Nigerian superstar Davido has been preparing to release his new album titled The Baddest.
Davido made headlines when he announced on social media that he had inked a deal with the global corporation Sony Music Entertainment.
This news was made on social media by Efe Ogbeni, an A&R man working with such artists as Quincy Jones and Enrique Iglesias. Ogbeni is also expected to executively produce Davido’s forthcoming album for Sony, as announced by Adam Granite, President of a division of Sony Music back in January: “We are thrilled to welcome Davido into the Sony Music family.
The RCA deal follows a series of events that have seen Davido enlarge his reach on the global stage. In recent times, news of his collaboration with R&B singer Tinashe reached the internet. A video is expected to accompany the song.
The hit maker has been dropping mad tunes ever since his sign on. Utilizing his social media, Davido has been working hard to further his art and release music on his own terms. Where he spent a great part of 2016 on a hiatus, he is looking to operate at the highest level, and show prolific form by getting music off his chest and into radio.
Via Snapchat the bares his soul and updates fans regularly on the state of affairs in his business. Kamal Ajiboye, his long-time manager was fired ceremoniously on Snapchat. So also did we get announcements of the groundbreaking Sony deal, and the ensuing celebration that accompanied the move.
It is also on Snapchat that he expresses his recurrent unhappiness with Sony Music, and the deal that he signed last year. This year, his endearing comment about Sony Music was quite the word.
“Fuck all that international shit! It’s cool but fuck it. I am back to the basics,” He wrote on the platform.
This line was mostly ignored due to the drama that followed with the sacking of his manager. And no one can be blamed. It’s human nature to focus on juicy drama, while ignoring the ‘boring’ business. But Davido continues to drop hints that all is not right.
A photo uploaded on his social media says “Creative control returned, new music in 2 days.” This is an obvious dig at Sony Music who gave him money and he signed on to a contract that gave them total control over his creative process and mode of release and distribution.
Michael Ugwu, General Manager, Sony Music West Africa tells Pulse via a phone conversation. “Everything is still happening within his contract with us. He has a deal for the rest of the world, and a slightly different deal in Africa. But everything is cool.”
Another source close to Davido, who spoke with Pulse on condition of anonymity said, “Davido’s deal has been modified. In Africa, he has more freedom now, and can release music under his name, by himself, instead of using his DMW record label.”
The new arrangement has already kicked into play. Davido’s latest single is titled ‘If’. It was produced by Tekno, and has a video shot by Nigerian filmmaker, Director Q. There is no Sony Music or RCA signage in the visual.
He has since released a remix of If with American music legend R.Kelly and the visuals to his smash hit Fall.
For his new single “Pere,” Davido brings some of the Atlanta flavor enlisting Rae Sremmurd and Young Thug over the production of DJ Mustard.The song will be available on iTunes at midnight in North America, meanwhile the record is already out in some overseas locations.