Rolling Stone Africa Partners with Martell, Launches Culture in the Room

If you weren’t there, chances are you heard about it. Rolling Stone Africa’s inaugural Culture in the Room arrived in Lagos on June 20 as the kind of event the city has always needed: intimate, intentional, and filled with the people actively shaping what Nigerian and West African culture looks and feels like today. The invitation-only evening brought together creators, founders, and global leaders for a curated celebration of artistic excellence, marking a defining moment for cultural exchange across West Africa.

At the heart of the evening was the exclusive Martell VIP Lounge, where the House of Martell brought its philosophy of celebrating life’s most meaningful moments to life through an experience designed to honour authentic connections and the people shaping Africa’s cultural future. For more than 300 years, Martell has believed that the experiences worth savouring extend beyond the glass to include the stories, conversations and shared celebrations that leave a lasting impression.

Its partnership with Rolling Stone Africa reflected that philosophy, creating a refined space where creators, entrepreneurs and cultural leaders exchanged ideas, built connections and celebrated excellence. Throughout the evening, the Martell VIP Lounge became a destination for meaningful conversations, high-level networking and memorable moments, with its bespoke installation serving as the backdrop for many of the night’s defining interactions.

The guest list reflected the exclusivity of the gathering. Dare Art Alade, Tiwa Savage, Bloody Civilian, D’banj, Tracy Nwapa, Korty EO, Lola Rae, Ozinna Anumudu and Blvnde were among those in attendance, alongside Rick Swart of the United States Consulate General in Lagos, underscoring the platform’s growing international relevance.

The evening opened with welcome remarks from Itohan Barlow, Senior Vice President of Rolling Stone Africa, before unfolding through a series of carefully curated moments. A documentary screening and the Next Generation Spotlight showcased emerging voices across music, fashion and film, while live performances by Emma Drumz, Jire Smith and Amma added another creative dimension to the experience. The Rolling Stone Africa cover reveal featuring actor Boris Kodjoe delivered one of the night’s standout moments, reinforcing the publication’s growing influence across the continent.

The Mwankom Vanguard Awards formed another highlight of the evening. As part of Martell’s partnership, Davido received the Music Award in recognition of his contribution to African music and global cultural influence, while Dammy Twitch was honoured with the Visual Storytelling Award for his impact on contemporary African visual storytelling and creative direction.

Speaking on the partnership, Ikechukwu Agu, Commercial Director at Pernod Ricard Nigeria, said:

“For more than three centuries, Martell has believed that the most meaningful achievements come from remaining true to your vision rather than seeking external validation. That philosophy continues to guide us today. Our partnership with Rolling Stone Africa reflects a shared commitment to recognising individuals whose dedication to their craft and lasting cultural impact continue to inspire progress. We are proud to support platforms that create opportunities for connection, recognise excellence and champion the voices driving cultural progress across the continent.”

Culture in the Room is positioned as the beginning of an ongoing cultural movement. Judging by the strength of its inaugural edition, which celebrated regional creative excellence in an intimate yet influential setting, that ambition appears well within reach. For Martell, the evening also reaffirmed the importance of creating spaces where culture is experienced through meaningful connections, shared celebrations and the people whose work continues to shape the future of African creativity.

Established in 2012, Pernod Ricard Nigeria is a member of the Pernod Ricard Group, a global leader in the spirits and champagne industry, combining traditional craftsmanship with world-class brand building and international distribution. Its portfolio spans premium and luxury brands including Inverroche Gin, Absolut Vodka, Ricard Pastis, Ballantine’s, Chivas Regal, Royal Salute, The Glenlivet, Jameson Irish Whiskey, Martell Cognac, Havana Club Rum, Beefeater Gin, Malibu, Mumm and Perrier-Jouët. The company’s mission is to ensure the long-term development of its brands while respecting people and the environment, empowering employees to champion a purposeful, inclusive and responsible culture of authentic conviviality.

Founded in 1715 by Jean Martell, the House of Martell is the oldest of the great cognac houses and a symbol of audacity, mastery and refinement. For more than three centuries, Martell has celebrated those who dare to move differently, guided by curiosity, courage and the pursuit of excellence. At the heart of the House stands The Swift Ascendant, Martell’s enduring emblem of freedom, vision and forward momentum, representing a commitment to rising above convention and continually redefining refinement. From the iconic Martell Cordon Bleu to the boundary-breaking Martell Blue Swift, every creation reflects a legacy of craftsmanship and an invitation to live boldly, purposefully and with audacity.