In an unprecedented display of star-powered advocacy, global Afrobeats icon Davido used a live stream to directly negotiate career-changing opportunities for content creator Carter Efe, turning a digital broadcast into a high-stakes boardroom.
The most dramatic moment came when Davido, live on air with over 80,000 concurrent viewers, placed a call to Lanre Odutola, Martell’s Global Marketing Manager. Davido personally pitched Odutola to sign Carter Efe as a brand ambassador. The manager agreed immediately on the spot, sealing a deal reportedly worth over ₦200 million for the streamer in real-time.
Davido's real-time championing secures landmark deals for Carter Efe during record stream
Not stopping there, Davido leveraged the historic audience—the stream peaked at over 80,000 viewers, setting a new African record for Twitch—to make a public appeal to Twitch’s CEO. He directly demanded a “$1 million Twitch deal” for Carter Efe, showcasing his commitment to ensuring the creator’s financial success from the platform’s historic traffic.
The table below summarises the two major deals Davido championed during the stream:
| Deal Championed | How Davido Advocated | Reported Outcome / Value |
|---|---|---|
| Martell Brand Ambassadorship | Called Martell’s Global Marketing Manager live on stream and made the pitch. | A multi-million Naira deal was secured on the spot. |
| Twitch Platform Deal | Appealed directly to Twitch’s CEO during the broadcast for a lucrative contract. | Public demand for a $1 million deal made to the platform. |
Beyond the financial advocacy, Davido used the platform to offer mentorship, praising Carter Efe’s hard work and his decision to build up a team of ten other struggling creators. One social media commentator captured the sentiment, noting, “he was so free and real with everyone there.
This live session was more than just entertainment; it was a watershed moment demonstrating how top-tier artists can actively reshape the business landscape for digital creators in real-time.
