Asa Asika Says Davido Is "Probably the Most Influential Person From Nigeria Below the Age of 40" and Explains the Business Behind the Brand

Davido's manager, Asa Asika, says his client is "probably the most influential person from Nigeria below the age of 40," The Guardian Nigeria reports. Asika, a co-founder of The Plug Entertainment, made the claim on the podcast The Manager's Playbook, hosted by Mauricio Ruiz, P.M. News reports. It is his own opinion and not an independently verified ranking.

Davido and Asa Asika. Source: @asaasika on Instagram

The Case for Influence

Asika's evidence is reach. "David is probably the most followed artiste on almost every platform," he said, per The Guardian. He also pointed to Davido's resilience, arguing that controversies which would damage other celebrities tend to pass without hurting his commercial standing. Asked about the scale of that influence, he said he tells Davido: "You do know you're kind of like the president of Nigeria," Legit.ng reports. Davido, he says, asks him to stop.

How the Brand Deals Work

The more useful part of the interview is how Asika says the deals are chosen. He described Davido as a "walking billboard" and said partnerships have to match what the singer already uses, Legit.ng reports in a separate piece. Explaining the Puma deal, which he said took four to five years of negotiation, he asked: "What is David wearing every time he's on a plane? A tracksuit and sneakers. Someone's going to pay me to wear a tracksuit and sneakers. Why won't I do it?"

Other partners he mentioned include Martell, which Legit.ng says has a long-term partnership with Davido and reported sales increases across Africa, and a Chinese phone company, whose deal Legit.ng describes as a 10-year arrangement with billboards in Abidjan, Mauritius and Tanzania. Asika also said brands often approach Davido asking only for him to hold a product briefly, and that some sponsors help fund music videos in exchange for placement, The Guardian and Legit.ng report.

Why This Matters for Nigerian Music

Asika's account describes an artist whose income does not depend on streams alone. PINCHED has looked at what a stream is actually worth to an African artist, and the picture Asika paints is the other side of that equation: for the biggest names, endorsements and sponsor-funded videos can carry as much weight as recorded music revenue. It also shows how brands are starting to treat African music stars as continental media platforms, with billboards and products placed across several African countries rather than Nigeria alone.

Where Davido Is Now

The interview lands as Davido heads into an awards season. He is among the leading nominees for the 18th Headies in Toronto on 25th October, including Afrobeats Album of the Year for 5ive, West Africa Weekly reports. PINCHED has also looked at why the Headies keeps leaving Nigeria.

What to Watch Next

The test of Asika's argument is what follows the headline deals: whether more African artists build the same kind of sponsor-backed structure, and whether brands keep funding videos as a way of reaching African audiences. The Puma deal and the phone company partnership will be the examples others point to.

This article is a news report on a manager's comments and is not an assessment of Davido's commercial standing.

Frequently Asked Questions

What Did Asa Asika Say About Davido?

Asika said Davido is "probably the most influential person from Nigeria below the age of 40," pointing to his social media following and his resilience through controversy.

Where Did Asa Asika Make the Comments?

He spoke on The Manager's Playbook podcast, hosted by Mauricio Ruiz, according to P.M. News.

Which Brands Does Davido Work With?

Asika named Puma and Martell, and Legit.ng reports a long-term deal with a Chinese phone company.

How Long Did the Puma Deal Take?

Asika said it took four to five years of negotiations, according to Legit.ng.

Is Davido Nominated at the 2026 Headies?

Yes. West Africa Weekly lists him among the leading nominees, including for Afrobeats Album of the Year for 5ive. The ceremony is on 25th October in Toronto.