Martell, one of the oldest cognac houses, enters a new era after announcing this week that it has appointed award-winning music journalist Ivie Ani as its new Culture Ambassador.
For Martell, appointing Ani creates a new narrative that highlights the brand’s illustrious history.
For Ani, the new title adds to a stellar resume as a Nigerian American, including on-air correspondent, strategist, and trailblazer. In journalism, her work is heavily praised for exploring identity across Black culture worldwide.
“Ivie brings a very distinct perspective to Martell’s Culture Ambassadors platform,” said Lanre Odutola, Head of Culture & Partnerships at Martell.
Odutola praised Ani’s work documenting Afrobeats and African culture. He also highlighted her ability to connect cultural stories with wider audiences.
“She is someone who has been actively documenting culture, shaping stories and helping audiences understand the people behind Afrobeats and African culture,” Odutola said.
“Her perspective is thoughtful, current and deeply connected to the diaspora,” he added.
Ani will join fellow Culture Ambassadors Adesope Olajide and Abdul Abdullah, both of whom have been with Martell since 2025.
The platform centers cultural expression, storytelling and collective achievement. Ani’s appointment adds a journalism perspective to that mission.
Award-Winning Journalist Ivie Ani Appointed Culture Ambassador At Martell Cognac
“I’ve spent my career documenting culture across the diaspora,” Ani said. “Joining Martell as a Culture Ambassador feels deeply aligned with the work I have done.”
Ani said storytelling remains central to preserving culture while allowing it to evolve.
“Culture moves through stories, sound, memory and community,” she said. “For me, my work has always been about amplifying those voices with care, authenticity, and accuracy.”
She also emphasized the importance of creating opportunities for emerging perspectives.
“It is about upholding tradition while continuing to innovate,” Ani said. “Creating space for new perspectives and helping the next generation see themselves in the story.”
Ani also marked the appointment on X (formerly Twitter) on Thursday.
“No manager, no talent agency, no team—just the work, people who believe in it, and people who believe in me,” she wrote.
The tweet inspires journalists worldwide amid a massive shift in today’s media. 2026 has been a year of mass layoffs and acquisitions in media.
In July, Ivie Ani joined a group of journalists who helped J. Cole revive the nostalgia of hip-hop journalism with the launch of The Fall-Off magazine’s debut issue. J. Cole’s magazine featured interviews with rap stars like GloRilla, Beanie Siegel, and Lil Yachty, supporting his tour and album of the same name.
Now, through Martell’s Culture Ambassador platform, Ani will bring that perspective to a broader cultural conversation.
The partnership reflects Martell’s continued focus on diaspora voices, authentic expression and the people shaping culture’s next chapter.
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