Photos Michael Tubes
Luc Belaire, the French wine brand has picked popular Nigerian artist and hit-maker Yemi “Mama Afrika” Alade as its first African female artist to feature in its next “Self Made Tastes Better” video campaign and launched their #SelfMadeWoman social media initiative in honour of International Women’s Day.
The brand is working with a selection of globally recognized female artists and influencers throughout the month of March, in celebration of International Women’s Day and month. Yemi Alade, is the first in line to document and highlight her journey of success so far, and shot her segment of the increasingly popular campaign, in London early this month.
The New African Woman magazine was honoured to be the only media invited to the Video shoot and to interview her for an exclusive that will appear in its next print edition.
Asked to comment on the importance of celebrating International women’s Day and March as women’s month, the Mama Afrika and Johnny hit-maker tells New African Woman:
“We are living in very interesting times. Interesting because it is in this day and age that we are unlocking even more of women’s hidden potential. We are shaming the stereotype of “women belonging to the kitchen” especially in Africa. And we are going toe –to-toe with the men – not because we are trying to outdo them or be like them, but because we are equal in God’s eyes. But we have to rise beyond words and put what we say into action.”
Yemi Alade is the epitome of Belaire’s values and aesthetic, with her original combination of talent, unique sound and effortless cool, says Brett Berish, CEO Luc Belaire.
The Nigerian artist, song-writer, composer, actress and entertainer is the first African female Afropop artist to have hit over 86 million views on Youtube with her Smash hit single Johnny, which is now the most viewed video from an African artist. With a forthcoming world tour Black Magic about to start its European leg, fans can expect to see Yemi’s success story unfold on a global platform.
The “Self Made Tastes Better” video series is focused on capturing and sharing the stories of self-made artists and influencers, both famous and up-and-coming, through exclusive interviews with Luc Belaire CEO Brett Berish.
Yemi joins Grammy nominated rapper Rapsody and American rapper and TV star Trina and is the first African woman to be brought on board to the wine brand’s inspiring campaign.
The Nigerian songstress will also take part in a female-centric social media initiative named #SelfMadeWoman, as part of a global approach to highlighting the many women who dare to stand out, innovate, push boundaries and challenge the status quo.
Yemi will lead a network of Belaire’s female fans who will be taking part in the #SelfMadeWoman programme in honour of International Women’s Day, sharing messages of strength, independence and female power to their fans and followers to inspire a movement of self-made stories on social media throughout the month of March.
On the being inspired to take part in the campaign, Yemi says: “I’ve been a fan of Belaire’s “Self Made Tastes Better” series since it began, so when I was asked to be a part of the campaign and share my own success story, I had to say yes. Like Belaire, I always believed in championing independence and breaking conventions. I’m excited to work with a brand that shares my outlook, and am looking forward to the release of my video interview.
She adds: “I’ll be posting #SelfMadeWoman messages for my fans to encourage women all over the world to unite!”
And its left to Brett to sum up: “We are thrilled to work with powerful women who embody our “Self Made Tastes Better” message and want to actively continue to promote the #SelfMadeWoman initiative to spotlight female talent. This campaign is one that is close to our hearts, being an independent, family owned company in an industry of corporate giants. We are proud to be self-made, and we want to support other independent people and success stories.”
Look out for Yemi’s unmissable “Self Made Tastes Better” video which will soon be made available on here. She joins the roll call of other globally renowned music artists such as Rick Ross, DJ Khaled, Steve Aoki, Migos, A Boogie Wit Da Hoodie, Post Malone, French Montana, Dave East and Tanzania’s Diamond Platnumz, who have already been featured.