Mary Nnah
Maison Martell has announced singer, songwriter and record producer, Davido as its new “Standout Swift”. He will become an international ambassador for the Cognac House, with which he shares a sense of freedom and audacity, as well as the will to pave the way for others and create a legacy for future generations.
Over the past decade, Davido has raised the bar by shifting from the norm, reaching milestones that have brought the Naija music scene to international prominence. His roots in both the United States and Nigeria help to create a link for cultural tolerance amongst its fan base, making him particularly influential among the emerging leaders who are shaping the future.
For Martell, a “Standout Swift” is someone who challenges convention and opens the way for others and Davido certainly has that power.
Speaking, CEO of Martell Mumm Perrier-Jouët, César Giron, said, “Davido and Martell are above all the story of an encounter. Davido is fired by the same creative energy as Martell. His songs are a way for him to express his unique talent and his bold personality and – above and beyond that – to speak for his generation.”
Davido launched his own production company DMW (Davido Music World) to inspire creativity by paving the way for talented young musicians. Like Martell, he is creating a legacy that starts – but does not end – with him.
Speaking on his new responsibility, Davido 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’s what I love about Martell’s history and expertise: the capacity to continually reinvent tradition.”
“For Pernod Ricard Nigeria, the collaboration with Davido represents a major step that will contribute to further raising the profile of contemporary Nigerian culture and bringing it to a worldwide audience,” the Managing Director of Pernod Ricard Nigeria, Sola Oke said.
The new Martell Blue Swift campaign featuring Davido will be unveiled later this year.
