10 Lessons upcoming artists and managers can learn from Davido and Asa Asika’s journey

Here are 10 lessons upcoming artists and managers can learn from the incredible 14-year journey of Davido and Asa Asika.

The Nigerian music industry is notorious for broken friendships, public fallouts, and artist-manager splits. Yet amidst all the chaos, Davido and Asa Asika’s 14-year relationship has remained one of the most enduring, strategic, and successful partnerships in modern Afrobeats history.

From launching hit singles like Dami Duro and Fall, to achieving international milestones like Grammy nominations and World Cup soundtrack appearances, their journey is a blueprint for both artists and managers navigating the complexities of the music business.

As upcoming artists or aspiring managers, here are key lessons from the Davido and Asa Asika story you should learn from.

1. Loyalty and friendship can co-exist with businessDavido and Asa AsikaOne of the standout features of Davido and Asa Asika’s journey is how they’ve seamlessly blended business with friendship. Starting off as young industry hopefuls, they built a relationship rooted in mutual trust before the fame came. Even after parting ways briefly in 2013, they reconciled in 2016, proving that in entertainment, loyalty matters.

Your strongest business relationships will often be the ones built on genuine human connection. Respect each other’s vision and values beyond the money.

2. It’s okay to take a break and grow separately In 2013, Davido and Asa Asika went their separate ways. At the time, Davido pursued a different managerial structure, while Asa worked on building his own brand, StarGaze and later The Plug Entertainment. Their eventual reunion in 2016 happened after both had gained valuable experiences independently.

Sometimes, a temporary separation can help both artist and manager mature. Growth often requires space, and it’s okay to pause a working relationship if it means coming back stronger.

3. Consistency beats hypeOver 14 years, Davido and Asa have remained consistent, releasing music, touring, and staying present in the culture. Even during quiet spells, there was always a plan brewing. No matter the trend, Davido’s brand has never gone dormant.

In the entertainment industry, consistency is currency. Focus on long-term visibility, not momentary hype.

4. Surround yourself with a reliable core teamDavido and Asa Asika have come a long way together. I understand the tears🥹❤️❤️ pic.twitter.com/2XUVrZgOBX

— 𝔸b𝕒𝕫𝕫 (@abazwhyllzz) May 17, 2025 Beyond Asa Asika, Davido has maintained a loyal circle, from his cousin B-Red to his longtime lawyer Prince and producer Shizzi (in earlier years). This core team has been instrumental in navigating both personal and business challenges.

As an artist or manager, build a reliable inner circle that genuinely has your best interests at heart. It reduces unnecessary drama and ensures your vision stays protected.

5. Evolve with the industryWhen Davido and Asa started, physical CD sales, radio spins, and Alaba mixtape distribution were the order of the day. Today, they’ve adapted to a world of DSPs (Apple Music, Spotify), NFTs, brand partnerships, and international tours. Asa’s leadership at The Plug reflects this evolution.

Stay ahead of the curve. Study industry trends and be willing to adjust your strategy as new opportunities emerge.

6 Be intentional about global positioningEXCITING THINGS COMING ALL 2023 👀

I’m grateful to officially announce that I have extended my partnership with @sonymusic & @RCARecords, so we can keep bringing you more TIMELESS moments.

We don’t stop, Dey for who dey for you. ❤️ ⏳ pic.twitter.com/Cqg0l5MWBC

— Davido (@davido) May 19, 2023 Davido’s deals with Sony Music, RCA Records, and his World Cup soundtrack appearance didn’t happen by accident. Asa Asika played a key role in positioning Davido as a global Afrobeats ambassador through strategic collaborations and distribution deals.

For any artist-manager pair, think global from day one. Don’t limit your art to your city or country. The world is watching.

I’m honored to be featured on the Official ⁦@FIFAWorldCup⁩ 2022 Soundtrack ! See y’all later 2NITE ! This one is for Africa ! TULE!!!! 🤞🏾❤️ WE RISE ! https://t.co/e67lRIFsBz

— Davido (@davido) April 1, 2022 7. Resolve conflicts privatelyDespite their initial fallout, Davido and Asa never engaged in messy public disputes. Their 2013 split was handled quietly, and their 2016 reunion was even quieter. That maturity preserved their reputations and allowed for a seamless comeback.

Not every disagreement needs to trend on social media. Protect your brand image by addressing conflicts discreetly and professionally.

8. Celebrate each other’s wins𝐃𝐚𝐯𝐢𝐝𝐨 𝐬𝐡𝐢𝐧𝐞𝐬 𝐚𝐬 𝐠𝐫𝐨𝐨𝐦𝐬𝐦𝐚𝐧 𝐚𝐭 𝐦𝐚𝐧𝐚𝐠𝐞𝐫 𝐀𝐬𝐚 𝐀𝐬𝐢𝐤𝐚’𝐬 𝐭𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐰𝐞𝐝𝐝𝐢𝐧𝐠

Afrobeats star David Adeleke popularly known as Davido in a touching display of loyalty and friendship served as a groomsman at the traditional… pic.twitter.com/kh4XlAF4aj

— Punch Newspapers (@MobilePunch) May 17, 2025 Davido serving as Asa’s best man at his wedding in May 2025 wasn’t just a personal gesture; it was a public endorsement of brotherhood in business. Their mutual respect and open celebration of each other’s personal and professional milestones reinforce their bond.

Always celebrate your people. Music is collaborative, and showing appreciation strengthens loyalty.

9. Be willing to start smallAsa Asika shares some golden memories with Davido ♥️ pic.twitter.com/yz0qYwQnbk

— 𝗔𝗟𝗕𝗨𝗠 𝗧𝗔𝗟𝗞𝗦 📀 (@AlbumTalksHQ) May 7, 2025 At the start of their careers, both Davido and Asa Asika were relatively unknown. Asa began managing Davido before the hit records, big endorsement deals, or international tours.

Upcoming managers shouldn’t wait to manage only established acts. Find promising talent early and build with them.

Davido and Cubana Chiefpriest carry better bundles come for Asa Asika’s wedding.

“Person wey manage my life for 14 years”—Davido to Cubana Chief Priest at Asa Asika wedding! pic.twitter.com/VymxTyyksy

— Ozor Ndi Ozor (@eemmanuels4) May 17, 2025 10. Don’t underestimate the power of strategy— NOTJUSTOK (@NOTJUSTOK) May 17, 2025 Behind every successful Davido project lies careful planning, from release rollouts to tour announcements and media partnerships. Asa Asika has mastered the art of timing, market positioning, and brand alignment.

Good music isn’t enough. Strategy turns good songs into national anthems and makes albums into global moments.

Meanwhile, the 14-year journey of Davido and Asa Asika is prove that the best artist-manager partnerships are built on trust, strategy, resilience, and genuine human connection. It’s a shining example that in an industry known for short-lived relationships, long-term success is possible if both parties are willing to grow, evolve, and stick together through wins and losses.

Lastly, For upcoming artists and managers, just like Davido and Asa Asika, their story isn’t just inspiring, it’s a playbook. Study it. Learn from it. And build your own legacy.

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