Mavin Records founder Don Jazzy has offered a rare glimpse into the demanding world of music development, detailing both the high financial stakes of launching a new act and the unlikely path that led him to sign Afropop sensation Ayra Starr.
Speaking on the Echo podcast, the veteran producer revealed that it now takes between $100,000 and $300,000—an estimated ₦150 million to ₦500 million—to introduce a fresh artist under his label. He described the figure as merely the starting point for an artist’s first rollout, noting that a strong debut requires far more than recording a hit track
.“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.” To improve those odds, Mavin has built extensive in-house support: marketing and PR teams, research units and production staff that guide a talent from studio sessions to public exposure.
Even with those structures, Don Jazzy insisted that passion and commitment remain irreplaceable. “If you want it more than the artist, it doesn’t really work,” he said, urging young performers to study the icons they admire. “If you say you want to be like Michael Jackson, you have to research why Michael Jackson became Michael Jackson.”
The producer—born Michael Collins Ajereh—knows the weight of such investments firsthand. After the breakup of Mo’Hits Records in 2012, he briefly considered leaving the music business as costs rose. Instead, he pushed forward, creating Mavin Records, which now boasts international names such as Rema, Ladipoe, and Ayra Starr herself.
Don Jazzy also shared the story behind discovering Ayra, a narrative that shows instinct can be as valuable as capital. While exploring Instagram for fresh sounds, he reached out to a young Gen Z contact to ask if anyone in their school or friend group had promising talent. The contact sent several pages, one of which belonged to Ayra Starr.
What caught his attention was a freestyle video in which Ayra sang about issues deeply relatable to Gen Z listeners. Her combination of youthful energy and a fresh take on Afrobeat immediately stood out. “I felt the industry needed a young teenage Afrobeat superstar,” he said. Convinced of her potential, Don Jazzy sent Ayra a direct message introducing himself and expressing interest in working with her.
Initially, she didn’t reply. Rather than give up, he noticed a post featuring her brother and reached out to him as well to facilitate communication. That persistence soon paid off, leading to meetings and eventually a signing that helped launch Ayra onto the global stage.
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