RadicalMedia's Dave Meyers on The Cultural Truth Behind Burna Boy's "For Everybody"

There is a persistent instinct in brand storytelling to smooth cultural edges in pursuit of global reach. The assumption is that the more specific a story is to its origin, the harder it will travel. Increasingly, the opposite is proving true. The stories that resonate across borders are often the ones most grounded in place, identity, and cultural truth.

Sporty Group’s For Everybody, a cinematic music video created in partnership with Burna Boy and directed by Dave Meyers alongside choreographer Shay Latukolan, operates from that premise. Bringing together elite African athletes, Afrobeats, fashion, and movement, the project does not attempt to generalize its perspective for a global audience. Instead, it leans into the interconnectedness of sport and music across the continent, presenting a culturally specific narrative designed to travel on its own terms. At the time of writing, the video has garnered nearly 7M views on YouTube.

Brand Storytelling caught up with Sporty Group’s VP of Business Development, Marketing and Media Elias Gallego and director Dave Meyers to discuss the strategic thinking, creative decisions, and collaborative dynamics that shaped the film.

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