Is singer’s record label now overcrowded?

Davido’s record label just announced a new acquisition – Lola Rae. The singer who is currently on a push to breakthrough has been swept up by Davido Music Worldwide. The move which has been widely reported, marks the first female signee to the fledgling record label.

Lola Rae, is a Nigerian-born British-Ghanaian recording artist and dancer who shot to limelight upon the release of her debut single ‘Watch my ting go’, which was met to critical acclaim and thus earned her a nominee spot in the "Most Promising Female Act to Watch" category at the 2013 Nigeria Entertainment Awards.

Following 'Watch my ting go', Rae featured Iyanya on a song titled ‘Fi mi le’ which earned Rae another nomination at the 2014 Nigeria Entertainment Awards. She made a cameo appearance as Ice Prince's love interest in the music video of his song ‘More’. Lola Rae in 2016 has released two songs, ‘One Time’, and a collaboration with Davido, ‘Biko’.

With the addition of Lola Rae, Davido increases the number of artistes signed to his record label to six. Davido launched his record label in April 2016, starting off with newbies Mayorkun (an act he discovered on Instagram) and Dremo. In September 2016, he announced the signing of long-time friend and collaborator, Dammy Krane to the house. In that same month, another artiste, Ichaba, was signed into the record label. Inclusive of the boss himself, DMW houses 6 artistes?

Isn’t that a tad too much?

What happens next? Will Davido go through the process of harnessing of all these talents in his label, fund the projects of 5 artistes, and break them through? Funding for 5 artistes will be a major point, because DMW is yet to make enough money to sustain five projects. Unless they have alternative investment sans Davido.

According to information offered by Davido, DMW is his direct brainchild. The record label is a project designed to cater to Davido’s personal business, and give him a platform to launch new acts. Mayorkun and Dremo. And when it was just that, when things were simple, and the focus was streamlined to two artistes, they did achieve. Mayorkun’s ‘Eleko’ gave the kid clout, Dremo’s ‘Ojere’ and ‘Fela’ have carried him admirably through the year.

For Davido, this is was supposed to be a fresh start at management, and another shot at redemption, after the creative malaise and melancholia that has plagued the familial HKN Music; a house where the lines that separate business and brotherhood have become blurred and objectivity has gone out the window. Entitlement had ruled business decisions, and the toxicity of such an environment has seeped into the media.

At the moment Davido appears to be creating the exact environment which he sought to escape. Dammy Krane comes with not just business and creativity, but the baggage of friendship. Lola Rae is being managed by Kamal Ajiboye, who runs his personal talent outfit, ‘Twenty20 Media. Ichaba is also a friend, one who is dear to Davido too. It’s like HKN all over again; brotherly and overcrowded. Everything feels intertwined.