The Grammys, Ghanaian Glory & God’s Grace: APMWORLD’s Mission To Champion African Culture Through Photography & Film
Pictured: APMWORLD at the Grammys
This article was drafted by Norman Busigu
Capturing the times with his two trusty cameras, while carefully curating Africa’s visual narrative from a positive perspective, this Ghana born/New York based artist is chasing a much deeper spiritual calling through his content creation. Meet the acclaimed photographer-videographer (and soon-to-be filmmaker) Emmanuel Mensah Agbeble, aka APMWORLD. Of note, he is the recipient of the 2023 Ernie Paniccioli Award for Best Photographer of the Year which was organized by the Black Music Action Coalition.
APMWORLD featured in GQ South Africa
Having previously been profiled by mainstream publications like GQ South Africa, his accolades are expansive: from having his images from Asake’s historic Red Bull Symphonic featured in Essence, to taking (Grammy winning artist) Burna Boy’s album image cover for “I told Them”, to directing the promotional trailer for The Compozers’ North America 2026 Tour… But despite everything he’s achieved after taking the leap of faith to quit his 9-5 and pursue his dreams, there exists a deep-seated hunger for more that I couldn’t help but notice during our numerous conversations. This desire he holds is not in the form of acquiring accolades or awards – but rather, legacy and community.
Pictured: Grammy winning artist Burna Boy and APMWORLD
As someone who understands the metaphysical power of art (even referring to videographers and photographers as “sorcerers” for their ability to freeze time and vividly document a given moment, creating a time capsule of sorts) he firmly roots his disciplines as being the basis of his “purpose in life”. Revealing to me that he has previously battled with suicidal thoughts, he knows his work has “saved” others who have also suffered from this same mental state. This unwavering commitment to his higher calling means he intentionally “mutes the white noise” and avoids clout at all costs. A soft spoken, smooth and soulful spirit, he opts for a private life above one that is flashy and flamboyant – while placing a “fear of God” above all else.
Image (taken by APMWORLD) of Asake featured in ESSENCE
Having rubbed shoulders with both the elite and emerging talents across the spectrum of artists globally, APMWORLD adopts an open-handed approach of collaboration towards anyone that is genuine in their endeavours and centred towards achieving a greater good. In an industry increasingly driven by optics, follower counts and social status, his very refreshing sincerity radiates, and is a reminder that this underground-esque approach is the lifeblood of creativity.
This is counterbalanced with his hustler mindset: proudly highlighting to me that he has “never had an agent”, APMWORLD (out of necessity and passion) has always employed a DIY approach. Which is remarkable, given the fact he has worked with some of the biggest artists of our generation! Having taken the time to meticulously study how the industry operates, he intentionally empowers himself to exist in a space of self-sufficiency which enables him to maintain creative control.
Pictured: Davido (image taken by APMWORLD)
Within the last few months alone, APMWORLD found himself hopping across continents and holding his own in the highest echelons of the creative industry. Initially meeting APMWORLD in Paris at the Art Comes First x Ladislas presentation “Kinshasha to Capri” during Paris Men’s Fashion Week AW2026, he promised to stay in touch with me – and we have since developed a friendship that truly feels more like a brotherhood in-the-making. I initially caught him for a call in February, just after his time in LA for the Grammys (an experience that he thoroughly enjoyed, through being able to represent his culture on one of the biggest stages and mix with some of the world’s brightest talents), as he arrived back home in New York. We spoke again in late March while he back was in LA to finish up our interview for this article which you are currently reading.
Calling me during an editing session at 5am (his time on the West Coast), he explained with excitement that he is currently on tour with Nigerian Rapper/Singer ODUMODUBLVCK, and is due to fly out to the Bahamas in two days’ time for work. With this precious slice of time that he was able to carve out for me, I was able to get a window into his exciting world once again. Of note, he updated me on his very recent (post-Grammy) adventures - working acclaimed African artists, Ayra Starr, Angélique Kidjo and Black Sherif…
Burna Boy album “I TOLD THEM” cover image taken by APMWORLD
You recently directed the music video for the new collaborative single “Aye Kan (Are You Coming Back?)” between the 5-time Grammy winner Angélique Kidjo and Grammy nominated artist Ayra Starr. Afrocentric at its core, its sonics are also very soulful and spiritual… I can’t stop playing it! And the music video captures this essence perfectly – it being a minimalist production that shows the two intimately in the studio, coming together harmoniously to make magic… How did you find yourself being trusted with directing this special piece of art?
