Davido’s Timeless: A Celebration of Legacy, Rhythm, and Global Sound
Released: March 30, 2023
Role: Project Manager, Strategist
On March 21, 2023, Davido announced his fourth album Timeless with a theatrical trailer previewing “Unavailable” and sharing a pre-save link. The announcement marked his return after months of silence (due to the tragic loss of his son) and set the stage for his strongest US breakthrough yet.
The beginning.
To launch the project, we focused on key US supporters through radio, press, and fan engagement. We hosted a playback and mixer for DJs across North America, followed by performances at Irving Plaza, Ebro in the Morning, and The Late Show with Stephen Colbert.
The strategy.
Soon after, the “Unavailable” dance challenge we started with Davido went viral, generating 20,000 daily TikTok creations and reaching #1 on Shazam New York. Davido released a music video for fans, and the song maintained a strong radio chart presence for months. The next single, “Feel,” followed a similar path, boosted by an influencer campaign and radio support that lasted 26 weeks on the Billboard US Afrobeats Song Chart.
Timeless set records with the most first-day streams for an African album on Apple Music and over 12 million streams in 24 hours on Audiomack. It peaked at #2 on the World Albums Chart, #37 on the Billboard 200, earned Davido three Grammy nominations (Best Global Music Album, Best Global Music Performance, and Best African Music Performance), and culminated with him headlining Madison Square Garden for the first time in his career.