In a remarkable turn of events, renowned Afro Pop star David Adeleke, popularly known as Davido, emerged as the face of MTN Pulse, a prepaid tariff plan offered by telecommunications giant MTN Nigeria, between the years 2012 and 2016. The partnership between Davido and MTN Pulse proved to be a pivotal moment in both his career and the success of the tariff plan.
MTN Pulse boasted an attractive prepaid tariff plan that allowed subscribers to enjoy a flat rate of 11.26k per second for calls across all local networks in Nigeria after the first 90 seconds of the day, which were charged at 27k per second. The plan became synonymous with Davido, its brand ambassador, and resonated strongly with the youth demographic, attracting substantial revenue for MTN.
During this period, Davido not only represented MTN Pulse but also released several hit songs that resonated with fans of all ages. Tracks like “Aye,” “Skelewu,” and “Gobe” captured the hearts of both young and older adults, further solidifying Davido’s status as a musical sensation. Capitalizing on his growing popularity, Davido garnered lucrative show performance deals and received numerous accolades.
Since his time as the face of MTN Pulse, Davido has risen to become one of Africa’s most prominent musical exports. He has successfully sold out venues worldwide, including the prestigious O2 Arena in London. Additionally, Davido had the honor of performing at the 2022 FIFA World Cup in Qatar, amassing billions of streams across various digital platforms. Collaborating with some of the biggest names in the global music industry further cemented his reputation as a formidable artist. Recently, he unveiled his highly anticipated fourth studio album titled “Timeless,” which peaked at number 2 on the World Album charts.
However, there is a fascinating twist to this narrative. Despite being widely known as an “Omo baba Olowo” (son of a wealthy man), Davido’s rise to fame was not solely due to his father’s financial backing. His father, Adedeji Adeleke, is a billionaire with an estimated net worth of $1.7 billion. It is often assumed that Davido’s career was made possible solely by his father’s wealth, affording him every resource needed for success.
Yet, the reality is quite different. In truth, Davido’s breakthrough can be attributed to the ₦20 million ($50,000) sign-on fee provided by MTN when they signed him as their Brand Ambassador and the face of the MTN Pulse tariff plan in 2012. While this sum pales in comparison to what his father could offer, it served as a significant motivator and catalyst for Davido’s climb to stardom.
Reflecting on this pivotal moment, Davido recalls, “I remember when MTN, a telecommunications company, came, and they were like they wanted to do an endorsement, but then my Dad was like, ‘How much?’ and I said 20 million. I was 17 years old, and I felt nobody at my age had seen that kind of money. Wow, this is from music, and it’s off like two songs, of course.”
Davido further explains that the MTN deal arrived at a crucial juncture, acting as the catalyst that convinced his father of the immense potential within the music industry. “I’m like, ‘Daddy, see, we can do this.’ So, he built me a studio and gave me some money to run my stuff, and I did my first album, which turned out to be a tremendous success,” he added.
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