Don Jazzy, the founder of Mavin Records, has revealed why he signed Afrobeats sensation Ayra Starr.
In an interview on Echo Room podcast, the music executive explained that he intentionally sought a young artiste with global potential to fill a gap in the industry.
The renowned producer stated that he first discovered the singer, then a teenager, through a social media tip.
He said he had directly asked a Gen Z follower to share the handles of talented young people in their school, and the fan sent him several Instagram pages, including Ayra Starr’s.
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The record label head honcho said he was struck by her originality and immediately tried to contact her.
“She didn’t answer me first,” he explained.
He said after seeing a post that included her brother, he sent a message to him as well, which ultimately led to her signing with Mavin Records in 2020.
Don Jazzy described the signing as a strategic move.
“For someone like Ayra, there is a space for a young teenage Afrobeats superstar from Nigeria that we want to ensure becomes global. So it was very intentional,” he said.
The 41-year-old Mavin Records founder also revealed the financial investment required to launch a new artiste, estimating the cost at between $100,000 and $300,000.
“To activate and launch a new Mavin talent? At the moment, about a minimum $100,000 or then to $100 to $300,000 in that bracket,” he said.
Don Jazzy said while his label provides a full support structure of marketing, PR, and production teams, the artiste’s own drive is the most critical element.
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