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BBC News
06-07-2025
- Entertainment
- BBC News
Afrobeats - rare photos chart the rise of Wizkid, Burna Boy and Davido
Afrobeats has swept the world of music like a tsunami - it dominates playlists and its fans cram into huge stadiums to hear the likes of Nigerian superstars Wizkid, Davido and Burna Oliver Akinfeleye, known professionally as "Drummer", caught the Afrobeats wave early - and he decided to document it as it grew into a global 2017, the New Yorker of Nigerian descent has had exclusive backstage access to some of the biggest artists of the genre - capturing quieter moments of reflection as well as strutting stage performances."I remember my first project with Wizkid like it was yesterday - Echostage Washington DC, 2017," Drummer told the BBC. "The feeling was exhilarating. It was my job to tell the visual story of how it all went down." Drummer has not stopped clicking since - and has now released Eagle Eye, a book of photographs showcasing Afrobeats' rise from humble beginnings to one of Africa's largest cultural has its roots in various West African musical genres that became especially popular in the decades that followed independence as the continent began celebrating its freedom from colonial which flourished along the coast from the late 19th Century, became synonymous with Ghana's national identity after independence in 1957 - and was in turn hugely influential on Nigerian musician Fela Kuti. His Afrobeat (minus the "s") movement, which mixed traditional rhythms with funk and jazz, became the sound of the 1970s and 1980s in West the turn of the millennium, this rich cultural heritage fed into Afrobeats, along with a mix of Western pop, rap and dancehall. It gained further popularity in the UK and North America, where there are large diaspora populations, in particular from Nigeria, where most of the genre's stars came artists began performing to these communities at first in small venues in the early it really take off - between 2017 and 2022 Afrobeats experienced 550% growth in streams on Spotify, according to data from the world's most popular streaming service. This resulted in many of the artists becoming household names around the world, and the musical industry taking has gone on to include African music in mainstream award ceremonies like the these artists easily pack out stadiums like Madison Square Garden in New York - pictured below ahead of Wizkid's performance in 2023."Madison Square was a night to remember - the iconic venue illuminated in the colours of the Nigerian flag honouring our homeland," says Drummer. Drummer was able to take photographs of the musicians as they started out on their global careers. "I always felt that I was capturing moments with just my eyes. Walking the streets of New York City, I would frame scenes in my mind - people, light, emotion," the photographer says."I'd ask myself, how do I translate this mental perspective to reality?"Gradually, the audience grew and became more international with fans in countries such as China, Germany and Brazil. Now even non-African musicians are taking up the Afrobeats sound and releasing their own versions, including artists such as Chris Brown, who released Blow My Mind with US singer has also performed with Wizkid in London - as the photo below from 2021 shows."I love this picture because when Wizkid brought Chris Brown out at The O2 arena, the place exploded. No-one saw it coming - the energy shifted instantly," says Drummer."Shock, excitement and pure electricity. A moment stamped in memory and in history." Drummer says one of the aims of the photo book is not to just show people what he saw, but to help them feel what he experienced - through his also sometimes reveals the feelings of the superstars in their private final picture shows Wizkid backstage on his phone in was "a rare quiet moment", but even in the silence and the calm his presence spoke volumes, says Drummer. More about Afrobeats from the BBC: The sounds that has penetrated the worldAfrobeats megastar Burna Boy is still 'a work in progress', his mother saysRema, the Afrobeats star who does not intend to calm downHow Afrobeats made it to the very top of GlastonburyAfrobeats is finally getting its own chart Go to for more news from the African us on Twitter @BBCAfrica, on Facebook at BBC Africa or on Instagram at bbcafrica
Business Insider
27-06-2025
- Entertainment
- Business Insider
Martell signals strategic cultural ambition with Afrobeats live launch
