Under the partnership with UnitedMasters, owned by Steve Stout, Davido and Nine+ Records are stationed to build a "vanguard" of African musicians with a focus on artist development, A&R, signing, and behind-the-scenes matters.

Over the past two years, UnitedMasters has been dedicated to supporting Africa through several endeavors, including investments in artists, education, and technology. In December of last year, UnitedMasters partnered with the NBA forging a deal that allowed their artists could showcase their work on NBA Africa's social media channels. This initiative not only exposes artists to African audiences but also demonstrates a technological method for building strong connections. The initiative is based at the NBA Africa office in Lagos, Nigeria.

The elated singer expressed his enthusiasm in a statement, saying, “I am thrilled to announce the launch of a new joint venture between my label, Nine Plus, and UnitedMasters, founded by my good friend, Steve Stoute. This collaboration marks a pivotal moment in our journey, as we aim to empower artists globally by leveraging UnitedMasters' revolutionary music distribution platform and Nine Plus' innovative vision and eye for talent. Together, we are set to redefine the music landscape both African and global, providing artists with unprecedented tools and opportunities to amplify their voices and craft. Excited to witness the creativity and growth ahead. This partnership signifies a significant step in music history, encompassing both Africa and the world."