PR86203

LONDON, Oct. 21, 2020 /PRNewswire=KYODO JBN/ --

    - Davido gives a glimpse into his creative process behind the making of his

most recent album 'A Better Time', as part of the Routes of Inspiration series

A new, exclusive film from Afrobeats artist, Davido, shares unique moments of

inspiration, in partnership with Vype, ahead of the release of the artist's new

album 'A Better Time' which launches on 30th October.

Video - https://www.youtube.com/watch?v=BPdt7t9KpB8

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 Routes of Inspiration, 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 COMPLEX.

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; "The pandemic had a lot to do with

it because I was on tour, which I had to stop. If I was on tour, I'm not sure I

would've had time to really record but being in Lagos, at home, I was recording

and recording so many songs and it ended up being really good. It took about

two or three months but when I first started recording it, I had no plan, I

just wanted to have fun with it."

Routes of Inspiration 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'.

"Being able to see Davido's creative thinking behind his album is inspiring in

itself. We feel privileged to have been able to work with Davido on this and we

hope it paves the way for more artists to take the lead and show their Routes

of Inspiration" says Elly Criticou, Vapour Category Director, BAT.

The full Routes of Inspiration film can be watched on Vype's YouTube channel

here [https://c212.net/c/link/?t=0&l=en&o=2953451-1&h=938421669&u=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DBPdt7t9KpB8&a=here ],

Vype's Instagram @Vype_worldwide [https://c212.net/c/link/?t=0&l=en&o=2953451-1&h=1689228495&u=https%3A%2F%2Fwww.instagram.com%2Fvype_worldwide%2F&a=%40Vype_worldwide ] and via selected media partners on Complex.com.

Govype.com [https://c212.net/c/link/?t=0&l=en&o=2953451-1&h=12138610&u=https%3A%2F%2Fwww.govype.com%2Fgb%2Fen%2F&a=Govype.com ]

@Vype_worldwide [https://c212.net/c/link/?t=0&l=en&o=2953451-1&h=1689228495&u=https%3A%2F%2Fwww.instagram.com%2Fvype_worldwide%2F&a=%40Vype_worldwide ]

Vype YouTube [https://c212.net/c/link/?t=0&l=en&o=2953451-1&h=1167362312&u=https%3A%2F%2Fwww.youtube.com%2Fchannel%2FUCOvuwTr7XezffX57nXBKWYA&a=Vype+YouTube ]

Notes to editors:

For more information on the products or for images, please contact:

Sophie McCulloch – sophie.mcculloch@bcw-global.com / +44 20 7331 5308

About British American Tobacco: 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.

SOURCE  Vype