Davido Launches New Record Label, Nine + Records, Transfers All DMW Artists
Afrobeats artist Davido is expanding his reach within the genre with the launch of Nine + Records, his new record label. The “Unavailable” singer has also formed a partnership with UnitedMasters to further support this venture.
Under the partnership with UnitedMasters, owned by Steve Stout, Davido and Nine+ Records are stationed to build a “vanguard” of African musicians with a focus on artist development, A&R, signing, and behind-the-scenes matters.
Over the past two years, UnitedMasters has been dedicated to supporting Africa through several endeavors, including investments in artists, education, and technology. In December of last year, UnitedMasters partnered with the NBA forging a deal that allowed their artists could showcase their work on NBA Africa’s social media channels. This initiative not only exposes artists to African audiences but also demonstrates a technological method for building strong connections. The initiative is based at the NBA Africa office in Lagos, Nigeria.
Now, this commitment is being strengthened through a new collaboration with Davido and the launch of Nine+ Records. This partnership holds a steady aim to remain focused on serving as a platform for artists across the African continent, discovering and nurturing new talent, and offering them opportunities for brand partnerships and synchronization.
The three-time Grammy-nominated singer hailed the partnership as a historic moment in music, emphasizing his goal to elevate the global influence of modern African musicians and the Afrobeats genre. With support from UnitedMasters for distribution, development, and branding matters, this collaboration underscores significant interest in African artists, education, and technology.
Davido expressed his enthusiasm in a statement, saying, “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.”
In a 2023 feature with Forbes editor Bertoni, Davido commented on the gradual global recognition that African artists are receiving. “I can remember when it wasn’t cool to be from Africa—people would lie and say they were Jamaican,” said Davido. “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 does not have an official roster of acts as of yet, but the label plans to roll out reveals in the near future.
Davido is enjoying a phenomenal year, marked by his April 17 historic, sold-out concert at Madison Square Garden and his forthcoming headline appearance at The BET Experience this June at the Crypto.com Arena in Los Angeles.
