Don Jazzy, the visionary behind Mavin Records and a renowned music producer, recently offered a candid glimpse into his private life and the intricate workings of one of Africa’s leading record labels.
During an engaging session on the Echo Podcast, the 42-year-old industry titan reflected on the personal sacrifices he made, including putting marriage on hold to prioritize his musical ambitions. He also discussed the substantial financial commitment involved in nurturing emerging artists and shared the compelling narrative of how he signed the Afrobeats sensation Ayra Starr.
On a more intimate note, Don Jazzy revealed that he never anticipated reaching his forties without being married. “I never imagined I’d be in my 40s and still single. Maybe that’s the trade-off I made. If it happens, it happens. If not, I’m completely at peace with that,” he confessed. His brief marriage to model and writer Michelle Jackson in 2003, during his time in London, lasted only two years. He has since openly acknowledged that his dedication to music left limited space for family life, though he continues to speak warmly of his ex-wife, describing her as a “wonderful person.”
Shifting focus to the business side, Don Jazzy disclosed that launching a new artist under the Mavin Records banner requires an investment ranging from $100,000 to $300,000 (approximately ₦150 million to ₦500 million). This budget covers the initial phase of an artist’s debut project, encompassing marketing, public relations, creative research, production, and the support team’s efforts.
“Success isn’t about just one element,” he noted. “You might have an amazing track, but without effective promotion, it won’t reach its potential. Conversely, pouring money into a project won’t guarantee success if the audience doesn’t resonate with it.” He stressed that the artist’s own drive is crucial. “If the label wants it more than the artist, it won’t work. Vision is important, but the best artists also do their homework. If you aspire to be like Michael Jackson, you need to understand what made him iconic.”
Don Jazzy also recounted a challenging period following the dissolution of Mo’Hits Records in 2012, when escalating costs made him question his future in the music industry. Encouragement from trusted friends and artists motivated him to persevere, leading to the establishment of Mavin Records, which now boasts international stars such as Rema and Ayra Starr.
Regarding his decision to sign Ayra Starr, Don Jazzy shared that he first encountered her on Instagram, captivated by her unique style and vibrant youthfulness. At just 18 years old, she filled a niche in the market as a teenage Afrobeats artist with the potential to break onto the global stage. “It felt like the industry was ready for something fresh… Ayra represented a new wave of Nigerian Afrobeat talent destined for worldwide recognition. Signing her was a deliberate move,” he explained.
Interestingly, Ayra didn’t reply to his initial direct message. Undeterred, Don Jazzy reached out to her brother, which eventually paved the way for her to join Mavin Records in 2020. Her debut EP, released in January 2021, featured the hit single Away, marking the beginning of her ascent. Since then, Ayra Starr has gained international praise with tracks like Rush and even earned a Grammy nomination, validating Don Jazzy’s belief in her global appeal.
From making personal compromises to investing heavily in upcoming talent, Don Jazzy’s story exemplifies the dedication and vision required to elevate Afrobeats onto the world stage.
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