campaign is a celebration of that audacity. So, take a page from their book—live boldly, stay true to yourself, and let the world catch up.