Davido: Business Focus Intensified as Afrobeats Went Mainstream

The Journey of Davido: From Independence to Afrobeats Stardom

Davido, one of the most prominent names in the Afrobeats scene, has a story that is as compelling as his music. His early life was marked by independence and self-discovery, traits that ultimately led him to the world of music.

Born in Atlanta and raised in Lagos, Nigeria, Davido was the youngest of five siblings. His mother passed away when he was just five years old, and he was raised by his father, Adedeji Adeleke, a Nigerian billionaire who serves as CEO of Pacific Holdings Limited and President of Adeleke University. Despite their wealth, Davido credits his father’s decision to give him space to think for himself as a crucial factor in shaping his career.

“He traveled a lot for business,” Davido recalled during an interview. “He was a busy man… I think I had a lot of time to find myself and know exactly what I wanted to do in life.” He explained that his father didn’t micromanage his life like he did with his other children. This freedom allowed Davido to explore different interests, including music.

Initially, Davido started as a producer, a choice that he made to appease his father, who insisted he focus on his education. However, this early exposure to music set the stage for his future success. While his debut was with KB International, it was when he went solo that his career truly took off.

In 2011, Davido made the bold decision to drop out of Oakwood University to pursue music full-time. Four years later, he fulfilled his father’s wishes by earning a music degree from Babcock University. “My father is very principled and values education,” he said. “We figured out a way to do a part-time program. I’d be in Miami on the weekend and back in school on Monday. It was a crazy three years.”

His decision to follow his passion quickly paid off. His self-produced debut single, “Back When,” released in 2011, marked the beginning of a successful career. Today, Davido is a trailblazer in Afrobeats, known for hits like “If,” “Fall,” “UNAVAILABLE” featuring Musa Keys, and “With You” starring Omah Lay.

Afrobeats, a genre that blends West African music with jazz, reggae, pop, and hip-hop, has seen explosive global growth. According to Spotify, the genre generated over 13 billion streams in 2022 alone. NPR reported that Afrobeats was among the fastest-growing genres in both the U.S. and globally in 2023, with streaming surging by over 26%.

Davido, alongside artists like Tems, Rema, Ayra Starr, and Burna Boy, has played a significant role in bringing Afrobeats to international audiences.

Business Lessons and Strategic Moves

Davido’s success in the music industry has also translated into lucrative endorsement deals. He has partnered with brands such as Puma, GAC Motor Nigeria, Pernod Ricard’s Martell Cognac, and Infinix Mobile. “If I show you how much I’ve made off my brand and being a brand ambassador, boy, oh boy. It’s been an amazing ride,” he admitted.

However, navigating this success hasn’t been without its challenges. Davido, who earned his first major paycheck at 17, shared that he spent the earnings from his first endorsement deal and the advance from signing with Sony Music Entertainment, becoming one of the first African artists to sign with a major global label.

“I wasn’t really focused on the business side until Afrobeats became more commercial,” he said. “Probably eight or nine years ago, we started paying more attention to the paperwork.”

Now, with years of experience under his belt, Davido has made strategic decisions that have benefited not only himself but also those around him. He launched his label, Davido Music Worldwide, which has signed at least 11 artists, helping them navigate the industry and guiding their business deals.

Some of the artists signed under his label include Toye, Boi Chase, Logos Olori, and Morravey.

A New Chapter at the Essence Festival

As for what’s next for Davido, he recently took center stage at the 2025 Essence Festival of Culture in New Orleans. Performing at the Caesars Superdome from July 4 to July 6, it was his first time in the city. Fans were treated to throwbacks like “If” and “Fall,” as well as songs from his latest album, “5ive,” released in April.

“I’m happy that my culture is being represented by me at the Essence Fest,” he expressed. “It’s an honor to bring my music and heritage to such a prestigious event.”

Davido’s journey from a young artist discovering his path to a global Afrobeats icon is a testament to his resilience, talent, and strategic thinking. As he continues to evolve, his impact on the music industry and beyond remains undeniable.