Nigerian Afrobeats superstar Davido joins forces with global music distribution platform United Masters to launch Nine+ Records.
The global music distribution platform UnitedMasters officially launched in Nigeria in December 2023. As CEO Steve Stoute told Billboard, “UnitedMasters’ move into Nigeria is the next logical step in making independence the standard for the music industry all around the globe.” He also mentioned that even though UnitedMasters is present in many exciting markets globally, Nigeria stands out as a region with unparalleled talent density and untapped potential, suggesting that the move was carefully considered.
Now, the global platform has taken its commitment to Nigerian talent a step further, partnering with three-time Grammy-nominated Davido to create a new record label, Nine+ Records.
The partnership commenced on Wednesday, April 17, as Davido joined UnitedMasters in an executive capacity, per their newly signed deal. Steve Stoute, the visionary behind the music platform, emphasized that it took little convincing to bring Davido on board — the duo is poised to build a label that evokes the bold rap imprints of the 90s and 2000s. Additionally, Stoute and Davido made it clear they would not confine themselves to Afrobeats alone but also encompass hip-hop, R&B, Latin, country, and more.
“There’s such a big opportunity globally and I see him 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 discloses. “[I told him to] forget everything you were doing before, let’s commit to building something in a joint venture and that’s the formation of Nine+ and UnitedMasters.”
