Davido and Lil Baby drop new video for “So Crazy”
6 years ago
United States Davido, a Nigerian-American singer and record producer, has consistently expanded the global reach of Afrobeats through his music and various ventures.
Davido signed an ambassadorial deal with the American company Sta-ke, reported to be worth over 25 billion Naira, positioning it as the largest brand ambassadorial deal by an African artist in history.
Davido is a global brand ambassador for sports company PUMA and has collaborated with them to create a Sportstyle collection. The collection reflects his philosophy and sends a strong message of unity, combining traditional styles with modern influences.
Davido continues his partnership with Maison Martell as an international ambassador, highlighting an exclusive blend and strong brand alignment.
Davido became an official brand ambassador for the sports-betting brand 1XBET in May 2021.
Davido partnered with FoodCourt as part of his album rollout for '5ive'.
GAC MOTOR is included among Davido's notable brand endorsements.
Davido partnered with Sony's PlayStation for a major endorsement or collaboration, reported as a $15 million deal, as part of his album rollout for '5ive'.
On April 6, 2012, Davido signed a ₦30 million endorsement deal with MTN, becoming the face of MTN Pulse, a marketing campaign targeted at Nigerian youth.
In October 2013, Guinness Nigeria signed Davido for an endorsement deal, which included performing at the Guinness World of More Concert.
In June 2014, Davido collaborated with other artists on 'Africa Rising,' a song for DStv's campaign to promote social investment projects.
In May 2018, Davido signed an endorsement deal with Infinix Mobile, a Hong Kong-based smartphone manufacturer.
David Adedeji Adeleke, known as Davido, was born on November 21, 1992, in Atlanta, U.S., and raised in Lagos, Nigeria. His initial musical pursuits involved forming the group KB International while studying business administration at Oakwood University before dropping out to focus on music production and vocal work. His career took a decisive turn upon returning to Nigeria, leading to the release of his debut studio album “Omo Baba Olowo” in 2012. This album, a blend of Afrobeats and hip hop, featured the hit single “Dami Duro” and garnered him the Next Rated award at The Headies in 2012. Between 2013 and 2015, Davido released a series of successful singles, including “Gobe,” “Skelewu,” and “Aye,” solidifying his position in the Nigerian music scene.
In 2016, Davido signed a record deal with Sony Music, which led to the founding of his record label, Davido Music Worldwide (DMW). This period also saw the release of his five-track EP “Son of Mercy.” Following creative control discussions, he renegotiated his contract with Sony and released several singles in 2017, notably “If” and “Fall.” “If” gained significant social media attention globally, while “Fall” became the longest-charting Nigerian pop song in Billboard history. His second studio album, “A Good Time,” released in 2019, featured a collection of these impactful singles and achieved over 1 billion streams across various digital platforms by July 2020.
Davido continued his prolific career with the release of “A Better Time” in 2020, which featured collaborations with international artists like Lil Baby, Nicki Minaj, and Chris Brown. In 2022, he participated in the “FIFA World Cup Qatar 2022 Official Soundtrack” and launched his “Are We African Yet (A.W.A.Y)” music festival in Atlanta. His fourth studio album, “Timeless,” released in 2023, received three Grammy Award nominations, including Best Global Music Album and Best African Music Performance. In 2024, he established his record company, Nine+ Records, in collaboration with UnitedMasters, further demonstrating his impact on the music industry.
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