What MTN did for my career — Davido

Davido, the popular Afro Pop star and musician, has credited telecommunications giant MTN for playing a pivotal role in lifting his music career to great heights. Between 2012 and 2016, Davido served as the face of MTN Pulse, a prepaid tariff plan offered by the company in Nigeria.

MTN Pulse allowed subscribers to enjoy a flat rate of 11.26k per second for calls across all local networks in Nigeria, following the initial 90 seconds call of the day at 27k per second. The tariff plan resonated particularly with the youth demographic and proved to be a financial success for MTN, while also propelling Davido’s career to new heights.

During his time as the brand ambassador for MTN Pulse, Davido released several hit songs, including “Aye,” “Skelewu,” and “Gobe.”

These songs not only captivated the younger generation but also garnered attention from individuals of all ages. Davido’s success translated into lucrative show performance deals and numerous awards, solidifying his position as one of Africa’s biggest musical exports.

Since his association with MTN, Davido has achieved remarkable milestones in the music industry.

He has sold out venues worldwide, including the prestigious O2 Arena in London, performed at the 2022 FIFA World Cup in Qatar, accumulated billions of streams across multiple platforms, and collaborated with renowned international artists. Most recently, he released his highly anticipated fourth studio album titled “Timeless,” which reached number 2 on the World Album charts.

Contrary to popular belief, Davido’s rise to fame was not solely attributed to his father’s wealth. While his father, Adedeji Adeleke, is a billionaire with an estimated net worth of $1.7 billion, Davido’s breakthrough in the music industry can be traced back to the N20 million sign-on fee he received from MTN as their brand ambassador for MTN Pulse in 2012.

Although the sum of money may seem modest in comparison to his father’s wealth, the sign-on fee served as a significant motivating factor for Davido, providing him with the necessary support and following to propel his music career. At the age of 17, the opportunity to earn such a substantial amount of money through music was unprecedented, and it proved to be a turning point in his life.

Recalling the moment, Davido stated, “I remember when MTN, a telecommunications company, came, and they were like they want to do an endorsement, but then my Dad was like, how much, and I said 20 million. I was 17 years old, and I felt nobody at my age had seen that kind of money. Wow, this is from music, and it’s off like two songs, of course.”

Moreover, Davido revealed that the MTN deal came at the perfect time, as it served as a convincing incentive for his father to acknowledge the potential in the music industry. His father subsequently supported his musical aspirations by constructing a studio for him and providing him with the necessary funds to produce his first album, which turned out to be a resounding success.

Davido’s story highlights the impact of strategic partnerships and endorsements in the music industry, proving that his success was not solely reliant on his family’s wealth.

The association with MTN provided him with the platform, resources, and validation needed to pursue his passion and ultimately achieve his status as a music industry heavyweight.