Davido’s fourth studio album, “Timeless,” achieved significant success both in the United States and Nigeria. In the U.S., the album reached No. 37 on the Billboard 200, marking his highest-charting album to date. The album also debuted at No. 2 on the World Albums chart and garnered five songs in the top 20 of the Billboard U.S. Afrobeats chart, securing a total of 25 entries and surpassing Wizkid. As of August 3, “Timeless” garnered 134.3 million on-demand streams in the U.S., outpacing his previous album “A Better Time” released in 2020.
In Nigeria, where Davido’s roots lie, “Timeless” achieved monumental success. It debuted at No. 1 on the TurnTable Charts with 50.4 million on-demand streams during its first week, surpassing the combined total of the rest of the top 50 albums on the chart. The album held the top position for ten consecutive weeks and remained in the top five for 17 weeks. An exceptional feat was the placement of eight tracks from the album in the top 10 of TurnTable’s Official Nigeria Top 100 chart, including all of the top four slots. By midyear, “Timeless” dominated as the biggest album in Nigeria for 2023, boasting 185.6 million streams despite its late March release. This performance outshone albums released prior to 2023.
The success of “Timeless” was not only a significant achievement for Davido but also a momentous milestone for his Nigerian management company, The Plug. Initially established in 2016 to manage producers, DJs, and songwriters, The Plug evolved into a comprehensive music company under the leadership of Asa Asika, Bizzle Osikoya, and Tobi Mohammed. The company now covers management, distribution, publishing, live events, booking, and branding. The roster extends beyond Davido to include artists like Ckay, Victony, Bella Shmurda, King Promise, Focalistic, Boj, and producer Sarz. The Plug’s Mainland Block Party is Nigeria’s largest music event, and its branding arm, led by Mohammed’s TopBoy, manages campaigns for major brands. The Plug aspires to be a prominent independent management and distribution company on a global scale.
The formation of The Plug began when Asa Asika managed Davido in the early 2010s and later partnered with Bizzle Osikoya. The company achieved considerable success, and its live events division initiated the Mainland Block Party, a burgeoning festival celebrating inclusivity and local talent. After merging with TopBoy in 2022, The Plug expanded its offerings and aims to establish a presence across Africa. The company’s influence is growing in the global Afrobeats scene, fostering new partnerships and initiatives.
The impact of The Plug reaches beyond its clients, shaping the next generation of the African music industry. The success of artists has inspired young individuals to pursue careers in music business-related fields, transforming the industry’s landscape.