Afrobeats, once a regional sound bubbling from the streets of Lagos, has now taken the world stage as a global musical force. The past week has seen two major milestones that underscore the genre’s explosive growth and the powerful individuals shaping its future. On August 22, 2025, Billboard released its highly anticipated Top 50 ‘Best Afrobeats Songs of All-Time’ list, a definitive ranking that not only celebrates the genre’s biggest hits but also highlights the creative titans behind them. Hot on the heels of this, Martell—the oldest of the great cognac houses—unveiled a new chapter in its cultural engagement, appointing three influential Cultural Ambassadors to further champion Afrobeats on the global stage.
For those who have followed Afrobeats’ meteoric rise, the name Don Jazzy is practically synonymous with the genre’s modern identity. The renowned music executive and producer took to social media to celebrate a remarkable achievement: he produced six out of the fifty songs featured on Billboard’s list. In his own words, Don Jazzy wrote, “Inside the 50 I sha produced 6. I try Abi I no try.” It’s an understated, almost playful nod to a career that has continually set the pace for others to follow.
Don Jazzy’s fingerprints are all over some of Afrobeats’ most iconic tracks. His six productions on the list include Wande Coal’s infectious “Bumper 2 Bumper” and the smooth “Kiss Your Hand,” D’banj’s unforgettable “Oliver Twist” and “Fall in Love,” and his celebrated collaborations with Tiwa Savage on “Eminado” and the all-star anthem “Dorobucci.” According to The Nation, this accomplishment “highlights Don Jazzy’s significant contributions to Afrobeats and cements his position as one of the genre’s most successful producers.” For many fans and industry insiders, it’s a well-deserved recognition of a man whose sound has shaped the genre’s identity both at home and abroad.
But Don Jazzy isn’t the only one basking in the glow of Afrobeats’ global success. The Billboard list itself is a testament to the genre’s evolution—from its early pioneers to its current superstars. Topping the chart is 2Baba’s “African Queen,” a song that not only introduced Afrobeats to a wider audience but also set the template for the genre’s unique blend of African rhythms and universal appeal. Right behind it is Wizkid’s “Essence,” a modern classic that has broken records and brought Afrobeats to new audiences around the world. These selections, as reported by Billboard, showcase both the genre’s deep roots and its dynamic, forward-looking energy.
While artists and producers like Don Jazzy, 2Baba, and Wizkid have driven Afrobeats’ musical evolution, the genre’s cultural impact extends far beyond the studio. On August 21, 2025, Martell announced the appointment of three new Cultural Ambassadors—Adesope Olajide (widely known as Shoopsydoo), Sheniece Charway, and Abdul Abdullah. These individuals are not just tastemakers; they are architects of culture, working tirelessly to amplify Afrobeats’ influence across continents and media platforms.
Adesope Olajide, a pioneering broadcaster and founder of The Afrobeats Podcast, has become one of the genre’s most vocal champions. Through his podcast and commentary, Adesope connects artists to audiences and bridges the gap between culture and community. As Martell’s announcement put it, “Adesope, Sheniece and Abdul bring a powerful sense of cultural stewardship, each one deeply connected to the communities they support, leveraging their networks to lift others, and actively investing in Afrobeats’ future.”
Sheniece Charway, meanwhile, is a respected music executive and podcast host whose work has helped shape Black music narratives across the UK and Europe. Her passion for artist empowerment and sharp industry insight have made her a key figure in expanding Afrobeats’ reach and visibility in markets that were once slow to embrace African sounds.
Abdul Abdullah rounds out the trio as the founder of AfroFuture Festival and Culture Management Group. His work, which spans from Ghana to the United States, champions Black creativity and entrepreneurship, building platforms that celebrate African music, art, and culture at scale. According to Martell, Abdul has “created space for a new generation of talent to thrive,” a mission that aligns closely with the brand’s vision for cultural progress.
The appointment of these ambassadors builds on the momentum generated by Martell’s Afrobeats Live experience in Paris, an event that brought together artists, media, and cultural leaders from across the diaspora. The Paris gathering also marked the renewal of Martell’s partnership with global superstar Davido, reinforcing the brand’s long-term commitment to Afrobeats and its community. As Lanre Odutola, Martell’s Cultural Partnerships & Influence Marketing Manager, explained, “They’ve created their own platforms, backed emerging voices, and carry a genuine optimism that’s rooted in action and authenticity, values that truly resonate with Martell’s belief in collective legacy.”
Martell’s latest initiative is more than just a marketing campaign—it’s a blueprint for how brands can authentically engage with cultural movements. Frederic Gardelle, Martell’s Global Creative Content Director, summed it up: “At Martell, we are drawn to movements that are bold, expressive and visionary. The values that drive Afrobeats; authenticity, ambition and cultural excellence are fully aligned with the DNA of our House. Through this collaboration, we are celebrating the voices shaping the future of music and culture.”
From Lagos to London, Accra to Atlanta, and Cognac to the world, Martell’s cultural journey is about more than sponsoring events or attaching its name to a trend. The brand is investing in the people, platforms, and conversations that will define Afrobeats for generations to come. Each ambassador is tasked with co-creating storytelling that celebrates the genre’s global influence, curating experiences that bring communities together, and supporting the platforms that elevate new voices. Whether through intimate conversations or high-impact cultural moments, these leaders will help shape how Martell shows up in key regions, offering insight, connection, and creative direction rooted in lived experience.
The past week’s events—Don Jazzy’s landmark recognition and Martell’s ambassador appointments—demonstrate that Afrobeats is no longer just a genre; it’s a movement, a community, and a global force for creative progress. As the world tunes in, the architects of this sound and culture are ensuring that Afrobeats’ future is every bit as vibrant, inclusive, and boundary-pushing as its past.
