Sheniece Charway, Abdul Abdullah & Adesope Olajide: Afrob…
Afrobeats has transcended borders to become one of the world’s most influential cultural exports, a genre that now powers festivals, soundtracks and playlists across continents. But beyond the stars topping charts, there’s a network of broadcasters, executives and cultural entrepreneurs who have been instrumental in building its foundation. Recognising this, Martell, the world’s oldest cognac house, has named Sheniece Charway, Adesope Olajide and Abdul Abdullah as its new Cultural Ambassadors, strengthening the brand’s ties with Afrobeats by aligning with figures who live and breathe the culture daily.
The brand plans to collaborate with the ambassadors on storytelling, events and initiatives that celebrate Afrobeats’ global reach, from large-scale showcases to intimate conversations that foster connection. And their message is clear: this isn’t about attaching a luxury label to a trend, but about investing in the culture’s growth from Lagos to London, Accra to Atlanta, and beyond.
Sheniece Charway has quietly been shaping the UK and European Black music scene for years. A respected music executive and podcast host, she has worked behind the curtain to secure resources, platforms and visibility for artists navigating an industry that hasn’t always created space for African or diasporic sounds. Sheniece’s ability to balance sharp industry acumen with genuine artist advocacy makes her a vital voice in Afrobeats’ continued expansion.
Known widely as Shoopsydoo, Adesope Olajide is one of Afrobeats’ most recognisable voices. As the host of The Afrobeats Podcast, he has created a platform where everyone from artists and producers to tastemakers can get to unpack the genre’s growth in real time. For years, he’s been the bridge between Africa and the diaspora, breaking down shifts in the scene while amplifying the voices of artists who might otherwise go unheard. His interviews are less Q&A, more cultural mapping, connecting dots from Lagos to London and beyond.
Completing the trio is Abdul Abdullah, founder of AfroFuture Festival and Culture Management Group. Based between Ghana and the United States, Abdul has carved out global spaces where African music, art and creativity are celebrated without compromise. From Accra to Atlanta, his platforms have spotlighted emerging talent while also proving that African artistry can compete on the same stage as global mainstream acts. His work is a masterclass in scale: rooted in local communities, yet international in ambition.
“Adesope, Sheniece and Abdul bring a powerful sense of cultural stewardship, each one deeply connected to the communities they support,” says Lanre Odutola, Martell’s Cultural Partnerships & Influence Marketing Manager. “They’ve created their own platforms, backed emerging voices, and carry a genuine optimism that’s rooted in action and authenticity. These are values that resonate deeply with Martell’s belief in collective legacy.”
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