If you were online last night, you saw it. Carter Efe’s Twitch stream hit 80,000+ live viewers, that’s literally an African record all because Davido pulled up.
Carter Efe is hosting his regular Twitch stream, vibing with his viewers, when Davido walks into the studio. The place goes mad. 80,000+ people are watching live. Then, in the middle of all the chaos, Davido casually pulls out his phone and says, “Let me call someone.”
That someone? Lanre Odutola,Martell’s Global Marketing Manager.
Davido literally got on a call with Martell’s top guy and said, “You need to give Carter Efe an endorsement deal.” Not “can you consider him” or “maybe look at his numbers.” Just straight up: give this man a deal.
And Odutola? He agreed. IMMEDIATELY. On the spot. Live on Twitch.
Carter Efe couldn’t process it. He was screaming, falling on the floor, repeating “Na OBO dey run am!” (OBO runs things!). When he tried to thank the Martell rep, the man said, “It’s all Davido’s idea.”
This is what makes the moment INSANE. Davido didn’t just show up for vibes. He actively weaponized his relationship with Martell,a brand he’s been ambassadoring since 2022 to secure a bag for someone else. In real time. On camera. With 80,000 witnesses.
And it worked because Davido’s influence with Martell is RIDICULOUS. He once claimed he grew Martell’s African GDP by over 22% and essentially chased Hennessy out of Nigerian clubs. Whether you believe that or not, the fact is: when Davido calls Martell and asks for something, they say yes. That’s power.
Let’s see 5 other instances Davido has come through for people.
5 Times Davido Changed Lives (And We’re Not Just Talking Musicians)
1. Peller, Jarvis & Jo Blaq: The TikTok Record Breakers
October 2024. Three Nigerian TikTok creators :Peller, Jarvis and Jo Blaq were doing their regular livestream thing. Then Davido pulled up. The MOST-WATCHED TikTok livestream in African HISTORY. During the stream, Davido received 377 lion gifts (each worth $400). You know what he did? Gave ALL the earnings to Peller and his team. Just like that. This wasn’t even about music, it was about recognizing the grind of content creators and putting money directly in their pockets.
2. Remember when Davido asked his friends to send him ₦1 million for his birthday as a joke.
Within 48 hours, ₦200 million landed in his account. Instead of keeping it, he added ₦50 million of his own money and donated ALL ₦250 million to 292 orphanages across 28 Nigerian states. 292 Orphanages Across Nigeria
November 2021.He set up a whole committee to make sure the money was distributed properly. Then in 2024, he did it AGAIN and this time ₦300 million to orphanages and drug abuse prevention programs.
3. Ananzooficial: The Ghanaian TikToker May 2025.
A Ghanaian TikToker named Ananzooficial posted a cover of Davido’s “With You” featuring Omah Lay. The passion was real, the vocals were clean, the emotion was THERE. Davido saw it and dropped a comment: “$5K US for OLS, contact @deekay-dmw.” Five thousand dollars. Just for singing his song well. No campaign, no contest, just pure recognition of talent and love for the craft.
4. The Random Fan At An Eatery July 2025.
Davido walked into a restaurant and saw a woman celebrating her birthday with friends. He didn’t know her. She wasn’t famous. But she was a fan, and it was her birthday. You know what he did? Pulled out $1,000 (about ₦1.6 million) and handed it to her as a birthday gift. Just because. This is the kind of energy that makes people say “Davido for a reason.”
5. A Hair Vendor Who Gave Him Advice July 2025.
A woman on Twitter advised Davido to ignore Wizkid FC trolls. Davido got mad and threatened to unfollow her. She apologized. And instead of holding a grudge, Davido slid into her DMs and asked how much it would cost to BUILD HER A SHOP. Man went from “I’m unfollowing you” to “Let me change your life” in 24 hours. He sent her money to set up her business. That’s the Davido effect even when you annoy him, you might still get blessed.
Davido made Carter’s stream a DESTINATION. Wizkid understood the assignment. If anything, it proves that both stars know the game has changed. It’s not just about having hits anymore—it’s about being part of the stories people tell.
Here’s the thing: Traditional Nigerian celebrity was about gatekeeping is keeping the industry small so your spot stays secure. Davido flipped it. He said, “I’d rather make bosses than be one,” and actually meant it. When Martell called Carter Efe during that stream, they weren’t sponsoring Carter. They were investing in the Davido effect’s ability to CREATE MOMENTS.
Final Thoughts
When Davido pulled up on Carter Efe’s stream, he wasn’t just being nice. He was doing what he’s been doing for a decade: building an empire on the backs of other people’s success. And the wild part? Everybody wins.
Carter got a Martell deal. Davido reinforced his reputation as the guy who changes lives. Brands got to witness their investment pay off in real-time. And we got one of the most iconic moments in Nigerian streaming history.
The Davido effect is real. And if you’re smart, you’re studying the blueprint.
What’s your take? Is Davido the ultimate industry big brother, or is this all just calculated moves? Let us know in the comments.
