Prince Gyasi, the Ghanaian visual artist who built his career shooting on an iPhone, designed a new limited-edition cognac bottle featuring Davido.
The Martell bottle launched Wednesday in New York City. It features Gyasi’s take on Davido’s portrait, surrounded by soundwaves.
It’s Gyasi’s first product since Martell named him a creative partner earlier this month. The role includes films, cultural events and other projects for the brand. The first was a short film directed by TJ Sawyerr. Terms of the deal were not disclosed.
The Accra-born artist has a long track record with big brands. Apple has worked with him several times, most recently for “Chasing the Light,” a series showcasing the iPhone 16 camera. He has also moved from shooting campaigns to putting his work on products. For Balmain’s Autumn/Winter 2024 menswear collection, his images were printed on clothing and accessories. Gyasi told Vogue Business he pushed for that because he didn’t want to just do campaigns.
“When I hear music, I experience it visually,” Gyasi said of the bottle. “Davido brings that energy through music, and I wanted to translate it through color, movement and emotion.”
The bottle comes in two versions. The VS is available in the U.S. for $35. The higher-end XO will only be released in Nigeria, Ghana and Kenya. Martell’s parent company, Pernod Ricard, said in its latest annual report that sales of ultra-premium and prestige spirits in Nigeria kept growing despite economic uncertainty.
Davido has partnered with Martell for five years.
“Bringing Prince into the mix to connect the music with his creative vision took it to a new level,” Davido said in a statement.
Davido’s new music video for “Already Falling,” which features the bottles, was filmed at Martell’s estate in Cognac, France.
At the launch, Davido and Gyasi held a fireside chat before Davido joined Nigerian DJ Ecool on the decks. Guests included Tristan “Mack” Wilds, Joey Bada$$, Vashtie and more.