Dear You,

When I first heard about Davido, I didn’t realize his father was extremely wealthy. It was Davido himself who made that clear, particularly in his hit song “Duro,” where he repeatedly asserts that he is the son of a rich man. That was the hook, and it got everyone talking.

Why was he playing that card? Why was that detail significant? I remember interviewing MoCheddah during her prime, and when I asked her who she thought would be the next big thing in the Nigerian music scene, she said Davido. At the time, I had no clue who he was. After MoCheddah’s endorsement and the release of “Duro,” we all rushed to Google to find out more about this rising star.

We learned his real name—David Adeleke—but even then, many of us didn’t know the Adeleke name. So, we searched again and discovered who Mr. Adeleke was. For many in my generation, it was Davido who brought his father’s wealth into the spotlight. We knew names like Otedola, Adenuga, Abiola, and Dangote, but Adeleke was off our radar until Davido made him known.

Once we connected the dots, we started giving Davido the respect he deserved. That was a strategic advantage for him from the start. Davido was known as OBO—“Omo Baba Olowo,” which translates to “Son of a Wealthy Man.” This identity was crafted before he even released his first song. It was deliberate.

Did this leverage help Davido’s career? Absolutely. In Nigeria, wealth commands respect. We often hear the phrase, “Do you know who I am?” Now imagine if you don’t even have to say it; everyone knows you’re the son of a wealthy man. The respect and attention that follow are almost automatic. If you have talent to back it up, that’s just the icing on the cake.

Consider Zlatan Ibile’s recent outburst regarding DJ Cuppy’s charity fundraiser. He expressed frustration about feeling used and not being compensated for his efforts. Knowing Cuppy’s reputation, it’s likely he didn’t think to negotiate payment upfront. This illustrates a key point: Nigerians often seek to associate with wealth and status, believing it will benefit them in the long run.

You may have seen how people practically lost their minds trying to celebrate with Davido at his wedding. The lengths some would go to just to be part of that world are astonishing. Many musicians and celebrities are essentially ordinary without the leverage they have—whether it’s through family ties, past associations, or public relations.

Burna Boy leveraged his mother’s industry expertise and the legacy of Fela Kuti. Stars like Tuface, Wizkid, and Davido all had some form of leverage that set them apart.

I don’t post pictures with influential figures just to show off. I do it to leverage that association and enhance my public relations. Clients don’t invest in media exposure because they have money to burn; they do it for leverage—and it pays off.

So, what’s your leverage?

Your PR Spotter,
Ediale

ForTheCulture

P.S. Take advantage of our Black November promo! For just #250k, you can receive the same media exposure that usually costs #500k. Reach out to me on WhatsApp at +234 0816 088 2477.