That experiment was hell for him. He was a miserable artist who threw erndless tantrums on social media, and fought for some of his ability to be his own man. He had to.
“First of all, I didn’t even want to take the deal because I didn’t need it. I was doing tours all over Africa with 50,000 to 80,000, people so it was like why am I signing the deal?” He told Guardian.
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“They tried to fix me up with a producer and I decided to come home, but I’m still signed to them, it’s going good. They have realized how much potential is here because even when I am all over the world it is my African songs that even the oyibo people f*** with.”
A renegotiation of his deal with Sony Music meant that he clawed back creative control on the African continent, and he hasn’t looked back.
His first single ‘If’ flew out the blocks with fire, and soon enveloped the continent and beyond. One of the biggest hits of 2017 so far, it has received cosigns from some of the most influential entertainers on the planet, R.Kelly has recorded a version, with talks of an official collaboration.
It’s like second life for Davido, and he is taking it with both hands. ‘If’ and its buzz will not last forever, and Davido, an astute thinker and strategic executioner is back with another new single, ‘Fall’.
The early reviews for fall are positive, and the coming months look positive as Davido continues to promote the new single. Kiddominant worked hard at production, and DAPS handled the beautiful video which has raced past one million Youtube views in 4 days.
The key thing about hindsight is that it gives you perspective. When Davido clawed back his creative control for Africa, many wouldn’t have understood his plans, But this proves once again that sometimes, the artist is always right.
They understand their creative strengths and weaknesses. They know the spaces they need to be in to create their best work. And the art, which is a part of life for them, beats in their chest. They own the art.
Davido in 'Fall' video(Instagram)
Upsetting that balance because of business has always proven to be wrong. A&R executives who seek to alter the creative makeup of an artists mostly end up with a false product that lacks a soul. But that’s what major labels do. They offer you money, and grab your birthright.
Davido is flourishing right now, and he has his creative control to thank for that. Perhaps Sony Music may never get the ‘international’ Davido that they desire. But right now, the local Davido is killing it.
