This year Davido has been on the rise. The pop star signed a two-album deal with Sony Music, and recently covered Fader Magazine. He also performed at international concert SXSW, and signed a brand endorsement deal with beverage company, Pepsi.
But the most daunting of this is the creation of the music label Davido Music Worldwide. The singer launched the firm this year, announcing it after his deal with Sony Music. Davido has signed two acts to the imprint – Mayorkun and Dremo – tasking them to release hit songs.
Mayorkun has seen some initial success. His first single ‘Eleko’has been getting great rotation on radio stations, and the video which was shared on Youtube, gathered over 1 million views in ten days. Dremo has a cover of Desiigner’s ‘Panda’ out and about.
But these developments has not been made without creating internal ruckus among his other signed acts. There has recently been a fight in-house, where Davido and cousin B-Red have had issues over the star’s attention. B-Red feels that Davido has not promoted them enough, but gives the full range of his star power to the new guy. “The boys feel that Davido does not push them enough. They even beg him to post on social media.” A source told Pulse.
There has also been rumors about the other artistes not receiving enough promotional funds for their proposed projects. B-Red, Sina Rambo, and Danagog, push their promotions personally. Our source revealed that on some occasions Davido is even begged to post updates on them on social media.
Pulse also gathered that there is a feeling that Davido has plans to dissolve HKN, and move on with Dremo and Mayorkun under the new imprint, DMW. The future of Rambo, B-Red and Sina Rambo in the label is unsure.
Davido is simply having a normal reaction. A man goes into business to make profits. He invests money on the acts, and throws in his best to make sure they blow. If they don’t, he keeps reinvesting, and essentially loses money. It is foolhardy to keep up a particular act and expect a different result. Davido cannot continue to spend money on artistes with no bankable potential. Flip through the HKN profile, their main product is Davido, who is also a director. Sina Rambo, B-Red, Danagog, and Deekay call this place home. But they haven’t earned their keep from a business angle.
It is this stagnation that have forced the singer’s hand to make drastic moves. DMW, which has both Dremo and Mayorkun already looks bright, with their recent releases. That’s more success than the HKNs sans Davido have ever had. If I had them on a label, I would make for the exit door, in a sane possible way.
Although no one has come out publicly to acknowledge Davido’s exit strategy, the vibes around the club point to this. The other artistes have a sickening gut feeling that they are on borrowed time. Deekay, who showed up at the Pulse Nigeria office on Monday, April 25, 2015, gave his view of things.
“HKN is not ending”, the singer stated emphatically. “Davdio got a deal with Sony, and he is restructuring the label. The aim is to have everyuone on Davido Music Worldwide.”
The deal with Sony Music, signed in February, will have the singer produce two albums to be marketed and distributed by the music giants. Davido’s exploits at home after that deal can be tied to that, but is it truly the case?
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