Martell, the oldest of the great cognac houses, marked a defining moment in its evolving cultural strategy with the debut of its Afrobeats Live event in Paris on June 25th. The event served as the launchpad for Martell's next phase of cultural direction, one shaped by long-term intent, credibility and creative partnership. Afrobeats is shaping how a generation sees itself: bold, creative, and full of intent. At the heart of this alignment lies a shared set of values: the optimism and joy that define Afrobeats' energy; a commitment to challenging the status quo that has shaped both Martell's and Afrobeats' cultural legacies and a collective mindset grounded in pride, collaboration, and community. These parallels underpin Martell's commitment to the movement, a partnership built on shared purpose and cultural intent. 'We see Afrobeats as a powerful force for cultural progress, built by artists and communities who are creating their future with clarity and purpose, and our commitment is grounded in respect and belief. We're here to walk alongside the movement, support its growth and contribute meaningfully to where it's going next' said Lanre Odutola, Cultural Partnerships & Influence Marketing Manager at Martell. The evening celebrated the renewal of Martell's strategic partnership with global Afrobeats star, Davido - a relationship that has already helped reshape perceptions of how legacy brands engage with modern culture. In this next chapter, Martell goes further backing platforms, people, and conversations that will shape the future of the movement. Martell also unveiled the newly appointed cultural ambassadors, three trusted figures across media, music, and culture: Each will play an active role in collaborating with Martell to co-create programming and shape storytelling, building on the brand's existing commitment to engaging with Afrobeats in a way that is meaningful, respectful, and rooted in cultural authenticity. A key highlight of the evening was a live panel discussion, moderated by Adesope Olajide (Shoopsydoo), exploring Afrobeats' current global momentum and its next frontier. The conversation touched on infrastructure, talent development, cultural storytelling, and the evolving expectations placed on the genre as it expands globally. 'At Martell we believe legacy is shaped by those with the audacity to redefine convention. This first Afrobeats live event reflects this belief, a commitment to supporting cultural movements that are driven by purpose, authenticity and progress' said Sébastien Borda, Global Marketing Director at Martell. This marks the beginning of a sustained and intentional engagement with the people, platforms, and ideas driving the genre forward, it brought together a cross-section of respected voices from across the Afrobeats diaspora including artists, media, creatives, and industry leaders who have helped shape the culture from the ground up. It's the first of a series of experiences Martell will deliver across key regions, including Africa, the US, and diaspora communities globally.
Campaign ME
25-06-2025
- Entertainment
- Campaign ME
Tailoring music and sound for massive events with a global appeal
There's a special kind of magic that happens when the right song plays at the right moment in a stadium. Think of Queen's We Will Rock You echoing through the stands, or the way Seven Nation Army has become an unofficial chant in football arenas around the world. That's the power of music. It doesn't just accompany the moment, it defines it. The MENA region has rapidly become a serious player on the global sports stage, from the spectacle of the FIFA World Cup in Qatar – and the upcoming World Cup in Saudi Arabia – to the drama of the Saudi Arabian Grand Prix and star-studded boxing matches in Riyadh. But with big events come even bigger expectations, and that includes the soundtrack. Music: The emotion engine of sport Sport is a story. Every event is a live drama: triumph, heartbreak, national pride, comeback, glory. Music is what turns these moments into real memories. It's not just about hype tracks and DJ sets. It's about crafting a sonic identity that travels, from TV broadcasts to TikTok, from stadiums to streaming playlists. Take Qatar 2022. It was a visual and organisational masterpiece, but musically, something was arguably missing. Despite efforts like the Hayya Hayya anthem featuring Davido, Aisha and Trinidad Cardona, the soundtrack didn't quite stick globally. Compare that to Waka Waka (World Cup South Africa 2010) or Live It Up (2018) – anthems that still are still getting airplay years after the final whistle. Why? They were catchy, culturally rooted, and gave the feeling of being emotionally connected to the tournament. It's a reminder that big names alone don't make a great anthem. It's about relatability, memorability, and a sense of place. What's working in the region? Some events in MENA are getting it right. Others are heading in the right direction. The Saudi Arabian Grand Prix, for example, has leaned into cinematic scores with orchestral intros that create a sense of prestige. Boxing events in Riyadh are experimenting with fusions of traditional Saudi percussion with modern trap or drill beats, a bold move that grabs attention and sparks conversation. Artist bookings are improving, too. In 2023, the Abu Dhabi F1 after-race concerts featured Foo Fighters, Tiësto, and Ava Max, a mix of legacy, energy, and global appeal. These concerts aren't just