https://www.youtube.com/watch?v=YtFUbDpCG7M

On March 21, 2023, Davido announced on Instagram that his fourth studio album, titled Timeless, would be released on March 31. The announcement marked his return to social media after he took a break to grieve the death of his three-year-old son. Prior to making the announcement, he briefly broke his social media hiatus when he performed at the 2022 FIFA World Cup final.

A theatrical trailer, composed of tour footage, accompanied the album's announcement. In the trailer, Davido is seen writing out a note under his own narration. The trailer also features shots of him seated at an office desk, along with various performance and behind-the-scenes clips. Davido drew inspiration from the book of Ecclesiastes, saying, "There is a time for everything, a time to grieve and a time to heal, a time to laugh and a time to dance. A time to speak, and a time for silence"

He told Rolling Stone magazine that the album was nearly complete in June 2022. In anticipation of the album's arrival, Davido teamed up with Spotify to curate a playlist of Afrobeats tracks that he considers timeless. Called the "Timeless Afro Playlist", it features tracks by artists such as Wizkid, Tekno and Mr Eazi. On March 29, 2023, Davido revealed the album's track listing and announced the signings of singers Morravey and Logos Olori to DMW. Between April 2 and April 5, 2023, he will hold three concerts to celebrate the album's release. The concerts will be held at the Irving Plaza, Koko, and Tafawa Balewa Square, in New York, London, and Lagos, respectively.

Timeless comprises 17 tracks and features collaborations with Skepta, Angelique Kidjo, Asake, Focalistic, The Cavemen, Fave, Musa Keys, and Dexta Daps, as well as newly signed acts Morrav
The Focalistic-assisted track "Champion Sound" was released on November 19, 2021, as the album's lead single. Considered an Amapiano record, the song was jointly produced by Caltonic SA and Tee Jay.

The visuals for the song was shot and directed in London by Dalia Dias. Davido previously collaborated with Focalistic on the remix of the latter's single "Ke Star".