Prominent Nigerian singer, David Adeleke, popularly known as Davido, has forged a strategic partnership with UnitedMasters, a well-known US distribution company, to launch Nine+ Records, a fresh record label venture.
In an exclusive interview with Billboard, the head of DMW label shared his ambitious vision to transcend the confines of Afrobeats and extend the label’s reach to global audiences.
Davido articulated his deep-seated commitment to nurturing emerging talent and confronting the prevalent challenges confronting young artists within the music industry, citing these as primary drivers behind the collaboration. He expressed eagerness to explore diverse music genres, with initial emphasis placed on Africa before venturing into broader international markets.
The announcement of the partnership reverberated across social media platforms, with UnitedMasters heralding it as a groundbreaking alliance with Davido. In a press release, UnitedMasters underscored the monumental impact expected within the African music landscape, with Davido poised to serve as a catalyst in elevating the trajectories of burgeoning artists.
While Nine+ Records has yet to unveil its roster of artists, Steve Stoute, the visionary CEO of UnitedMasters, disclosed that the genesis of the label stemmed from a serendipitous encounter with Davido during the 2023 UnitedMasters SelectCon. Stoute reiterated his unwavering commitment to fortifying Davido’s endeavors and empowering Nine+ Records with requisite resources and structural support.
Davido’s initial foray into label ownership materialized in April 2016 with the establishment of DMW, a platform that has since fostered the growth of notable talents such as Mayorkun, Peruzzi, and Dremo. Notably, in a recent rebranding initiative in March, Davido unveiled DMW 2.0, introducing fresh talent in the form of Morravey and Logos Olori.
