Martell’s Afrobeats Live Returns to Paris Celebrating Women Shaping the Genre

Afrobeats Live Returns for a Second Edition
Building on the success of its launch earlier this year, Martell’s Afrobeats Live returned to Paris with its second edition, putting women at the forefront of the conversation about the genre’s sound, style, and future. Themed “Women Shaping the Culture,” the event highlighted executives, managers, creatives, and storytellers whose leadership is driving Afrobeats’ global rise.

Panels Spotlighting Industry Leaders
The evening featured two dynamic panel discussions moderated by music executive and Martell Cultural Ambassador, Sheniece Charway.

• Behind the Music: Crafting the Sound, Shaping the Scene explored how managers, A&Rs, and executives are developing global career strategies, building sustainable infrastructure, and forging cross-continental collaborations.
• Beyond the Beat: Shaping Sound and Culture examined how creative directors, media, and storytellers are defining Afrobeats’ visual language, setting trends, and shaping global perceptions of the genre.

Insights from Leading Industry Figures
Panellists included Thulani Keupilwe (Talent Manager, Lawk Communications), Rima Tahini (SVP, 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). They shared bold insights on innovation, collaboration, and cultural stewardship while offering candid advice for the next generation of creatives.

Fireside Chat Highlights Global Artist Branding
The event also featured a fireside chat with Ronami Ogulu, COO of Spaceship Collective, in conversation with media personality Zeze Millz. The discussion focused on building a global artist brand and the business of cultural export.

Martell Celebrates Women Driving Afrobeats
“Today we honour the spirit of audacity, resilience, and authenticity by celebrating the women whose vision is advancing African creativity globally,” said Sébastien Borda, Global Marketing Director at Martell. Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell, added, “This edition was dedicated to the women leading progress—in studios, on stages, and in boardrooms worldwide. Martell is proud to celebrate their creativity, ambition, and vision for the future of Afrobeats.”

Networking and Collaboration to Inspire the Next Generation
Following the discussions, industry leaders, tastemakers, and media connected at an intimate networking mixer designed to foster collaboration and partnership.

Afrobeats Live Champions Cultural Architects
The second edition of Afrobeats Live reaffirmed Martell’s commitment to creating spaces that celebrate the architects of culture and inspire future generations. Through this platform, Martell continues to champion the voices shaping the next chapter of Afrobeats across Africa, the U.S., and the global diaspora.