Mavin Records creator and well-known producer Don Jazzy has opened up about his life and the challenges of managing one of Africa’s leading record companies.

In a recent chat on the Echo Podcast, the 42-year-old music executive talked about how he chose to give up marriage for his music career, the expensive process of promoting new artists, and how he came to sign Afrobeats singer Ayra Starr.

On the personal side, Don Jazzy shared that he never expected to be in his forties without being married. He said, “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 was married for a short time in 2003 to model and writer Michelle Jackson while living in London, but they divorced after two years. He has talked openly about how his love for music didn’t leave much space for family life, but he still gets along well with his ex-wife, calling her a “beautiful soul. ”

In addition to his personal views, Don Jazzy also discussed the music business, explaining that it can cost between $100,000 and $300,000 (around ₦150 million to ₦500 million) to launch a new artist at Mavin Records. He mentioned that this amount is just the beginning for an artist’s first project and covers things like marketing, public relations, research, production, and support teams.

“It’s never just one thing,” he pointed out. “You can have an awesome song, but if you don’t promote it correctly, it won’t succeed. At the same time, you can invest a lot of money, but if people don’t engage with it, they won’t connect. ” He stressed that no method can assure success without the artist’s dedication. “If you want it more than the artist, it doesn’t really work. Some people have a vision, but the best ones also do their homework. If you say you want to be like Michael Jackson, you have to learn why Michael Jackson became Michael Jackson. ”

Don Jazzy also recalled how rising expenses made him think about leaving the record business after Mo’Hits Records dissolved in 2012. However, support from friends and artists motivated him to continue, which eventually led to the establishment of Mavin Records, now home to global stars like Rema and Ayra Starr.

When discussing why he signed Ayra Starr, Don Jazzy said he first found her on Instagram and was impressed by her uniqueness and youthful vibe. At only 18, she filled a void in the industry as a teenage Afrobeats artist with international potential. “It just seemed like the industry needed it… For someone like Ayra, there was a chance for a young Afrobeat star from Nigeria to go global. So it was very intentional,” he explained.
It’s interesting that Ayra didn’t reply to his first message. Eventually, Don Jazzy contacted her brother, which led to her joining Mavin Records in 2020. She released her first EP, named after herself, in January 2021, which included the popular song Away and began her rise to fame. Since then, Ayra has gained worldwide recognition with songs like Rush and even received a Grammy nomination, proving that Don Jazzy was right about her potential for global success.

Don Jazzy’s journey shows both the challenges and the benefits of working hard to make Afrobeats a global sensation. He balances personal sacrifices while putting a lot of effort into helping the next generation of stars.