October 3, 2024

Artist X Brand: How Collaborations Are Shaping Music and Culture

Ever noticed how your favorite artists aren’t just dropping tracks anymore? They’re everywhere—fronting fashion campaigns, repping lifestyle brands, and even rocking sneaker lines. And it’s not just about cashing checks; these partnerships are shaping the way we experience music, culture, and style. From music stages to billboards, artists and brands are coming together in ways that elevate both parties, creating cultural moments we can’t stop talking about.

Let’s dive into some recent and exciting collaborations that show how African artists are changing the game. 

African Artists Leading the Charge

Take Tyla, the South African rising star who just partnered with Gap. Her catchy sound and dynamic presence bring fresh energy to the iconic American brand, making their basics anything but boring. And then there’s Tems, who’s been taking over both the music and fashion world. In 2022 she was made the  face of Tommy Hilfiger’s Play for Progress campaign, bringing her cool, effortlessly bold style to the forefront. It’s the perfect match—Tems’ vibe resonates with young, fashionable fans, and Tommy Hilfiger is getting some major cool points with her influence.

Meanwhile, Wizkid is out here doing his thing with Nike. In 2018 He dropped a limited-edition Star Boy jersey with the sportswear giant, repping both his Nigerian roots and his global appeal. But that wasnt the first time he had collaborated with the sportswear company. In 2018 he appeared in the ad for Nike’s Awaken the Phantom alongside Neymar and Ronaldinho. It wasn’t just a piece of clothing—it became a statement, uniting fans of football, fashion, and Afrobeats. Who else can pull that off?

Speaking of icons, Burna Boy teamed up with Star Beer, Nigeria’s leading beer brand, in 2019. This collaboration wasn’t just about slapping his face on a bottle; Burna’s “Giant” persona aligned perfectly with Star Beer’s ethos of strength and pride. With Burna’s global influence and Star Beer’s presence in Africa, the partnership felt like a natural fit, sparking excitement across the continent. Since that collaboration as Burna Boys brand grew he tapped in with fashion giants like BOSS and Burberry. 

 

But the crossovers don’t stop there—Davido brought his star power to Martell, the French cognac brand, arguably the most influential brand collaboration in the world of afrobeats to date. Together, they created the “Standout Swift” campaign, which encourages fans to live boldly and stand out, just like Davido has done throughout his career. The campaign and Davido’s involvement single handedly changed drinking habits of Nigerians and skyrocketing teh market value of martell in market over competitors liek Hennessy. It’s smooth, strong, and stylish—everything Martell stands for, elevated by one of Nigeria’s biggest artists.

And let’s not forget about Black Sherif, the Ghanaian breakout star who’s partnered with French sportswear brand Ellesse. Known for its retro sportswear aesthetic, Ellesse found the perfect ambassador in Black Sherif, whose edgy style and relatable persona are shaking up both the fashion and music scenes.Ronald

A Broader Impact: Music Meets Lifestyle

These collaborations aren’t just about branding; they’re a reflection of cultural shifts. Amaarae, with her futuristic sound and aesthetic, teamed up with Mugler, a brand known for pushing boundaries in the fashion world. This collaboration feels like a match made in avant-garde heaven, blending Amaarae’s bold artistic expression with Mugler’s cutting-edge designs.

And then there’s Ayra Starr—the “Celestial Being” herself—who’s been busy! Not only did she land a deal with Maybelline, bringing her glowing energy to the world of beauty, but she also collaborated with Darling Hair, a Kanekalon hair extension brand that’s huge across Africa. Her influence is showing girls everywhere that they can be as bold and vibrant as they want, from their lips to their locks.

Rema also jumped in on the action, teaming up with Jumpman, a division of Nike. It’s no surprise that the star behind hits like “Calm Down” is now repping one of the coolest sneaker lines. Just like his music, this collaboration is setting trends and showing that Rema is a global force.

Why These Partnerships Work

So, why are these collaborations so impactful? It’s simple: brands want authenticity, and artists bring that in spades. When fans see their favorite artist rocking a particular brand, it feels less like an ad and more like an extension of that artist’s identity. Tems in Tommy Hilfiger? That’s cool, bold, and effortless. Davido with Martell? Now we know how he celebrates his wins. These partnerships work because they’re not forced—they feel like a natural fit.

For artists, it’s about more than just business. Partnering with brands gives them a new platform to express themselves and reach different audiences. Fashion and beauty collaborations, for instance, allow artists like Ayra Starr to flex their creativity in ways that go beyond music. And when Wizkid drops a jersey with Nike, it’s more than just a clothing line—it’s a symbol of cultural pride, uniting fans in sports, music, and fashion.

 

Back in December 2021, Puma made a power move by announcing Davido as a global brand ambassador. It wasn’t just about having another celebrity on board—it was about tapping into the rapidly growing African market and Afrobeats wave. Davido, the “Fall” hitmaker, fit right into Puma’s vision. Fast forward to 2022, and Davido kicked off a fitness journey that he documented on his socials, rocking Puma gear and giving us all those “new year, new me” vibes. It felt real, relatable, and totally on-brand.

Then, in July 2023, things leveled up with the Davido x Puma Sportstyle Collection, featuring tracksuits and bucket hats designed by Davido himself. The collection sold out, proving that his fans love more than just his music—they want to live his lifestyle too. And in September 2024, they took it up another notch with a Davido x Puma sneaker and slides collab, along with more apparel.

This partnership doesn’t just highlight Davido’s growth but shows how aligned he’s become with the sportswear giant. Together, they’re tapping into a global audience, connecting music, lifestyle, and culture as Afrobeats takes over the world.

Take, for example, Burna Boy’s recent collaboration with the iconic fashion house Burberry. The Nigerian superstar, who’s known for his eclectic mix of Afrobeat and global influences, partnered with Burberry to promote their Autumn/Winter collection. Burna’s swagger and global appeal fit seamlessly with Burberry’s classic yet evolving aesthetic, making the campaign feel more like a cultural moment than a simple endorsement. The collaboration did wonders for both parties: Burberry tapped into the rapidly expanding African music scene, while Burna Boy continued to cement his status as a global music icon, gaining even more visibility in fashion circles.

For brands, these collaborations are gold. Artists come with built-in audiences and, most importantly, credibility. Consumers, especially young ones, want to see brands aligning with people and values they trust. Brands like Gap, Nike, and Maybelline are smart—they know that teaming up with the hottest African artists not only helps them reach new markets but also gives them a level of cultural relevance that money can’t buy.

The Bigger Picture

These partnerships are doing more than just selling products—they’re driving cultural exchange. African music has exploded onto the global stage in the last few years, and brands are catching on. Collaborating with artists like Burna Boy or Tyla isn’t just about moving units; it’s about tapping into a global movement that’s reshaping music, fashion, and culture.

And for fans, it’s exciting to watch. Every new collaboration feels like a moment—a chance to see how their favorite artists will leave their mark, not just in music, but across industries. The future of music and branding is collaborative, and with African artists leading the charge, the world is paying attention.

These artist x brand collabs are more than just business deals—they’re cultural moments, bridging gaps and creating new spaces for expression.

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