Making yet another major power move, three-time GRAMMY® Award-nominated Nigerian global superstar and Afrobeats pioneer Davido has inked a deal with UnitedMasters for his recently launched label Nine+ Records.
Under this newly minted partnership, he will intensely focus on artist development, A&R, and behind-the-scenes curation, signing, and cultivating an entire vanguard of artists under his purview on the continent.
Together, the teams will collaborate closely in order to not only introduce, but cultivate career talent. It only expands Davido’s influence and reach.
“Over the last 2 years, we’ve proven our commitment to Africa investing in artists, education, and technology. Today, we are doubling down. With this new venture with Davido & the launch of Nine Plus Records, we reinforce our mission in becoming a bridge for artists on the continent. Together we’ll identify & develop new artists while supporting them with brand and synch opportunities.”
“I am thrilled to announce the launch of a new joint venture between my label, Nine Plus, and UnitedMasters, founded by my good friend, Steve Stoute. 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. Excited to witness the creativity and growth ahead. This partnership signifies a significant step in music history, encompassing both Africa and the world”— Davido, Founder/CEO of Nine Plus
Nine+ Records will be announcing more artists and partners in the future. Last night, Davido just sold out one of the most iconic venues in the world, headlining Madison Square Garden in New York City. He ignited the stage with what will be remembered as a historic set, bringing Afrobeats to the Big Apple in the biggest way possible. In advance of the show, he extensively spoke to Billboard who praised how “Performing in New York has also become a special ritual” for him.
This news also arrives on the heels of various major company announcements for UnitedMasters. The company locked down a high-profile alliance with SymphonyOS and Groover. Plus, it hosted its annual “A Celebration of Independence” GRAMMY® Concert at the Palladium in Hollywood, CA. The show boasted an all-star lineup, including headliner Davido, Uncle Waffles, Tokischa, Donavan’s Yard, and NLE Choppa. Of the latter, The Source wrote, “This marked the first time UnitedMasters featured international acts, solidifying its impact and representation within the global independent artist movement.”
Stay tuned for a whole lot more soon.
About Davido:
In 2024, Davido cemented his position as a global force in music. Often called “The King of Afrobeats”, the American-born, Nigerian-raised icon has amassed over +5 billion streams and over +1.2 billion video views across his 13-year career. The most followed Afrobeat artist across social media, Davido has been a forerunner in connecting the world to Afrobeats. In 2023 Davido became the first African artist to top itunes Album Chart with the release of his +1B streaming and world acclaimed 4th studio album, “Timeless” garnering three Grammy nominations, including Global Music Album of the Year for “Timeless”, Global Music Performance for “Feel” and Best African Musical Performance for the hit smash “Unavailable”. Davido’s 2023 hot streak also includes U.S and International sold-out tours, “Timeless’” record-breaking streaming numbers, and TikTok leadership with over +100M videos to his “Unavailable” dance challenge.
A powerful touring artist, in addition to Davido’s upcoming April 2024 Madison Square Garden performance, 2023 saw sold-out tour dates across the globe, including multiple shows at London’s 02 and Atlanta’s State Farm Arena. Career performance highlights also include headlining “AfroNation” around the globe and closing the 2022 World Cup with a performance seen by over +250 million viewers. Davido powerfully entered the global music scene, breaking records in 2019 with hit singles “If” and “Fall” from his 2019 1.2 billion streaming release “A Good Time.” In 2020 he released his third studio album, the follow-up to “A Good Time,” the platinum aptly titled “A Better Time,” which featured the hits “FEM,” “Holy Ground ft. Nicki Minaj” and “Shopping Spree ft. Chris Brown.”
Earning over 30 awards and nominations internationally, including 2023’s Grammy, BET, EMA, and VMA Award Nominations. Featured on the cover of Forbes magazine in 2023, Davido is a global media powerhouse with countless television and media appearances, including: The Tonight Show, Live with Jimmy Kimmel, The Daily Show, The Kelly Clarkson Show, The Jennifer Hudson Show, Rolling Stone, Billboard, Complex, Uproxx, New York Times, and Apple’s Zane Lowe among others.
About UnitedMasters
UnitedMasters is the leading software and services platform for independent artists. Through our unique mix of music distribution services, innovative technology, and first-of-its-kind artist marketing solutions, UnitedMasters acts as the operating system that enables artists to own their futures. We fuel the careers of artists like Tobe Nwigwe, Brent Faiyaz and Liana Banks—and unlike traditional record labels, UnitedMasters artists retain full ownership of their careers and the master recording rights to their music. We connect over 2M+ independent artists on our platform with global brands like ESPN, Diageo and Pepsi. These connections are powered by our world class creative talent to propel the commercial success of artists and brands in today’s world.