This week, Nigerian artist Davido launched a record label in Nigeria with United Masters as a partner. Nine+ Records won't be limited to afrobeats but will be looking for a broad array of artists across genres and continents. This comes a few months after United Masters launched in Nigeria.
UnitedMasters provides artists with data and insights into the performance of their music on streaming platforms. This data can be valuable for artists to understand their audience, make informed decisions, and develop their careers. The platform has also explored partnerships with brands, aiming to create opportunities for artists to collaborate with companies for promotional and marketing initiatives.
At this point, it's undeniable the impact that African music is having on the global music market, so it isn't surprising that Davido is starting a record label while collaborating with United Masters. With impact, comes consequences though. It's apparent based on the success of Davido, Tyla, Burna Boy, Rema, Ayra Starr, Nasty C, and countless others that the continent is ripe with talent. Labels will be going across the continent working with artists, and if history has told us anything, they will not be looking to simply allow all artists to own their music. Companies like United Masters allow artists to find success while retaining ownership of their music.
In an interview with Ebro Darden on Apple Music, United Masters founder Steve Stoute said the following:
We're currently in a scramble for African artists. Big companies have watched how much the diaspora supports its own. All eyes, or at least most eyes, are on Africa (and Latin America) to find, cultivate, and monetize as much talent as possible. Artists have documented how much the labels take advantage of them. Hopefully, African artists don't make the same mistakes of the past and understand that what they have is unique, and valuable, and holding on to that is vital.