Tensions are high as fans debate who holds the title of the most endorsed Afrobeat artist, and Davido’s partnership with the French cognac giant has amplified the buzz — positioning him as both a musical icon and a cultural ambassador.
The film, directed by Meji Alabi, is a tribute to those who dare to be different, much like Davido himself. Renowned for charting his own course, he embodies the spirit of audacity that Martell celebrates in their “Be The Standout Swift” campaign.
As fans weigh in on the artist’s latest moves, the buzz around his collaboration with the cognac brand shows no signs of slowing down, as both the artist and the brand continue to make waves by breaking conventions.
With roots in tradition but always pushing boundaries, the film links the revolutionary energy of Fela Kuti with Davido’s own trailblazing success.
The Echo of FelaIf you think back on the moments that have changed the world, one thing becomes clear: the people who made a difference didn’t follow the rules—they wrote their own.
From the rhythm of Fela Kuti’s Afrobeat to Davido’s global rise, some of the most iconic movements in history were born from audacity, resilience, and a refusal to blend in.
Fela Kuti was a legend who embodied what it meant to be a musician and force of nature. Throughout his lifetime, he pioneered a new genre, redefining and democratizing Afrobeats on the global stage in the process. Davido: The Audacity Blueprint Fast forward a few decades, and we find Davido as a flagbearer of this audacious spirit.
Much like Fela, Davido’s journey has been anything but typical. Born into privilege, he could have easily coasted on society’s expectations.
However, it was his audacity that drove him to defy the conventional path laid out for him. Instead of conforming, he chose to pursue music—a career that didn’t fit the blueprint others envisioned. And yet, through sheer audacity, he not only succeeded but reshaped the landscape, not by following trends, but by daring to create them.Afrobeats—Davido’s home turf—has evolved from a genre to a global movement, a cultural export that’s redefining Africa’s place in the world.
And Davido? He’s one of the artists making sure the world takes notice. His journey mirrors the values of boldness and resilience.
The Beauty of Legacy
Here’s what’s interesting: Martell, like Fela and Davido, has never been one to stay in its lane.
Founded over 300 years ago, it’s one of the oldest cognac houses, but that doesn’t mean it’s stuck in tradition. The cognac brand has always been about pushing boundaries—whether it was being the first cognac to ship barrels to the U.S. or experimenting with new blends like the Blue Swift.
It’s a brand that understands that legacy doesn’t mean staying still; it means evolving while staying true to your roots.In that sense, the partnership with Davido isn’t surprising—it’s poetic. Davido’s rise parallels the brand’s journey: steeped in history but driven by innovation, both are examples of what happens when you embrace who you are rather than trying to fit in.More Than a Campaign:
It’s a Movement
The “Be The Standout Swift” campaign, directed by award-winning filmmaker Meji Alabi, goes beyond the surface. It is a visual love letter to Afrobeats and the people behind it.
It honors the journey of those who dared to be different—from Fela, whose courage redefined music, to Davido, whose influence is shaping the future.Click to see the filmBut the message doesn’t end with these two icons.
The campaign is also about you—the reader, the listener, the dreamer. It’s an invitation to stop waiting for permission to stand out. Whether you’re in music, business, or just navigating life, the world doesn’t need more people who fit in.
It needs more people who challenge the status quo, who make their own rules, and who inspire others to do the same.What It Really Means to Be a Standout SwiftSo, what does it mean to be a Standout Swift?
It’s about resilience. It’s about showing up when the world says no. It’s about being bold enough to follow your path, even if no one’s walked it before you. And if there’s one thing Fela, Davido, and Martell all share, it’s this belief in the power of individuality.
So, take a page from their book—live boldly, stay true to yourself, and let the world catch up.
