Music isn’t just Davido’s passion; it’s his craft, his business, and where he makes his money. Time and time again, he has shown that he’s willing to go to great lengths to promote his work, pushing boundaries and taking bold steps others might shy away from. Unlike those who sit in their living rooms, judging his every move, Davido doesn’t let societal expectations or “standards” limit him. Instead, he shamelessly puts his business first, collaborating with anyone who can help elevate his craft, even if that person doesn’t fit traditional expectations.
Take Peller, for instance. Davido recently went live with him, a move that many found surprising simply because of the gap in their backgrounds. Critics wondered why Davido would align himself with someone they view as “small.” But what they fail to realize is that Peller has something unique to offer Davido’s career right now—an undeniable influence on TikTok. In the music business, collaborations are all about mutual benefits. Davido understands that, no matter his own success, connecting with those who offer something valuable—no matter how unconventional—is essential.
In fact, the live session with Peller turned out to be lucrative, with a total of 377 lions gifted on TikTok. For those unfamiliar, one lion on TikTok is valued at about $400. And what did Davido do? He graciously told Peller to keep everything. Do the math: with each dollar now worth around 1,700 Naira, that’s over 255 million Naira in virtual gifts! This bold move isn’t just generosity—it’s smart, modern marketing. It demonstrates Davido’s commitment to embracing new media and recognizing where influence and revenue can flow from unexpected collaborations.
Classism runs deep in Nigeria, creating unnecessary barriers that stifle progress. Many people believe that success must come with exclusivity; that the richer you get, the more you should separate yourself from others. But imagine a world where we valued accessibility over exclusivity. Imagine a world where successful people were not afraid to break down these imaginary walls to connect with their fans and expand their reach. As is common abroad, you might sit on a train and find the UK Prime Minister beside you. There, class doesn’t prevent accessibility; rather, it enriches connections. But in Africa, we’ve made inaccessibility synonymous with class and success, creating distance where there could be growth.
What Davido is doing is business strategy at its finest. Consider the power of TikTok in reviving music and driving engagement. His 2015 track “Dodo” recently surged back into the limelight, thanks to TikTok, charting for the first time on platforms like Spotify and Apple Music. This resurgence has shown just how influential the app has become for the music industry—and how much potential lies in collaborations with influencers like Peller, the king of Nigerian TikTok.
Davido’s strategy is simple: stay relevant by staying in the news. Collaborate widely, expand reach, and let go of pride. Some may laugh at the idea of a Nigerian superstar partnering with a TikTok sensation, but Davido’s business acumen shows a depth that goes beyond trends. He’s aware of the value of influence and exposure and willing to go where it exists, regardless of what society expects of him.
Ultimately, Davido understands that in music, it’s about staying current, staying visible, and reaching audiences wherever they are. For him, partnering with Peller is more than just a choice—it’s a savvy business decision that will pay off. If you’re in business, like Davido, you don’t ignore valuable opportunities just to uphold classist ideals. You make decisions that keep you ahead, that keep you trending, and that continue to grow your brand.
So, let’s put our egos aside, like Davido, and understand that success today requires collaboration over classism, connection over exclusivity, and an open mind over tradition. Davido’s drive shows that sometimes, true grace lies in knowing when to connect with those around you—whether they’re stars or students—and in embracing every opportunity to make your craft thrive.
As for the rest of us? Maybe it’s time to get on TikTok tomorrow morning and see what we can make happen.
