Davido launches Nine+ Records in partnership with UnitedMasters

Nigerian superstar, Davido Adeleke, known by his stage name Davido, is expanding his music business by partnering with American distribution franchise UnitedMasters to launch a new record label, Nine+ Records.

This new venture announced on Thursday, April 18, 2024, aims to encompass a variety of genres beyond Afrobeats, including hip-hop, R&B, Latin, and country music. Founder and CEO of UnitedMasters, Steve Stoute, praised Davido's entrepreneurial spirit and expressed optimism about the collaboration.

"I see [Davido] as an entrepreneur that could build the next Bad Boy, the next Death Row, and the next label that has significant impact like Cash Money," Stoute stated about the partnership.

Stoute added that convincing Davido to start a label was not difficult, as the singer was familiar with the model from his exposure to the rap labels of the '90s and early 2000s.

UnitedMasters is known for offering independent artists premium music distribution services, tools for connecting with fans directly, and opportunities for unique partnerships with global brands such as the NBA, Bose, and iHeartRadio.