bonuses; they're part of the fan experience. But still, we often see music treated like an accessory, not a pillar. No unifying sonic identity. No repeatable theme. No build-up or follow-through. That's where the big opportunities lie and are there for the taking. Best practices the region can adopt and level up within music and sound Sonic branding for events Just like logos, events need audio logos. Short, recognisable motifs that pop up in trailers, ticketing ads, stadium intros, even app notifications. Think of the Olympic theme or the Champions League anthem. These sounds travel across borders and platforms. Just like logos, events need audio logos. Short, recognisable motifs that pop up in trailers, ticketing ads, stadium intros, even app notifications. Think of the Olympic theme or the Champions League anthem. These sounds travel across borders and platforms. Work with regional artists Instead of importing talent last-minute, why not collaborate from day one? A Saudi or Emirati artist co-producing a global anthem with someone like Calvin Harris or Peggy Gou? That's not only musically rich, it tells a cultural story. Imagine an Oud layered over a future bass drop. Unexpected. Bold. And, unforgettable. Instead of importing talent last-minute, why not collaborate from day one? A Saudi or Emirati artist co-producing a global anthem with someone like Calvin Harris or Peggy Gou? That's not only musically rich, it tells a cultural story. Imagine an Oud layered over a future bass drop. Unexpected. Bold. And, unforgettable. Create music moments beyond the main event Music shouldn't stop when the game ends. What about: Official Spotify playlists that evolve as the tournament progresses? Post-match concerts or street activations led by local DJs? TikTok challenges based on the official track or fan chants? Music shouldn't stop when the game ends. What about: Formula 1 nailed this with its 2022 'Drive to Dance' campaign, releasing music inspired by race locations. The same can be done for MENA circuits. Tap into immersive sound With venues like Lusail Stadium or Jeddah Corniche Circuit equipped with top-tier AV systems, we should be leading the way in immersive audio. Spatial sound zones, 3D walk-through audio exhibits, or even AI-driven music personalisation based on where fans sit, the tech is there. Let's use it. With venues like Lusail Stadium or Jeddah Corniche Circuit equipped with top-tier AV systems, we should be leading the way in immersive audio. Spatial sound zones, 3D walk-through audio exhibits, or even AI-driven music personalisation based on where fans sit, the tech is there. Let's use it. Let fans be part of the soundtrack Want to get Gen Z on board? Let them in. Run remix contests. Feature their beats in stadium warm-ups. Use their chants in promotional videos. Make it collaborative, and you will make it stick. Final whistle: It's time for MENA to sound like itself The Middle East is hosting the world. Whether it's the 2034 World Cup or the next UFC night in Abu Dhabi, we have a global audience listening, and music is our most universal language. Let's not just fill the silence between plays. Let's craft soundtracks that live on way past the final score, that resonate with pride, and that people Shazam with a smile. The challenge ahead isn't just to sound global, it's to sound uniquely us, with all the ambition, soul, and flavour that the region has to offer. Because if sport sets the stage, music sets the pace. By Peter Fadi El Khoury – Music Producer, MassiveMusic Dubai
Business Insider
16-06-2025
- Business
- Business Insider
Exposé Marketing Solutions: 5 years of shaping Africa's experiential renaissance through the P.A.C.E Paradigm
In a world brimming with marketing noise and fleeting trends, few agencies have dared to not just enter the arena—but to redraw the stage entirely. Exposé Marketing Solutions is one of those rare disruptors. Born in a time of global uncertainty, Exposé wasn't simply founded, it was forged. While the world paused, this African-born agency moved, building a new language of engagement when the old scripts no longer served. In just five short years, Exposé hasn't just crafted campaigns; it has created cultural phenomena, leaving a footprint that spans from Lagos and beyond with whispers through every brand that chooses to do more than just market but to mean something. The P.A.C.E. Framework: Operational DNA - click to see more At the heart of Exposé is a philosophy that goes beyond buzzwords. P.A.C.E. - Professionalism, Ambition, Creativity, and Excellence; is not just a mantra; it's the internal rhythm that drives every pitch, every brainstorm, every brand moment. Professionalism isn't about suits and slides. It's the grace in execution—where even the most complex briefs are transformed into seamless activations that shift perception and elevate brands into leadership. Ambition has been the fuel for some of the agency's most defining work. Take the Rexona CAF 2023 Campaign, an electric