Cognac house Martell brought the second edition of its Afrobeats Live event series back to Paris this month (4 October) with a celebration of the women who define the genre’s sound, style and future.
First launched in June 2025, Afrobeats Live is Martell’s dedicated cultraul platform that brings together the people shaping the music and culture of Afrobeats. Through Afrobeats Live, Martell champions the voices shaping the next chapter of Afrobeats across Africa, the US, and the global diaspora.
Titled “Women Shaping the Culture,” the October 2025 chapter focused on the executives, managers, creatives and storytellers who continue to power the genre’s global expansion. The evening featured two dynamic panel discussions, moderated by music executive and Martell Cultural Ambassador Sheniece Charway. The first panel explored how managers, A&Rs, and executives shape the business of Afrobeats, from creating sustainable infrastructure and cross-continental collaborations to building global strageties for African stars.
The second panel explored the visual elements of storytelling within Afrobeats, examining how creative directors and media platforms set global trends and take cultural representation to new audiences. Panellists included 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).
The evening also featured a fireside chat with Ronami Ogulu, COO of Spaceship Collective, and manager and sister to Burna Boy, in conversation with media personality Zeze Millz. The discussion explored the architecture of building a truly global artist brand and the business of cultural export.
“Rachel Martell’s legacy was built on audacity, resilience, and authenticity, values that continue to inspire us today,” said Sébastien Borda, Global Marketing Director at Martell. “Today we honour that spirit by celebrating the women whose vision and influence are advancing African creativity on the global stage. Their contributions have always been vital to music and culture, and this edition of Afrobeats Live shines a well-deserved spotlight on their impact.”
Following the discussions, industry leaders, tastemakers, and media connected at an intimate networking mixer, continuing the dialogue in a setting designed to inspire collaboration and partnership.
