Maison Martell will unveil the Martell Afrobeats Limited Edition XO in Nigeria on November 6. The release combines music, art and craftsmanship in a celebration of Afrobeats and its influence around the world.
Nigerian unveiling and global launch#
The Nigerian unveiling follows the collection’s global launch in New York on October 28. At that event, Martell introduced its collaboration with global music star Davido and acclaimed Ghanaian visual artist Prince Gyasi, who recently joined the Maison as Martell Creative Partner.
- Nigerian unveiling: November 6
- Global launch: New York, October 28
- Collaborators: Davido and Prince Gyasi
To mark the Nigerian launch, Martell will host an exclusive dinner for invited guests from music, art, business and culture. The evening will include a closer look at the limited-edition XO and the creative story behind its design.
Design and the Davido partnership#
The collaboration builds on Martell’s five-year relationship with Davido and the Maison’s recognition of Afrobeats as a creative movement that has grown far beyond music. Prince Gyasi’s design draws on the movement, rhythm and energy of Afrobeats.
The design features rich gold accents, vibrant colours and an original artwork of Davido. The creative direction extends to the presentation box, making the limited edition a collectible expression of the collaboration.
“The Nigerian launch of the Afrobeats Limited Edition XO is an important moment for Martell. Our relationship with Davido has grown over the past five years, and this collaboration with Prince Gyasi brings another creative dimension to that partnership. It is also an opportunity to celebrate the influence of African music and art on the global stage.”
Pernod Ricard Nigeria, Managing Director, Michael Ehindero
Music video and heritage#
The collaboration also features in Davido’s music video for Already Falling, filmed at Château de Chanteloup, Martell’s historic estate in Cognac. The video links Davido’s music with the Maison’s heritage and the visual identity of the Afrobeats Limited Edition.
Founded in 1715, Maison Martell continues to bring its heritage of craftsmanship into conversation with contemporary creativity.
