What Davido's partnership with UnitedMasters means for new artists

African pop star Davido is moving to exec mode with the launch of his new label, Nine+ Records.

Why it matters: The label will allow new artists to own their masters, pocket all of their royalties and release music to fans when they want.

Catch up quick: David Adeleke, known as Davido, is one of the pioneers of the Afrobeats subgenre in the U.S., and was a nominee for the very first best African music performance award at this year's Grammys.

State of play: Davido is partnering with UnitedMasters CEO Steve Stoute on the deal, which covers genres beyond Afrobeats.

• Artists will have access to UnitedMasters' platform and get help with distribution, promotion and marketing.

Context: Traditionally, musicians signed to a major music label like Sony or Columbia Records abide by a schedule to release music.

What they're saying: "The ability for artists to create with the sense of freedom that they're not making [music] for anything other than what is pure to their heart, soul and creativity comes from a structure of independence," Stoute told Axios.

• "I'm trying to teach these new artists that [they] don't have to do what I did," said Davido. "This is a platform where [the artists] are free. I give them 100% creative control."