Mavin Records founder and celebrated producer Don Jazzy has shared rare insights into both his personal life and the realities of running one of Africa’s most successful record labels.
Speaking during a recent appearance on the Echo Podcast, the 42-year-old music mogul reflected on his decision to sacrifice marriage for a career in music, the steep costs of launching new talent, and the story behind signing Afrobeats star Ayra Starr.
On the personal front, Don Jazzy admitted that marriage is one aspect of life he never thought he would forgo while chasing success. “I never thought I would be 40-something and not be married. Maybe that’s the one I lost. If it comes, it comes. If it doesn’t, I’m totally fine,” he said. The producer was briefly married in 2003 to model and writer Michelle Jackson during his years in London, but the union ended after two years. He has since spoken openly about how his passion for music left little room for family life, though he maintains a cordial relationship with his ex-wife, often describing her as a “beautiful soul.”
Beyond his personal reflections, Don Jazzy also shed light on the business of music, revealing that it costs between $100,000 and $300,000 (about ₦150 million to ₦500 million) to launch a new artist under Mavin Records. He explained that the figure represents only the starting point for an artist’s first project, covering expenses from marketing and public relations to research, production, and support teams.
“It’s never just one thing,” he explained. “You can have a great song, but if it’s not marketed properly, it won’t work. At the same time, you can spend a lot of money, but if people don’t connect with it, they don’t connect.” He emphasized that no system can guarantee success without the artist’s own commitment. “If you want it more than the artist, it doesn’t really work. Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson.”
Don Jazzy also recalled how rising costs once made him question staying in the label business after the breakup of Mo’Hits Records in 2012. However, encouragement from close friends and artists convinced him to keep going, eventually leading to the creation of Mavin Records, now home to international stars like Rema and Ayra Starr.
Speaking on why he signed Ayra Starr, Don Jazzy revealed that he first discovered her on Instagram and was struck by her originality and youthful energy. At just 18, she represented a gap in the industry, a teenage Afrobeats act with global potential. “It just felt like the industry needed it… For someone like Ayra, there was space for a young Afrobeat superstar from Nigeria that we wanted to ensure becomes global. So it was very intentional,” he said.
Interestingly, Ayra did not respond to his first direct message. Don Jazzy eventually reached out to her brother, which opened the door to her joining Mavin Records in 2020. Her self-titled debut EP, released in January 2021, produced the hit single Away and marked the start of her rise. Since then, Ayra has earned international acclaim with hits like Rush and even secured a Grammy nomination, solidifying Don Jazzy’s instincts about her global potential.
From balancing personal sacrifices to investing heavily in the next generation of stars, Don Jazzy’s journey reflects both the demands and rewards of shaping Afrobeats into a global force.
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