GuiltyBeatz Brings Sound to Martell’s Creative Collaboration with Prince Gyasi

GuiltyBeatz brings his musical creativity to the world of luxury and visual storytelling through his sound-design contribution to Martell’s campaign featuring Ghanaian visual artist Prince Gyasi. The project connects Ghanaian creativity with the heritage of the French Cognac house, using music and striking visuals to create a dialogue between Accra and Cognac.

The campaign film was developed as part of Martell’s creative partnership with Prince Gyasi, whose distinctive artistic style is known for bold colours, imaginative compositions and cultural storytelling. Set against the backdrop of Martell’s heritage, the film combines the Maison’s identity with contemporary African expression, with an Afrobeats soundtrack helping shape its atmosphere.

For GuiltyBeatz, the project highlights the role of sound in bringing visual campaigns to life, extending music production beyond conventional songs and albums. Known for his work across Afrobeats and other contemporary styles, the Ghanaian producer continues to demonstrate the versatility of his craft. The Martell campaign brings together Ghanaian music, visual art and global luxury branding in a creative collaboration that connects local identity with an international audience.

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In an episode of Martell’s Swift Conversations, Prince Gyasi sat down with Martell Culture Ambassador Ivie Ani to discuss his journey from growing up in Accra to gaining international recognition for his vibrant visual art. He reflected on how his Ghanaian roots, community and experiences shaped his artistic identity, including his distinctive use of colour and his interest in using art to tell stories that might otherwise go unnoticed.

Discussing his partnership with Martell, Prince Gyasi explained his intention to incorporate Ghanaian culture and traditions into new creative forms while bringing the stories he has experienced to a global audience. He described the collaboration as a natural fit, combining the brand’s heritage with his own artistic perspective. The project highlights the growing intersection of Ghanaian music, contemporary African art and international luxury branding, creating opportunities for local creative talent to reach audiences beyond the continent.