The heartbeat of Afrobeats echoed through Paris once again as Martell hosted the second edition of Afrobeats Live, an electrifying cultural gathering dedicated to the genre’s global influence. For a second year, the event titled “Women Shaping the Culture,” placed the spotlight squarely on the visionaries, innovators, and leaders redefining the sound and spirit of Afrobeats worldwide.
Launched earlier this year, Martell’s Afrobeats Live has swiftly evolved into a premier cultural platform uniting the creatives and architects behind Africa’s most influential musical movement. More than just a celebration of music, the event serves as a space for collaboration, dialogue, and the amplification of the voices that continue to drive the genre’s unstoppable rise.
This second edition was nothing short of groundbreaking. Curated with precision and passion, the evening unfolded through a series of engaging panels moderated by Sheniece Charway, respected music executive and Martell Cultural Ambassador. The first discussion, “Behind the Music: Crafting the Sound, Shaping the Scene,” delved deep into the business of Afrobeats, examining how managers, A&Rs, and executives are building the infrastructure that sustains global success for African artists.
The second panel, “Beyond the Beat: Shaping Sound and Culture,” explored the artistry behind Afrobeats’ visual and narrative evolution. Creatives, media innovators, and cultural storytellers exchanged powerful insights on how the genre’s aesthetic has become a universal language, influencing fashion, design, and digital storytelling across continents.
Among the evening’s dynamic voices were Thulani Keupilwe (Talent Manager, Lawk Communications), Rima Tahini (Senior Vice President, A&R and Creatives at Mavin Global), Vannessa Amadi-Ogbonna (Talent Manager & Entertainment PR Specialist), Abi Babalola (Tour Director, Hera Touring), and Temi Adeniji (Managing Director, Warner Music Africa). Each woman offered an unfiltered perspective on innovation, mentorship, and the responsibility of representation in shaping the future of Afrobeats.
Adding to the depth of the evening, a compelling fireside chat between Ronami Ogulu, COO of Spaceship Collective, and renowned media personality Zeze Millz offered a masterclass in building global brands from African roots. Their conversation illuminated the intricate art of cultural export and the business of authenticity in today’s music industry.
For Martell, this celebration was more than a showcase, it was a tribute. “The legacy of Rachel Martell is one of courage, resilience, and boldness,” shared Sébastien Borda, Global Marketing Director at Martell. “Those same qualities live on in the women who are shaping Afrobeats and redefining what global culture looks like today.”
Following the discussions, the event transitioned into a vibrant networking mixer where artists, executives, and media connected over music, creativity, and Martell’s signature elegance. The atmosphere buzzed with energy, echoing a shared mission to uplift African artistry and foster a more inclusive creative industry.
“Afrobeats Live was created as a bridge between continents, a platform to celebrate those who are not only creating music but building the culture,” said Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell. “This edition honors the women who are driving that evolution, from studios to boardrooms, and whose stories continue to inspire generations around the world.”
With this second edition, Martell once again affirms its commitment to celebrating the bold voices shaping our time. Through Afrobeats Live, the House continues to honor the audacity and artistry that define its legacy, creating spaces where creativity thrives, culture connects, and the next chapter of Afrobeats unfolds.
