Martell, the oldest of the great cognac houses is stepping into a new phase of cultural engagement with the announcement of three newly appointed Cultural Ambassadors: Adesope Olajide (Shopsydoo), Sheniece Charway, and Abdul Abdullah.
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Martell has long championed freedom, audacity and excellence, and is continuing its cultural journey by shining a spotlight on the people and platforms shaping Afrobeats from within. The three cultural ambassadors are recognzed as cultural leaders across music, media, and storytelling. They have each played an instrumental role in shaping Afrobeats from the inside out, amplifying emerging voices, building platforms for expression, and influencing how the movement is seen and celebrated around the world. Meet Martell’s cultural ambassadors below!
Adesope Olajide (Shopsydoo), founder of The Afrobeats Podcast
A pioneering broadcaster, cultural commentator, and founder of The Afrobeats Podcast, Adesope Olajide (Shoopsydoo) has become one of the genre’s most vocal champions connecting artists to audiences and culture to community across continents.
“I’m excited by the new markets that the success of Afrobeats has opened up, such as Asia — Rema having sold out headline concerts in three cities in India; the Caribbean, with artists like Burna Boy, Davido and Wizkid heading in different countries; and Latin America, especially places like Brazil,” Olajide tells Billboard Africa. “My hope for the superstars of tomorrow is that they can further use Afrobeats as a bridge builder between other cultures & communities.”
Sheniece Charway, music executive and podcast host
Alex Rosu
A respected music executive and podcast host, Sheniece Charway brings sharp industry insight and a passion for artist empowerment. Her work has helped shape Black music narratives across the UK and Europe.
“The rise of Afrobeats and African music is a truly exhilarating moment,” Charway tells Billboard Africa. “It’s more than a trend; it’s a global cultural phenomenon. As someone who has watched this movement grow, both as an executive and personally as a part of my culture, it makes me so proud to be an African woman.
“We’re witnessing an unprecedented wave of superstars emerging from the continent, shattering old boundaries and commanding global stages,” she explains. “This isn’t just about music; it’s a powerful display of cultural exchange and globalisation in action. The world is finally embracing the vibrant rhythms and authentic storytelling that have been a part of our heritage for generations.
“My greatest hope for the superstars of tomorrow is that they continue to push the genre to even greater heights. This is a movement built on authenticity, innovation, and pride, and I believe the next generation will carry that torch with even more fire. The groundwork has been laid, the world is listening, and I am incredibly excited to see what happens next in this space. This is a revolution, and it’s long overdue.”
Abdul Abdulla, founder of AfroFuture Festival and Culture Management Group
Alex Rosu
As the founder of AfroFuture Festival and Culture Management Group, Abdul Abdullah has created space for a new generation of talent to thrive. From Ghana to the US, his work champions Black creativity and entrepreneurship; building platforms that celebrate African music, art, and culture at scale while connecting communities across the diaspora.
“I’m excited for the growth in infrastructure of this business,” Abdullah shares. “This impact has only been led by a few voices. Imagine what happens when there is a proper infrastructure around the entire continent — the boundaries superstars of tomorrow will break are beyond our imagination.”
“Adesope, Sheniece and Abdul bring a powerful sense of cultural stewardship, each one deeply connected to the communities they support, leveraging their networks to lift others, and actively investing in Afrobeats’ future,” says Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell. “They’ve created their own platforms, backed emerging voices, and carry a genuine optimism that’s rooted in action and authenticity, values that truly resonate with Martell’s belief in collective legacy.”
The appointment of the cultural ambassadors builds on the successful launch of Martell’s “Afrobeats Live” experience in Paris, an evening that brought together artists, media, and cultural leaders from across the diaspora to celebrate the movement’s global influence. The event also marked the renewal of Martell’s partnership with global star Davido, further underscoring the brand’s long-term commitment to Afrobeats. With this new chapter, Martell continues to back the people, platforms, and conversations shaping the future of the genre.
“At Martell, we are drawn to movements that are bold, expressive and visionary. The values that drive Afrobeats; authenticity, ambition and cultural excellence are fully aligned with the DNA of our House. Through this collaboration, we are celebrating the voices shaping the future of music and culture,” says Frederic Gardelle, Global Creative Content Director, Martell
Martell’s cultural journey will continue to evolve through meaningful collaboration with its cultural ambassadors; co-creating storytelling that celebrates Afrobeats’ global influence, curating experiences that bring communities together, and supporting the platforms that elevate new voices. From intimate conversations to high-impact cultural moments, each ambassador will help shape how Martell shows up across key regions, offering insight, connection, and creative direction rooted in lived experience.
From Lagos to London, Accra to Atlanta, and Cognac to the world, this is Martell’s cultural journey, standing with Afrobeats as a global force built on community, identity, and creative progress.