collision of sports and African storytelling that didn't just increase awareness or sales but redefined how brands connect through culture. Creativity pulses through every project—like the AXE Soirée, a multi-sensory, pan-African party that blurred borders, or Martell House, where luxury was no longer a product but a story guests could step into. Excellence is Exposé's signature move. It's not just about being good, it's about engineering longing. From cinematic reveals to co-created brand worlds, every experience is designed to linger in memory, not just markets whether it's physical or digital. See full client list Technology as Soul, Not Just Software Exposé doesn't chase tech, it integrates it, molding it to its will. While some hesitated, the agency embraced AI, emotional sentiment tracking, and data analytics early, turning tools into truth-tellers. Their work with Unilever is a testament: real-time pivots based on consumer emotion created campaigns that felt human. Then there's Davido's '5ive' Listening Party, where Lagos nightlife met virtual reality in a groundbreaking hybrid event that bent the lines between physical and digital. At Exposé, technology is talent. Web3, biometric feedback, AR, immersive UX—it's not outsourced innovation; it's in-house mastery. And through continuous upskilling, the team remains not just current, but curators of the future. Mentorship as a Mission Exposé doesn't just build brands, it builds hoomans. In partnership with platforms like AYKO Symposium, the agency isn't just mentoring the next generation; it's listening to them. Through reverse mentoring models and internships designed for mutual growth, Exposé ensures it stays culturally fluent and fearless. Because to be relevant in Africa's fast-shifting creative economy, you don't just teach, you learn. Pan-African Vision, Global Precision As Exposé scales across Africa, it's not exporting a one-size-fits-all model. It's adapting, learning, and translating. In Ghana, Nigeria and far beyond; the Expose playbook isn't copy-paste; it's context-first. Because with Exposé - African creativity is not niche, it's premium. It's global. And it's time the world caught up. As CEO Abayomi Ayoola puts it, 'We don't just respond to trends, we build the contexts where trends are born.' That's not a strategy. That's the vision. Conclusion: The Experiential Vanguard Exposé Marketing Solutions In a continent bursting with potential but often overlooked in the global creative conversation, Exposé stands as a declaration that Africa is not just present; it's leading. By blending data with soul, tech with heritage, and empathy with edge, the agency has proved that experiences are more than entertainment; they are economic engines, emotional blueprints, and cultural archives. And perhaps that's why one industry insider said it best: 'Exposé didn't just raise the bar, they moved it onto a Lagos rooftop and turned it into a concert.' As the agency steps into its next chapter, the question for brands isn't if they should work with Exposé; It's how fast they can onboard.
Business Insider
28-05-2025
- Business
- Business Insider
Wear It All Luxury opens new Abuja boutique with star-studded ceremony
Four years after successfully reopening its flagship store in Lekki Phase 1, Lagos, following a major renovation, Wear It All Luxury, the upscale fashion brand owned by renowned entrepreneur, Sodiq Babatunde Rufai, has expanded its presence with the launch of a new boutique in Abuja. The grand opening, held on Thursday, 22nd May 2025, at Libreville Crescent, Wuse 2, Abuja was a star-studded affair that brought together influential personalities from the fashion, entertainment, and business worlds. Among the high-profile guests in attendance was Afrobeats superstar Davido, whose presence added further glamour to the launch event. Located in the heart of the capital, the new Abuja boutique is poised to offer the same top-tier fashion experience the brand is known for, curated luxury pieces, exclusive designer wear, and impeccable customer service tailored for Nigeria's elite fashion lovers. Speaking at the event, Sodiq Babatunde Rufai expressed his excitement about the brand's expansion, stating, 'This is more than just a store opening, it's a statement that Nigerian fashion continues to grow and thrive. We're proud to bring the Wear It All experience to Abuja, and we remain committed to setting the pace in luxury fashion across the country.' The Abuja outlet joins the Lagos boutique in offering high-end fashion collections from globally recognized brands, as well as unique pieces under the Wear It All Luxury private label. Guests were treated to a private showcase of the brand's latest collections, light entertainment, and a luxurious atmosphere that perfectly reflected the Wear It All Luxury ethos. As the fashion house continues to expand, industry watchers say the brand's entry into the Abuja market marks another major milestone in Nigeria's growing luxury fashion landscape.
