Asa Asika is Davido getting back to the 'basics' of his career

“Back to the basics”Davido has screamed as the year began. He wrote it on Instagram, tweeted it, and found new ways to capture his desire to get back to the basics.

The basics for Davido happened over 4 years ago. He was a 20-year old young man, who was unsure of his talent, working his way through a college degree and managed by Asa Asika. He was just blowing up with ‘Back when’, before ‘Dami Duro’ gave him the true pop breakthrough.

Asa Asika had managed his affairs then. He was two years older than Davido, but looked way younger. He steered Davido’s career the right way, made him become a star, and as these stories usually go, he was eased out and fired by the powers that had a hand in Davido’s life.

The following years has been phenomenal for Davido. He has conquered the African market, topped the charts, gathered the most awards, performed at the biggest venues, gotten his degree in music, and released a debut album. He has become a star who is one of the ‘Coolest Kid In Africa’, and is on the verge of expanding his reach to other markets.

But life for Davido has become complex. Where he was once the kid chasing national glory and looking to climb through to the top echelons of the art, now it is all deals, critics, snakes and discontent. Davido made his life complicated.

In 2016, he split from HKN Music, a family run label, and proceeded to set up his personal imprint. He also sealed the deal with Sony Music Entertainment, which guaranteed him an organized label structure, some funding and the chance to break into the US market as a shining export from Africa.

But the vagaries and chains of a label structure had burned his ability to freely release music. He has sure recorded many new projects, and released an EP which had a polarized reception. He has scored collaborations with many international stars such as Young Thug and Rae Sremmund.

But you could feel his discontent. Snapchat has been Davido’s favorite tool to express himself, and he does that with very little restriction. He announces deals on it, showcases his luxury living, and gives shout outs to everyone all day.

But he also does vent a lot. From screaming about the frustrating demands of Sony Music, to sacking his manager, Davido has cut an air of a man who has made life too complex, and deep down, wishes he could revert to as it was in the beginning.

On the home front, the growth of Mayorkun and Dremo has been a joy for him. These artistes, plucked out of the streets and given contracts had shown flashes of brilliance and growth. That’s why he continues to pour himself and his soul into their art. But Lola Rae and Dammy Krane had joined, and now a new act, Yonda has become a part of the family, bringing his record label to become just what HKN was.

He needed to go back to the basics. And the first step is to seek out the very man who once steered him on to this part. Life with Davido is a wild ride, full of slippery slopes and sharp turns. That’s why Asa, was brought in. His task is to move the brand forward while taking out all the clutter.

The Sony album will have to be released, and work has to be done to give Davido a vertical push towards having number one singles again.