Don Jazzy Reveals The Key To His Approach To Identifying Emerging Talent

Don Jazzy, Mavin Records boss and Afrobeats icon, has provided rare insight into his process of finding and nurturing new talent, stating that his approach involves much more than just the music itself.

The renowned producer discussed his approach in a recent RollingStone Africa interview, which was published on 29 October 2025, stating that he prioritises the “vessel” – the individual behind the music – over fleeting viral success or instant fame.

In Don Jazzy’s opinion, the initial quality he looks for in any artist is their personality, character, vision, and level of motivation. He thinks a robust personality and a distinct sense of purpose are equally crucial as musical talent. “He noted that you can often sense when someone genuinely desires something,” he said, highlighting the significance of hunger and authenticity.

Mavin Records’ head, Don Jazzy, emphasized the importance of cultural compatibility within the label, pointing out that each artist is carefully selected to match the company’s values and team-oriented approach.

He conceded that forecasting future stars is not always feasible, yet his instincts frequently lead him. He described talent discovery as an unfolding process that takes place over time, noting that many artists don’t fully appreciate the magnitude of their potential until they start their journey.

A people-first philosophy has been the cornerstone of Mavin Records’ sustained success, enabling the label to produce some of Africa’s largest names, including Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr.

Continuing to guide the next wave of Afrobeats sensations, Don Jazzy focuses on developing lasting impact through his personality, vision, and passion, rather than fleeting fame, one artist at a time.

Don Jazzy on what he looks out for when discovering new talent beyond the music itself (Via RollingStone Africa):

— “Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision” pic.twitter.com/G4ZTuPZ4f6

— 𝗔𝗟𝗕𝗨𝗠 𝗧𝗔𝗟𝗞𝗦 📀 (@AlbumTalksHQ) October 30, 2025