Davido and Prince Gyasi Celebrate Afrobeats Collaboration With Maison Martell

Maison Martell has taken a significant step toward embracing the vibrant energy of Afrobeats culture through a recent partnership with Nigerian music sensation Davido and Ghanaian visual artist Prince Gyasi. This collaboration culminated in the unveiling of limited-edition designs for Martell’s VS and XO cognac collections, blending the dynamic sounds of Afrobeats with compelling visual artistry.

The launch event took place on October 28 at Bathhouse Studios in New York City, gathering an eclectic mix of creatives across music, art, and design sectors. This private gathering served as both a celebration of the partnership and an immersive showcase of the cultural fusion that inspired the collection. Attendees experienced a curated environment featuring specialty cocktails inspired by African cities, including the Nigerian Swift Sour and Accra After Dark.

Central to the evening was a dialogue hosted by Martell Culture Ambassador Adesope Olajide, who facilitated a fireside chat with Davido and Gyasi. The conversation provided insights into how the artists’ visions align with Martell’s ambition to amplify African cultural narratives on a global platform. Visual presentations complemented the discussion, including Davido’s latest music video for "Already Falling," filmed at Martell’s historic Château de Chanteloup estate in Cognac, France.

Davido reflected on the enduring relationship he has maintained with Martell over the past five years, emphasizing that the current project represents a milestone in expanding the reach of Afrobeats internationally. He credited the collaboration with Prince Gyasi as a transformative element, merging musical innovation with visual storytelling to elevate the collection’s cultural resonance.

Prince Gyasi, known for his distinctive visual language, described his approach to the bottle designs as a translation of Afrobeats’ rhythm and spirit into a visual medium. He aimed to encapsulate the genre’s defining traits—movement, joy, and a sense of communal confidence—through vibrant colors and dynamic forms, thereby creating a sensory bridge between sound and sight.

The event’s conclusion featured a live performance segment where Davido teamed up with Nigerian DJ Ecool to deliver a set that underscored music’s central role in the collaboration. This DJ session not only energized the attendees but also reinforced the seamless integration of Afrobeats culture with the Martell brand experience.

This launch marks the first significant product expression since Prince Gyasi joined Maison Martell as a creative collaborator. The Martell VS Afrobeats edition is now accessible nationwide through select retailers and online platforms, retailing at $35. Meanwhile, the XO counterpart is slated for release in key African markets including Nigeria, Ghana, and Kenya, signaling Martell’s commitment to both local and global engagement with African artistry.

By aligning with prominent African cultural figures and embedding authentic artistic elements into its branding, Maison Martell is positioning itself at the forefront of a movement that celebrates the intersection of heritage, creativity, and contemporary influence. This initiative not only elevates the cognac house’s portfolio but also highlights the growing global impact of Afrobeats music and African visual art.

Details about further developments or additional collaborations remain limited, but the current release sets a precedent for future ventures that bridge luxury spirits with cultural expression. Martell’s strategic engagement with Davido and Gyasi exemplifies an evolving approach within luxury branding to incorporate diverse narratives that resonate with a broad, multicultural audience.