Don Jazzy opens up on marriage, artist investments, and discovering Ayra Starr
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Don Jazzy Opens Up on Sacrificing Marriage, the High Costs of Artist Development, and Discovering Ayra Starr
Mavin Records founder and legendary Nigerian producer Don Jazzy has opened up about the personal sacrifices and professional challenges that have shaped his career as one of Africa’s most influential music executives.
Speaking on the Echo Podcast, the 42-year-old music mogul offered rare insights into his private life, his philosophy on building stars, and the story behind signing Afrobeats sensation Ayra Starr.
On Choosing Music Over Marriage
Don Jazzy admitted that, while music has brought him global recognition and financial success, it has also required deep personal sacrifices—most notably in his love life.
“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 confessed.
The producer was briefly married in 2003 to UK-based model and writer Michelle Jackson during his time in London. The marriage ended after two years, largely due to his all-consuming dedication to music. Still, he maintains a warm relationship with his ex-wife, often referring to her as a “beautiful soul.”
The Price of Building Stars
Shifting focus to the music business, Don Jazzy revealed the staggering financial investment required to launch an artist under Mavin Records. According to him, the initial cost of developing a new act typically ranges from $100,000 to $300,000 (₦150 million to ₦500 million), covering production, marketing, branding, public relations, and support systems.
“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.”
The Mavin boss stressed that success cannot be manufactured solely by the label—it requires the artist’s own hunger, vision, and work ethic. “If you want it more than the artist, it doesn’t really work,” he said. “Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson.”
The Struggles After Mo’Hits
Reflecting on his career journey, Don Jazzy admitted that after the collapse of Mo’Hits Records in 2012, rising costs and industry pressures made him question whether to remain in the label business at all. However, encouragement from close allies and emerging artists inspired him to push forward, leading to the establishment of Mavin Records.
Today, Mavin has grown into a global powerhouse, nurturing international stars such as Rema, Ayra Starr, Ladipoe, Crayon, and Johnny Drille, among others.
Discovering Ayra Starr’s Global Potential
One of the standout stories Don Jazzy shared was how he discovered Ayra Starr. He first came across her on Instagram, where her raw originality and youthful energy caught his attention.
At just 18, she represented something missing in the Afrobeats scene—a teenage female superstar with the potential to connect both locally and internationally. “It just felt like the industry needed it,” he explained. “For someone like Ayra, there was space for a young Afrobeat superstar from Nigeria that we wanted to ensure becomes global. So it was very intentional.”
Interestingly, Ayra Starr did not initially respond to his direct message. Don Jazzy eventually contacted her brother, which paved the way for her signing with Mavin in 2020. Her self-titled debut EP, released in January 2021, featured the breakout track Away and marked the start of her rise.
Since then, Ayra has earned critical acclaim, released global hits like Rush, and even secured a Grammy nomination—validating Don Jazzy’s instincts about her unique star power.
A Balancing Act of Sacrifice and Reward
Don Jazzy’s reflections highlight the delicate balance between personal sacrifice and professional achievement. For him, the price of building an empire in Afrobeats was stepping away from marriage, pouring millions into untested talent, and persevering through uncertainty.
Yet, those sacrifices have contributed to shaping Afrobeats into a global movement. From the launch of Mavin Records to the discovery of stars like Rema and Ayra Starr, Don Jazzy’s journey is a testament to resilience, vision, and a relentless belief in the future of African music.
