Abuja, Nigeria | NOW THEN DIGITAL — Nigerian music star Davido has just sealed a significant deal with UnitedMasters, a top American music distribution and artist services company, for his latest venture, Nine+ Records.
This collaboration means Nine+ Records and UnitedMasters will work together on artist development, A&R, signings, and other key areas in the music industry.
Davido expressed his excitement, saying, “I couldn’t be more proud to partner with Steve and the team at UnitedMasters, this announcement represents an exciting new chapter for developing and established artists around the world.” He also hinted at more news about additional partners and artists coming soon.
Davido believes this partnership will change the music scene, saying, “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.”
UnitedMasters’ founder and CEO, Steve Stoute, emphasized their commitment to Africa over the past two years, mentioning investments in artists, education, and technology. He said, “With this new venture with Davido and the launch of Nine+ Records, we reinforce our mission in becoming a bridge for artists on the continent.” Stoute added that they aim to find and nurture new talent while offering support through branding and sync opportunities.
UnitedMasters reached a valuation of $550 million in October 2021 after a $50 million Series B investment round led by Apple, with contributions from Alphabet and Andreessen Horowitz. They’ve also partnered with Snapchat and cryptocurrency platform Coinbase.
This news follows several significant announcements by UnitedMasters, including partnerships with SymphonyOS and Groover.
In November, they introduced Blueprint, a personalized artist development feature within the UnitedMasters app, offering independent artists guidance and coaching to advance their careers.
Last July, UnitedMasters announced a collaboration with Nigerian producer Sarz’s 1789 imprint, following a similar agreement with Afrobeats label Mavin Records earlier in 2023. Through these partnerships, UnitedMasters hopes to support the next generation of artists from the continent, providing branding, sync, and artist services.
Davido, a three-time Grammy nominee and founder of Davido Music Worldwide, has achieved over 5 billion streams and 1.2 billion video views. This latest collaboration comes after his sold-out concert at Madison Square Garden in New York.
