Davido’s ‘Coming to America 2’ sync deal highlights Afrobeats’ global business potential
Afrobeats superstar Davido’s groundbreaking sync deal for the 2021 film “Coming to America 2,” which included not only licensing his hit song “Assurance” but also a performance role negotiated by his team, underscores the lucrative intersection of African music and Hollywood cinema, potentially opening doors for multimillion-dollar collaborations and elevating Nigerian artists’ international market value.
At the 14th edition of the African International Film Festival (AFRIFF), a panel titled “Rhythms of the Continent: Exploring How Afrobeats Impact African Cinema” brought together key figures to discuss music-film collaborations. Moderated by Joey Akan, founder of Afrobeats Intelligence, the session featured Davido, a performing artist and CEO of DMW; Asa Asika, a talent manager and co-founder of The Plug; Dammy Twitch, music video director and CEO of Polar Films; and Blessing Uzzi, film producer and director at Blue House Studios.
Davido shared how his early focus on visuals in music videos laid the groundwork for film integrations. He recalled his 2014 track “Skelewu” appearing in the Disney film “Queen of Katwe,” which expanded his view of music’s role in storytelling. “Seeing that play out just took me to another realm of imagination,” Davido said, noting how music can inspire storylines, especially with African cultural elements.
Asa Asika, Davido’s manager, detailed the “Coming to America 2” deal as a pivotal moment. The team negotiated for Davido to perform an original song in the film, beyond just licensing “Assurance.” Asika described being on set at Tyler Perry’s studio: “We were actually on set like he was acting in the movie because technically he was acting as himself.” He highlighted the cultural significance, given the original film’s iconic status in Black cinema. “For us to get a call and be like, yo, they want to use David in the movie… was a moment where I was like, yeah, we’re definitely doing something right.”
The panel explored broader sync opportunities. Asika mentioned other placements, such as Davido’s music in Netflix’s “Sex Education,” where multiple African artists like Wizkid and Burna Boy featured in one episode. He also noted a PlayStation campaign and an ABC News special tied to Davido’s “Timeless” album. These examples show how structured publishing and sync teams can drive revenue.
Dammy Twitch discussed how Afrobeats’ rhythms influence visuals. He explained editing to upbeats or downbeats, using examples like Omah Lay’s “Lolo” and Davido’s “Aje.” “Afrobeats moves the edit,” he said, emphasizing that enjoying the music leads to better visuals.
Blessing Uzzi talked about music’s role in film production, often entering in post-production but sometimes earlier. She described a current project with Cohbams, where they mapped songs during pre-production. Uzzi stressed Afrobeats’ depth beyond joy, rooted in resistance like Fela Kuti’s work, allowing it to handle themes like grief and identity.
When asked about involvement in film projects, Davido explained his publishing deals require formal processes. “I’m signed to a publishing company… you have to contact the publishers,” he said, noting that while he’d once give music freely, business structures now govern syncs.
Asika addressed selecting projects, prioritizing global thinking with local structure. He has teams registering and pitching music, citing soundtracks like “Bad Boys 2” or “Creed” as models where songs gain traction from films.
The panel concluded with forward-looking ideas. Davido expressed interest in producing films and creating funds for creatives. Asika proposed camps involving filmmakers to create soundtracks, resolving business issues early. Uzzi suggested artists executive-produce films to share costs.
Dammy emphasised flexibility in using Afrobeats in films, avoiding forced genres. Panelists agreed on protecting originality, sustainability, authentic stories, and testing underground artists.
This session highlights Afrobeats’ growing business clout, with Davido’s Hollywood sync as a benchmark for future deals.
