Davido, Martell collaborate


Hip hop music star, David Adeleke, popularly known as Davido, has partnered Martell, a cognac house founded in 1715 by Jean Martell in a new campaign titled, “Be the Standout Swift.”

 A “Standout Swift” is someone who charts new paths, conquers the unfamiliar, and faces the world with courage and audacity.

Speaking about the campaign, the Managing Director, Pernod Ricard, Sola Oke, said, “We understand the limitations that exist for the typical young Nigerian living in Nigeria, but we also know that what makes a Standout Swift is the ‘can do’ spirit that Davido is about. Inspired by the Martell spirit, we are proud to share our history and essence by challenging younger Nigerians to own their narratives and join Martell in being bold about how far they have come.

“Davido has steadily risen to become one of Africa’s most-known musicians over the last decade. Despite his privileged background and illustrious family, he defied society’s expectations and forged his own route in the music industry. Davido would collaborate with Martell to inspire others to be resilient, bold and have the courage to create their own paths in a society where there are so many expectations and conventions.”

Also speaking about his new feat, the excited DMW boss said, “I am proud to go on this incredible adventure with Martell, as I know we are pursuing the same goal – opening the way for others, each within our own creative field. We share the same idea that we rise by lifting others. Through my songs, I want to show the new generation that anything is possible. That is what I love about Martell’s history and expertise, the capacity to continually reinvent tradition.”