Martell spotlights women shaping culture at Afrobeats Live

Martell spotlights women shaping culture at Afrobeats Live – Building on the success of its launch earlier this year, Martell’s Afrobeats Live returned to Paris for its second edition with a bold celebration of the women defining the genre’s sound, style, and future.

Launched in June 2025, Afrobeats Live is Martell’s global cultural platform dedicated to bringing together the people who are shaping the music and culture of Afrobeats. This second edition themed “Women Shaping the Culture”, placed women at the heart of the conversation, spotlighting the executives, managers, creatives, and storytellers whose leadership powers the genre’s continued rise. The evening featured two dynamic panel discussions, moderated by respected music executive and Martell Cultural Ambassador, Sheniece Charway.

Behind the Music & Beyond the Beat

The first panel, Behind the Music: crafting the sound, shaping the scene. – This panel explored how managers, A&Rs, and executives are building the business of Afrobeats. From developing global career strategies for artists to creating sustainable infrastructure and forging cross-continental collaborations.

The second panel, Beyond the beat, shaping sound and culture. – This panel examined how  creative directors, media & storytellers are shaping Afrobeats’ visual language. Setting global trends, and redefining how the culture is seen on the world stage.

The Esteemed panellists

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)

Temi Adeniji (Managing Director, Warner Music Africa)

The panellists shared bold insights on industry innovation. The importance of collaboration, and the responsibility of cultural custodianship as Afrobeats continues to dominate global charts. Conversations were charged with energy. Panellists also offered candid advice for the next generation of creatives. Challenging the industry to build a stronger, more inclusive future.

Fireside chat with Ronami Ogulu

The evening also featured a fireside chat with Ronami Ogulu, COO of Spaceship Collective, 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. 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. This edition of Afrobeats Live shines a well-deserved spotlight on their impact.” ~ Sébastien Borda, Global Marketing Director at Martell.

Following the discussions, industry leaders, tastemakers, and media connected at an intimate networking mixer, They continued the dialogue in a setting designed to inspire collaboration and partnership.

Martell committed to creating meaningful spaces

“Afrobeats Live was created to bring together the people building this genre. To give them the space to share ideas that move culture forward. This edition was dedicated to the women who are leading that progress. In studios, on stages, and in boardrooms around the world. Martell is proud to celebrate their creativity, ambition and unwavering resilience. Their vision for the future of Afrobeats.” ~  Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell.

The second edition of Afrobeats Live reaffirmed Martell’s commitment to creating meaningful spaces. One’s that celebrate the architects of culture and inspire the next generation. Through Afrobeats Live, Martell champions the voices shaping the next chapter of Afrobeats across Africa, the U.S., and the global diaspora.