Don Jazzy: Why I used Portable’s fame to inspire my artistes

Don Jazzy, the Nigerian music producer, says he used Portable’s rise to the limelight to inspire his Marvin Records signees.

Marvin Records is home to top music talents such as Korede Bello, Johnny Drille, Ladipoe, Rema, Crayon, and Ayra Starr.

In an interview with Joey Akan, the music journalist, the 40-year-old said he opted for the controversial singer to show his artistes how engaging fans can put the algorithm in their direction.

Don Jazzy said he could have used BNXN who already had several hit songs when Portable was still struggling for fame with ‘Zazoo Zehh’ — but went for the latter.

The music executive also spoke about the power of social media and how the algorithm has worked in the favour of Portable.

"I use Portable to teach my artists social media use."

— Don Jazzy

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— Joey Akan (@JoeyAkan) December 10, 2022

“I was looking at some stars on social media when somebody like Zazu came out. There is Buju who is an amazing and fantastic musician but then; I am not saying followers count on social media mean that much but the time that Zazu came out, he got to a million followers on Instagram, faster than Buju that had about seven number one songs in the year,” he said.

“He (BNXN) is talented and everything but just because Zazu was entertaining us, he was giving us something, the algorithm favoured him. Everyone just wanted to see what he will do next. That is someone that with the help of Olamide got to the limelight and since then it seems he has said, ‘see I am not going anywhere.

“I will be here whether you like it or not’. I use him as an example for my artistes. I tell them that if they relax, the algorithm will leave them and go to where it is popping. The algorithm goes where the attention is”.