“We (Angélique and I) met up at the Grammys this year… she said I have something coming up, and I want to work with you. We then created the idea of how to shoot it… and she came to NYC where we shot the video. And funny story, we did it on a day where there was a big storm in the city!”
“Coming up, it was always my dream to work with her (Angélique), and it’s really happening right now in my life. I still can’t believe it! With her (Angélique), it doesn’t feel like you are working with someone who has won multiple Grammys. She works really really hard – almost like she is still an up-and-coming artist… I found this so inspiring to be around, and it’s a reminder to keep pushing to be better”.
Pictured: APMWORLD, Ayra Starr and Angélique Kidjo
Ayra Starr is on a serious roll of back-to-back smash hits, with the likes of “Hot Body” and her latest offering “Where Do We Go”! What was it like working with the global mega-star in the making?
“Ayra is super into-it and brings a lot of energy! She showed up on set really excited and I quickly noticed that she’s very decisive, professional, and very hands on… She wants to be involved as much as possible! Watching her do her thing - it all feels very natural for Ayra – and she is so much fun to work with, and is so so talented! It’s funny: during this process, it didn’t even feel like we were working haha!”
Pictured: APMWORLD, and Ayra Starr
You’ve previously highlighted to me that you know Angélique well - can you elaborate on the nature of your relationship with her?
“Many people don’t know this, but my mum and Angélique come from the same town and grew up in same community! This is my second or third time working with her (Angélique), and every time we come together, it feels so refreshing to speak our mother tongues, rather than all English”.
Pictured: APMWORLD and Angélique Kidjo
You recently worked with Ghanaian artist Black Sherif, as he performed at Puma's 2026 World Cup kit launch for Ghana at Domino Square in Brooklyn, New York. The event looked incredible! How did you find the experience?
Unable to contain his excitement on the phone with me as he reminisced on the event before forming his response, APMWORLD shared the following thoughts: “it was amazing! I’ve worked with him (Black Sherif) a lot, and we still have insane work coming too! He’s a great guy and his music is lit!”
During the event itself, APMWORLD explains that he got to “see the unveiling of the Ghana jersey for World Cup” and had the opportunity to also “see jerseys from other African countries”. This was special and heart-warming moment for him, as it represented a moment of “African unity”. More than anything, he was “so happy to see the beautiful African designs and culture on display on a global stage, and experiencing this in America made it hit even deeper!”
Pictured: Black Sherif (image taken by APMWORLD)
So many incredible things are happening for you at the moment - what’s a particularly cool experience that you’ve had recently?
“Yesterday, I shot a music video with ODUMODUBLVCK right before he jumped on stage (to perform)...” laughing to himself, APMWORLD then joked “My life is a movie, I swear! Its crazy, my bro!”
Pictured: ODUMODUBLVCK (image taken by APMWORLD)
Do you have any advice to anyone reading this?
“Dream big, dream big, dream big, man… Don’t be afraid to fail, or you’ll never truly know how big you can be!”
A Sneak Peek Into APMWORLD’s Short Film
Before we ended our conversation, APMWORLD foreshadowed his upcoming short film (with promotional snippets available to watch publicly), and gave me the chance to watch it exclusively. Without revealing too much, I do want to give you all some insight into this introspective offering.
As someone who caught around 180 flights in 2025, it gives a rare glimpse into APMWORLD’s nomadic life around the world as he candidly captures culture through his artistic crafts: from the lush Labadi Beach, to navigating traffic and riding trains in NYC, b-roll and vlog style footage is pieced together like a moving puzzle to showcase the worldwide quests APMWORLD embarks on as an Artist. With a minimalist yet meticulous approach to production, influence (he explains) was greatly drawn from the “Jeen-Yuhs” three-piece Docu-Film which chronicles the life and career of Kanye West. Accompanied by a melancholic soundtrack, the various scenes are woven together by a prayer narrated by his mother, making it a deeply personal piece showcasing his lens on life, love and lessons learned in-between.
Image taken by APMWORLD (“Hopes & Dreams”)
As a parting message, APMWORLD expressed hopes that Africans moving forward will place greater focus on “documenting our journeys”, as a means of controlling their narrative and ensuring that their history cannot be rewritten by others.
You can check out his amazing work via his website, and preorder his upcoming photobook “STOLEN FROM THE GOLDCOAST”.
upcoming photobook “STOLEN FROM THE GOLDCOAST” by APMWORLD
