Nigerian music superstar, Davido, created an unforgettable moment during his recent livestream with content creator and former skit maker, Carter Efe, when he personally called the Martell Organization to advocate for Carter Efe to receive a brand endorsement deal. The request was immediately approved, leaving everyone watching the stream in awe.
The livestream, hosted on Twitch by Carter Efe, featured the singer interacting with fans and sharing lighthearted moments with the content creator. During the session, Davido, demonstrating his influence and generosity, decided to directly reach out to the Martell team to support Carter Efe’s career growth.
Davido advocates for Carter Efe
During the livestream, Davido dialed Lanre Odutola, Martell’s Global Marketing Manager, and personally requested that Carter Efe be given a Martell endorsement deal. Lanre Odutola promptly agreed to the proposal, surprising both Carter Efe and viewers who could barely believe the sequence of events unfolding live on screen.
Carter Efe, overwhelmed with excitement, expressed his gratitude while the Martell representative clarified that the endorsement opportunity was entirely Davido’s initiative. “Na obo dey run am,” he remarked, attributing the gesture to the singer’s benevolent influence and willingness to lift others within the industry.
Public Reactions
The livestream clip quickly circulated on social media, sparking reactions from fans and celebrities alike. @popecruz commented: “OBO NA BABA FR! ❤️😭 Davido crashed Carter Efe’s Twitch stream and changed lives forever! Called Martell on live to lock in a massive ambassador deal for Carter, Davido’s heart of gold on full display. Who’s rewatching the highlights? #CarterEfe #Davido #TwitchLegend #30BG”
@probernard_02 remarked: “Peller go dy one place dy cry for him failded stunt 😂😂”
@DbPragmatic wrote: “Davido always committed to lifting others. OBO is staying true to his philosophy, ‘We grow by lifting others.’”
The moment not only highlighted Davido’s generosity but also demonstrated his commitment to supporting upcoming talent and fostering opportunities for creators in the entertainment industry. The livestream remains a memorable example of how established stars can leverage their influence to impact the careers of others positively.
Watch the video below …
Davido called the Martell organization on stream and asked them to make Carterefe an ambassador and they agreed immediately. Deal done 💰🤯 pic.twitter.com/rYaVivh9MV
— Twitch Naija (@Twitchnaija) December 17, 2025