Afro-pop musician, Davido reveals the role MTN played in boosting his fledging music career.
During his affiliation with MTN Pulse, Davido experienced a meteoric rise in his musical career.
I remember when MTN, a telecommunication company, approached me for an endorsement, and when my Dad inquired about the compensation, I confidently said 20 million, the celebrity said.
EKO HOT BLOG reports that MTN Pulse, a popular prepaid tariff plan offered by telecommunications giant MTN Nigeria, played a pivotal role in catapulting the music career of Nigerian superstar Davido. Born David Adeleke, the Afro Pop artist rose to fame during his tenure as the face of MTN Pulse from 2012 to 2016.
MTN Pulse, known for its attractive pay-off line, “With MTN Pulse, you talk more, laugh more, and love more,” provided subscribers with a flat rate of 11.26 kobo per second for calls across all local networks in Nigeria after the initial 90 seconds of the day, charged at 27 kobo per second.
The tariff plan resonated particularly well with the youth demographic, and its association with Davido proved to be a mutually beneficial partnership.
During his affiliation with MTN Pulse, Davido experienced a meteoric rise in his musical career. He released a string of chart-topping hits, including “Aye,” “Skelewu,” and “Gobe,” which not only captivated the younger audience but also resonated with listeners of various age groups. The collaboration with MTN not only bolstered Davido’s popularity but also brought substantial financial rewards, including lucrative show performance deals and multiple prestigious awards.
Since his time with MTN Pulse, Davido has established himself as one of Africa’s most prominent musical exports. He has achieved remarkable milestones, such as selling out renowned venues worldwide, including the prestigious O2 Arena in London, and even gracing the stage at the 2022 FIFA World Cup in Qatar.
His music has garnered billions of streams across various digital platforms, and he has collaborated with globally renowned artists. Recently, Davido released his highly anticipated fourth studio album, “Timeless,” which reached an impressive number 2 on the World Album charts.
Contrary to assumptions that Davido’s success can solely be attributed to his affluent background as the son of billionaire Adedeji Adeleke, the artist revealed that it was the N20 million signing fee he received from MTN in 2012 that propelled his career to new heights.
This endorsement deal not only provided him with the necessary financial resources but also served as a powerful motivator and garnered him a significant following.
Although the sum of money might appear modest when compared to his father’s vast wealth, Davido stressed the significance of the deal as it acted as concrete evidence to convince his father of the immense potential within the music industry. At the age of 17, he viewed the endorsement as a remarkable achievement and a pivotal stepping stone towards achieving success in the competitive music landscape.
Reflecting on the profound impact of the MTN deal, Davido expressed gratitude for the opportunity, stating,
“I remember when MTN, a telecommunication company, approached me for an endorsement, and when my Dad inquired about the compensation, I confidently said 20 million. At 17 years old, I felt that no one my age had ever seen that kind of money. It was an incredible realization that music could offer such rewards.”
Davido further explained that the endorsement arrived at a crucial juncture in his career, acting as a catalyst to convince his father to wholeheartedly support his musical aspirations. With his father’s backing, Davido was able to establish his own studio, receive financial support, and successfully release his debut album, which propelled him to even greater heights of success.
The inspiring story of Davido’s journey from serving as an MTN Pulse brand ambassador to becoming a global music sensation exemplifies the significant impact that strategic partnerships and transformative opportunities can have on an artist’s career trajectory.
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