Martell Names Adesope Olajide, Sheniece Charway, and Abdul Abdullah as Cultural Ambassadors for Afrobeats

On August 6, 2025, Martell, the oldest of the great cognac houses, announced Adesope Olajide (Shoopsydoo), Sheniece Charway, and Abdul Abdullah as its new Cultural Ambassadors to champion the global rise of Afrobeats. This move builds on Martell’s commitment to freedom, audacity, and excellence, spotlighting leaders shaping the genre through music, media, and storytelling.

• Adesope Olajide (Shoopsydoo): A UK-based Nigerian broadcaster and founder of The Afrobeats Podcast, Olajide has been pivotal in connecting Afrobeats artists to global audiences. He told Billboard Africa, “I’m excited by the new markets that the success of Afrobeats has opened up, such as Asia… the Caribbean, and Latin America,” emphasizing the genre’s role as a cultural bridge.

• Sheniece Charway: A music executive and podcast host, Charway brings industry insight and a passion for artist empowerment, shaping Black music narratives in the UK and Europe. She described the rise of Afrobeats as “a truly exhilarating moment” and a global cultural phenomenon.

• Abdul Abdullah: Founder of AfroFuture Festival and Culture Management Group, Abdullah creates platforms for African music and art, fostering creativity and entrepreneurship from Ghana to the U.S. His work connects the diaspora through high-impact cultural events.

Lanre Odutola, Martell’s Cultural Partnerships & Influence Marketing Manager, praised the ambassadors for their “cultural stewardship” and optimism rooted in authenticity, aligning with Martell’s values. The announcement follows the successful Afrobeats Live event in Paris on June 25, 2025, moderated by Olajide, which also marked the renewal of Martell’s partnership with Afrobeats star Davido, ongoing since 2021.

Frederic Gardelle, Martell’s Global Creative Content Director, stated, “The values that drive Afrobeats—authenticity, ambition, and cultural excellence—are fully aligned with the DNA of our House.” The ambassadors will collaborate with Martell to co-create programming, curate experiences, and amplify emerging voices, reinforcing Afrobeats’ global influence from Lagos to London and beyond.

Source: African Publicity