Davido inks deal with UnitedMasters for new label Nine+ Records

The arrangement will see Nine+ Records and UnitedMasters work together on artist development, A&R, signing and behind-the-scenes matters.

“I couldn’t be more proud to partner with Steve and the team at UnitedMasters, this announcement represents an exciting new chapter for developing and established artists around the world,” Davido said, adding that Nine+ Records will be announcing more partners and artists in the future.

“Together, we are set to redefine the music landscape both African and global, providing artists with unprecedented tools and opportunities to amplify their voices and craft. Excited to witness the creativity and growth ahead. This partnership signifies a significant step in music history, encompassing both Africa and the world,” he said.

UnitedMasters founder and CEO Steve Stoute said: “Over the last two years, we’ve proven our commitment to Africa, investing in artists, education, and technology. Today, we are doubling down. With this new venture with Davido and the launch of Nine+ Records, we reinforce our mission in becoming a bridge for artists on the continent. Together we’ll identify and develop new artists while supporting them with brand and sync opportunities.”

UnitedMasters achieved a valuation of $550m in October 2021 after securing a $50m series B investment round led by Apple, with contributions from Google parent company Alphabet and Andreessen Horowitz. The platform also has partnerships with Snapchat and cryptocurrency platform Coinbase.

The latest development comes after several significant company announcements for UnitedMasters, including a partnership with SymphonyOS and Groover.

In November, the company launched Blueprint, a personalised artist development feature within the UnitedMasters app to offer independent artists guidance, coaching and insights to advance their careers.

Last July, the company unveiled a collaboration with Nigerian producer Sarz’s 1789 imprint, following a similar agreement with Afrobeats label Mavin Records earlier in 2023. Through these partnerships, UnitedMasters seeks to leverage its inclusive platform to support the next generation of artists from the continent, providing brand, synchronisation and artist services.

A three-time Grammy nominee and founder of Davido Music Worldwide, the ‘Unavailable’ star has amassed more than 5 billion streams and over 1.2 billion video views. The development follows his sold-out concert at Madison Square Garden in New York.