ABUJA: Nigerian music icon Davido has transformed his brand influence across Africa, evolving from a music sensation to a powerful force in strategic partnerships.

Orchestrated by his legal and business advisor, Bobo Ajudua, Davido’s approach to brand deals is setting a new standard, prioritizing ownership, equity, and long-term commitments over traditional endorsements.

In a recent statement, Ajudua’s media team emphasized this innovative model’s importance in Africa’s evolving market.

“Rather than simply promoting a product, Davido becomes an integral part of the brand’s strategy, focusing on equity and shared growth,” Ajudua stated. “This approach is effective in Africa, where local relevance and deep consumer engagement are key.”

One notable example of Davido’s influence is his partnership with Martell Cognac. As the brand ambassador, Davido has amplified Martell’s presence in Nigeria, especially among young, affluent consumers.

His endorsement has not only boosted Martell’s appeal but has positioned it as a premium choice, outpacing competitors.

Similarly, Davido’s collaboration with Infinix Mobile has solidified the smartphone brand’s presence in Nigeria’s competitive market. His endorsement resonates with young, tech-savvy consumers, propelling Infinix’s market share and establishing it as a leading smartphone brand.

This new model, which allows Davido to secure equity stakes, places African celebrities as stakeholders in the brands they promote, fostering sustainable economic growth. “This partnership model empowers African celebrities to be active participants in the continent’s economic development,” Ajudua added.

Ajudua’s strategy exemplifies a path forward for Africa’s unique business environment. By leveraging the influence of African celebrities, brands can engage deeply with a passionate consumer base. As more African celebrities adopt this approach, the landscape of endorsements could shift towards models that drive long-term economic impact.

Davido and Ajudua’s innovative partnership has paved the way for African celebrities to be recognized as business leaders, not just endorsers. Through strategic ownership and shared success, they’re inspiring a future where African talents contribute meaningfully to the continent’s growth.