A revelation that has stunned music industry observers has emerged from the camp of Afrobeats superstar David Adeleke, popularly known as Davido. According to claims circulating online, the music mogul has been allowing his signed artist Morravey to keep the entirety of her music earnings, despite a contract that allegedly entitles her to only 40% of the proceeds.
The unexpected disclosure came through a viral video where an unidentified woman detailed what she described as an extraordinary gesture of generosity by the “Unavailable” hitmaker. According to the woman in the video, Davido’s decision stems from his belief that Morravey has greater financial responsibilities toward her family than he does.
“Davido gives Morravey 100% of her earnings instead of the 40% stipulated in her contract because he believes she needs the money to take care of her family more than he does,” the woman claimed in the viral clip that has sparked widespread discussions across social media platforms.
Morravey, whose real name is Morravey Ambekemo, joined Davido Music Worldwide (DMW) a few years ago in a move that significantly boosted her visibility in the competitive Nigerian music industry. The Lagos-based artist saw her career trajectory change dramatically after being brought under Davido’s influential wing.
In 2023, Davido further demonstrated his commitment to developing Morravey’s talent by releasing an extended play (EP) project for her, providing an important platform for her artistic expression and potentially lucrative exposure. The EP represented a significant investment in her career development, showcasing Davido’s apparent dedication to nurturing talent beyond mere contractual obligations.
Industry insiders have expressed surprise at the claimed arrangement, which defies conventional music business practices. Typically, record labels invest substantially in artist development, marketing, and promotion with the expectation of recouping their investment and generating profit through revenue sharing agreements that heavily favor the label.
The standard industry practice often sees artists receiving between 15% to 50% of music earnings, with the remainder going to the record label to cover operational costs, marketing expenses, and profit margins. The alleged 40% agreement would already have placed Morravey in a favorable position compared to many industry standards, but the purported 100% arrangement would be virtually unprecedented.
Fans and observers have been quick to praise Davido for his apparent generosity if the claims prove accurate. Social media user @mimzgirlie commented, “We don’t call him 001 for nothing,” referencing Davido’s self-proclaimed position as a pioneer in the industry. Another user, @pablowaynee_, suggested that such generosity is rare, stating, “Only Davido and Olamide fit run am,” comparing him to another Nigerian artist known for supporting upcoming talent.
The revelation has also sparked comparisons with other major Nigerian artists. User @kelly_mann.7282 made a thinly veiled reference to other Afrobeats superstars, writing, “Nor be wiz and Burna wen dey fight for every percentage just to buy Ferrari we are a lot different this way,” suggesting that Davido’s approach differs significantly from his contemporaries.
Some commentators have pointed out the practical financial reality behind such generosity. User @jefflove_ observed, “Davido money choke taking money from this girl is like adding a drop of water into a river nor go try this thing with struggling bosses them go chop u dry,” implying that Davido’s substantial wealth allows him to make such gestures without significant financial impact to himself, while warning that less established label owners might not be in a position to offer similar terms.
The music industry in Nigeria has evolved significantly over the past decade, with more artists becoming increasingly aware of contractual terms and seeking favorable arrangements. However, stories of exploitative contracts and unfair revenue sharing have also been common, making Davido’s alleged approach all the more noteworthy if confirmed.
Music business analysts suggest that while such generosity might be commendable from a humanitarian perspective, it raises questions about sustainable business practices in the industry. Some experts note that establishing precedents of 100% earnings for artists could create unrealistic expectations for other signed talents and potentially destabilize standard industry practices.
Neither Davido nor Morravey has publicly confirmed or denied these claims as of the time of reporting. The absence of official commentary leaves room for speculation about the accuracy of the viral video’s assertions. Industry watchers are closely monitoring for any official statement that might clarify the actual terms of their working relationship.
Davido, born to a wealthy Nigerian family, has often spoken about his desire to use his privilege to support others. Throughout his career, he has gained a reputation for philanthropy and supporting emerging talents. If confirmed, this arrangement with Morravey would align with his public persona of generosity and commitment to lifting others.
As user @deltabass1 commented, “It’s his kind that has continued to make him strive even with the hatred,” suggesting that such acts of generosity have contributed to Davido’s enduring popularity despite facing criticism in other aspects of his career.
While the music industry awaits potential clarification from the parties involved, this revelation has added another dimension to Davido’s public image as not just a successful artist but potentially a different kind of record label executive – one who might prioritize artist welfare over maximizing profits.
