The Afrobeats pioneer has brought the genre to global attention. Now with billions of streams, a new advertising campaign with Martell Cognac spotlighting this success, and a number-one charting album under his belt, the artist truly has the world at his feet.
Davido commands attention. He’s a musical force who has helped Afrobeats become globally renowned and influential over the last decade, bringing the genre to audiences, TV screens and charts around the world, far beyond his native Nigeria. Filling your feet with energy so you can’t help but move, his music is bold and expansive in scope, blending Afrobeats’ sun-kissed rhythms with the infectious bounce of amapiano and the bass weight of reggaeton. Tracks like ‘Fia,’ ‘Timeless’ and ‘Feel’ have become certified genre classics, with Davido cooking up a formula that’s gained him over five billion streams. Inspired by Davido’s journey, Martell Cognac is encouraging people remain authentic, have the drive to challenge the status quo, and create a path for others in its Be The Standout Swift campaign.
It was hard work that brought him here. Born in the US before settling in Nigeria, Davido’s life has been nothing short of turbulent. At 15, he ran away from home, spending time in London where dreams of becoming a musician began to take root. Sixteen years later, Davido has exceeded even his wildest hopes – finding peace of mind in the process. As he approaches the release of his fifth album, 5ive, out next February on Columbia, Davido remains driven by his unwavering passion for music, always striving to put his best foot forward.
BEAT caught up with the giant of African music to discuss his new project, his contribution to Afrobeats and his partnership with the drinks giant, Martell.
You’ve been making music for over a decade now – what keeps you motivated to continue delivering at the level you do?
I’m kind of used to being in that space of just having to make music. It’s almost like a job now, but music is something that I love so much and hold dear to my heart. So, when you’re obsessed with your job and you love it, why would you stop? I have fans that support me, Africa supports me, my family supports me. There are a lot of things that keep me going. But my love for music is the number one thing that keeps me inspired. I’m saying this 13 years later. I still get excited when I compose and when I’m about to release music.
How do you think your life up to this point has informed your musical journey?
Music has basically taken over my life. People always wonder, “Well, how does he do it?” I just pray and work hard, and God has had my back along the way. There’s really no explanation for how the music has grown, or how successful I’ve grown. I just give all the glory to God and keep innovating, finding new sounds, and challenging myself.
Considering your family background in business and the fact you studied business at university, how did music find you?
I come from a really big family, and we all love entertainment. We used to throw parties all the time, so from that and listening to music, I was able to appreciate entertainment as a whole. I had one cousin that used to go to the studio, and then one day I was like, “Yo, I’m coming with you.” There was a producer in there that was making a crazy beat and I just asked him, “Can you teach me this?” I actually started out as a producer, and from there, I started writing songs for artists and found my way into it.
Before your career really took off, you spent time in London working on your craft. What are some of your fondest memories of that time?
Crazy times, man. All of my friends were in school, but I wasn’t, so I was just trying to find my way. My sister would send me money, my friends would give me money. I met Maleek Berry out there, and he would take me to the studio. Even when I go to London these days, and I pass by Elephant and Castle, I remember that’s where I was staying at the time. It’s just nice to be able to pass by and reminisce about how far God has gotten me.
How do you think the music market in Nigeria, and the way people consume music, is different to other markets, like the UK and US? Are there any major differences you’ve noticed?
We consume music quickly in Nigeria. Artists can easily drop three or four records a year because the demand is high. But there’s so much good music out there, and so many amazing artists, it’s almost like you’ve got to be on your toes. Every two or three months, you have to have something ready to go! But people have so much to offer, and competition is good – it keeps everybody on their grind. I don’t mind that at all.
What do you believe your contribution to Afrobeats is, at a time where it’s one of the biggest genres in the world?
I think my work and career speaks for itself. But if you ask me, Afrobeats can’t be brought up without my name. Impossible. But I’m just proud of how Afrobeats has changed the narrative when it comes to being African. People are actually proud to come out and represent where they’re from, and then you have Americans trying to find out where they’re from in Africa. You can see the whole demographic changing.
You have your new album 5ive coming soon; what story does it tell?
The album signifies growth and strength. It’s also my fifth album, so I went with that theme. It signifies wellbeing and everything good in life. It’s a really strong number. We’ve worked really hard on this album. There are a lot of surprising collaborations that I can’t wait for people to see. But it’s an amazing album; I think it’s my best.
What makes it your best album?
I went back to production on it and was really involved in that aspect. I always am, but I was very hands-on this time. Genre-wise, we touched on a lot of sounds, from reggaeton and house to amapiano. Because of that, I feel like 5ive is going to be one of the most versatile albums in Afrobeats history.
Tell us about how the lead single with YG Marley, ‘Awuke’, came about?
I went on tour in Australia, and one of the festivals was headlined by Lauryn Hill. We went to an after party, and her son was there. We became good friends after that. I sent him the record, and he sent it back in two days. We shot the video in Nigeria, and it was amazing to see, bringing a Marley to Africa. He’s just a cool, level-headed person.
How did your partnership with Martell Cognac happen?
I partnered with Martell in 2021, and what I love about the brand is that it embodies my mantra “we rise by lifting others” which is all about inspiring the younger generation to be unapologetically themselves and create a path for others to follow.
The 2024 campaign celebrates the journey of Afrobeats, and those people who have paved the way. Afrobeats’ success is not an accident. It’s because of the resilience and audacity of everyone who’s contributed to it, and the world enjoys today. Martell is my family, and they support what I do and stand for. I always try to involve all the brands I work with in my career.
What are some of the biggest lessons you’ve learned about yourself as a musician and person?
I always want to try to innovate and help people. Learning how precious my family is for my sanity, and having clean people, and clean souls around, has been so important. Family has taught me how to really preserve and take care of myself. That’s the most important thing to me.
wwww.martell.com / please always drink responsibly
