One of Africa’s hottest artistes has no single in 2016. That’s what the facts say.
Away from the shows, the razzmatazz, the social media hype, and cosigns, when you look deeper into the Davido situation with Sony Music, only one fact screams at you; Davido has not released a new song since he signed that deal with Sony Music.
When all the attendant celebration and discussions on ‘African Music Is Taking Over’, are done, the only thing that remains, and should be a constant is the music itself.
In 2016, Davido does not have that. The HKN and DMW singer who got signed to Sony in January 2016 has spent 9 months without an official single.
Instead, his fame, celebrity and fans have been subsisted on his past works, and guest verses on collaboration singles. There has been no Davido song.
Davido signing with Sony Music Entertainment is a big deal for an African artiste.
With the penetration of sounds originating from Nigeria into various parts of the world, it is simply good business for investors to seek out new ventures, amplify talent and make a lot of money.
That’s why the deal was hailed as a stepping stone for the industry in Nigeria.
By signing along those dotted lines on the contract, Davido willed away every executive control he has over his music business.
Gone are the days when he possessed the freedom to record and release music on his terms. He is now a part of a larger and structured music business conglomerate, which takes pride in ‘doing things in a structured and corporate way’.
Every step of the way is planned, produced, vetted, supervised, authorized, and released all under a structure. Each release comes with a structure, and a detailed rollout plan, which involves many layers of authorization to get a single out.
In the past months, the singer has recorded a ton of songs, shot a handful of videos and announced a double EP titled “Son Of Mercy”.
Young Thug, Tinashe, Popcaan, and many other stars have all recorded new music with the singer.
That’s why the anticipation for a Davido project is high.
But that has not happened.
It’s been 9 months since he signed with Sony, and no music has been released for Davido. A planned release for this week, Friday September 9, 2016 has been pushed back to a later date, and the singer isn’t hiding his frustration.
There have been numerous rumours and industry whispers of his unhappiness at the record label from ‘sources close to his camp’.
See what he said on snapchat:-
This isn’t a good look. This is Nigeria where things and feelings wear off fast. The novelty of Davido signing on to Sony Music has worn off.
In its place were photos of collaborations with international artistes. That too has become clichéd. What comes next should be the music, which is a natural consequence of all the activities that have been promoted via social media.
It’s time for everything to all come together in form of music and video releases.
It’s 9 months and that is not happening.
One of Africa’s hottest artistes has no single in 2016. That’s what the facts say, and from a fan standpoint, it makes no sense.
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