Davido Takes Afrobeats Global with Nine+ Records and UnitedMasters Partnership

Davido, the Nigerian Afrobeats sensation, has launched his new record label, Nine+ Records, in partnership with UnitedMasters, a move that further solidifies his commitment to nurturing African talent and promoting the genre globally.

This strategic collaboration, announced on April 18, 2024, positions Davido and UnitedMasters at the forefront of expanding the reach and influence of African musicians.

Under the partnership, Davido will lead Nine+ Records in artist development, A&R, and behind-the-scenes curation, focusing on discovering and nurturing a pioneering lineup of artists across the continent.

The collaboration with UnitedMasters, owned by Steve Stout, marks a significant milestone in the African music industry, highlighting the growing recognition and appreciation for the continent’s diverse musical talent.

UnitedMasters has demonstrated a strong commitment to Africa over the past two years, investing in artists, education, and technology. In December 2023, the company partnered with the NBA to offer African artists a platform to showcase their work on NBA Africa’s social media channels.

This initiative not only provides exposure to African audiences but also showcases a technological method for building strong connections, with operations based at the NBA Africa office in Lagos, Nigeria.

The partnership between Davido and UnitedMasters emphasizes a steady aim to serve as a platform for artists across the African continent, focusing on discovering and nurturing new talent and offering them opportunities for brand partnerships and synchronization.

The collaboration is a testament to the growing interest in African artists, education, and technology, with Davido expressing his excitement about the potential impact on the global music landscape.

In a statement, Davido expressed his enthusiasm for the partnership, saying, “This collaboration marks a pivotal moment in our journey, as we aim to empower artists globally by leveraging UnitedMasters’ revolutionary music distribution platform and Nine Plus’ innovative vision and eye for talent.

Together, we are set to redefine the music landscape both African and global, providing artists with unprecedented tools and opportunities to amplify their voices and craft.”

Davido’s excitement is evident as he looks forward to witnessing the creativity and growth that will emerge from this partnership.

The collaboration is a significant step in music history, encompassing both Africa and the world, and signifies the growing global recognition of African artists.

The partnership is also a personal achievement for Davido, who has been a leading figure in the Afrobeats movement.

In a 2023 feature with Forbes editor Bertoni, Davido reflected on the gradual global recognition of African artists, noting, “I can remember when it wasn’t cool to be from Africa—people would lie and say they were Jamaican.

Now we have our own Billboard charts in the US and UK—that shows how serious the Western world is taking our music.”

Nine+ Records is expected to unveil its roster of artists in the near future, and with Davido’s recent sold-out concert at Madison Square Garden and his upcoming headline appearance at The BET Experience in Los Angeles, the Afrobeats star continues to make significant strides in his career.