Afrobeats superstar Davido has delivered one of the most talked-about moments in African digital entertainment after making a surprise appearance on comedian and content creator Carter Efe’s Twitch livestream, triggering record-breaking numbers and instant career-defining deals.
The Wednesday night stream attracted a peak audience of more than 83,000 viewers, instantly pushing Carter Efe beyond the 400,000-follower mark and placing him at the top of Africa’s Twitch rankings for the night, according to platform analytics.
As excitement mounted, Davido energised the live audience by publicly calling on Twitch’s chief executive to upgrade Carter’s partnership deal to a reported million-dollar package, a moment that sent the chat section into frenzy and further boosted engagement.
The highlight of the stream came when Davido placed a live phone call to a senior marketing executive at Martell. Within minutes, the conversation culminated in Carter Efe securing a ₦200 million brand ambassadorship, confirmed on air to the delight of viewers.
Beyond the headline-grabbing deals, Davido also used the moment to spotlight rising Afrobeats stars, giving shout-outs to Asake, Omah Lay and Rema, reinforcing his influence as both a hitmaker and a cultural tastemaker.
Carter Efe, visibly overwhelmed, celebrated the moment with his trademark humour, dancing, throwing playful jabs and collapsing to the floor in disbelief as the livestream continued to trend across social media platforms.
The episode has since been hailed as a defining moment for Africa’s creator economy, underscoring how a single high-profile endorsement can dramatically reshape a digital creator’s reach, relevance and commercial value overnight.
