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Afrobeats Singer, Davido, Unveils the Routes of Inspiration Behind His Latest Album 'A Better Time'
The film, which is available exclusively on Vype YouTube, follows Davido, who was born in Atlanta , USA but raised in Lagos , in his hunt for inspiration as he heads back home to Lagos, Nigeria to create his new album. The exclusive content is part of , a series by Vype that explores how inspiration comes to professionals within the creative world. For Davido, his hometown Lagos is his route of inspiration. Following the cancellation of live entertainment events around the world, the campaign was created to give artists and fans a new way to connect. Fans can also visit Vype Instagram for the chance to win must-have merchandise as part of the exclusive media partnership with .
The film follows Davido's creative process, including writing and recording some of the biggest songs in his new album. In the exclusive content, Davido reveals his inspiration is heavily influenced by his surroundings, whether that be friends, family or the wider Lagos community. The film features Davido with friends and family, as well as album collaborators such as Nas and Mayorkun
Davido shares how his new album came about;
features intimate conversations with artists and musicians about how they find inspiration with a series of intimate live music shows. Sharing experiences and playing songs of resilience and hope, this free series is designed to inspire creative ways to connect while at home. The first series of performances launched in March, shortly after lockdown restrictions were imposed worldwide, reaching over 350,000 fans from across the globe.
Davido has become a chart-topping Afrobeats artist, with his breakout hit 'Fall' spending a record 21 weeks on Billboard's Mainstream R&B/HipHop chart, as well as being the most viewed Nigerian track ever on YouTube with 170M views and counting. Davido has won over 30 awards internationally, including two MTV European Music Awards and is the first African artist to sell out the O2 London (where he was introduced onstage by Idris Elba ).
The film comes ahead of the release of Davido's new album 'A Better Time'. says Elly Criticou, Vapour Category Director, BAT.
The full Routes of Inspiration film can be watched on Vype's YouTube channel , Vype's Instagram @Vype_worldwide and via selected media partners on Complex.com.
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For more information on the products or for images, please contact:
Sophie McCulloch – sophie.mcculloch@bcw-global.com / +44 20 7331 5308
British American Tobacco Group (BAT) is one of the world's leading, multi-category consumer goods organizations, that provides tobacco and nicotine products to millions of consumers around the world. It employs over 55,000 people, with market leadership in over 55 countries and factories in 48. Its Strategic Portfolio is made up of its global cigarette brands and an increasing range of potentially reduced-risk products, comprising vapour and tobacco heating products, as well as traditional and modern oral products.
Video - https://www.youtube.com/watch?v=BPdt7t9KpB8