Earlier in October, the ongoing feud between Afrobeats superstars Wizkid and Davido took a dramatic turn as Wizkid made a series of shocking revelations, disses, and accusations on X (formerly Twitter), targeting his colleague. 

Wizkid’s comments set social media abuzz, and although Davido didn’t reply, netizens haven’t stopped weighing in on the rift between the singers, particularly Wizkids claim that Davido accepted an ambassadorial deal from Puma he had initially turned down.

Amid the online frenzy and increased scrutiny of endorsement deals among Afrobeats giants, The Grid detours slightly to explore five high-profile partnerships between Afrobeats artists and consumer tech brands, reflecting how music and technology intersect to shape cultural trends and appeal to younger, tech-savvy audiences. 

Tiwa Savage and Tecno Nigeria  

In July 2022, Tiwa Savage — arguably Nigeria’s biggest female artist — became the first female ambassador for Tecno Nigeria. This partnership capitalises on her iconic status and the loyal fanbase she commands within the country.

Since joining Tecno, Tiwa Savage has featured in multiple promotional campaigns, including the launch of the Camon 30 series, the Camon 19 Pro Mondrian exhibit, and the PHANTOM V Flip. 

Through these collaborations, Tecno aligns its brand with Tiwa’s cultural influence, bridging the gap between music, and cutting-edge mobile technology.

Burna Boy and Oraimo  

In November 2022, Grammy Award-winning artist Burna Boy partnered with Oraimo, Africa’s leading brand in true wireless (TWS) technology and smartwatches, to deliver a futuristic sound experience for African youth. 

Although Oraimo offers a wide range of electronic devices, its partnership with Burna Boy zeroes in on superior audio experiences. The release of the Burna Boy-tuned SpacePods “Moonlight Edition” has been a key highlight, with the artist’s endorsement strengthening Oraimo’s appeal among African music fans.

Davido and Infinix Mobile  

Davido’s partnership with Infinix Mobile, another major prominent player in the African smartphone space, has been one of the longest-standing partnerships in the industry, after the DMW boss was announced as the brand’s ambassador in May 2018.

Over the years, Davido has been involved in various product launches and campaigns for Infinix, but the partnership reached new heights in August 2023 with the release of the Davido Limited Edition Note 30 Pro — an exclusive smartphone featuring Davido’s signature and bundled with XE 27 earbuds. 

2Baba and Oraimo

About three years before Oraimo partnered with Burna Boy, the smart accessories and electronics brand signed Nigerian music legend 2Baba as its first African ambassador in 2019.  

The partnership launched with the 2Baba Tuned Edition Earphones, branded as the “King of Gbedu.” It later expanded with the release of the Oraimo FreePods 2 and FreePods 3, which featured 2Baba’s signature and a custom voice prompt which were tailored to fans of Afrobeats.

Rema and OPPO Nigeria 

In 2022, OPPO Nigeria announced Rema as the ambassador for its A-series smartphones, a partnership designed to merge youth-centric innovation with the vibrancy of Afrobeats.

Rema described the collaboration as a perfect fit, highlighting OPPO’s commitment to innovating technology for humanity while producing premium yet affordable devices that resonate with his desire to create quality musical experiences for everyone.

Since then, the Mavin Records star has prominently featured in product launches and campaigns, including the OPPO A93, deepening consumer engagement in the African market by leveraging his influence as one of the most prominent new-generation artists.