Don Jazzy, the powerhouse producer and music executive behind Mavin Records, has revealed what it truly costs to launch a new artist in Nigeria’s music industry. Speaking on the Echo podcast, the veteran hitmaker explained that unveiling a fresh talent requires an investment of between $100,000 and $300,000, which is about N150 million to N500 million.
He noted that this figure only covers the initial phase of an artist’s career. “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,” Don Jazzy said. He stressed that beyond creating a hit song, heavy resources must go into marketing, branding, and building a fanbase.
“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 also pointed out that an artist’s personal drive is crucial. “If you want it more than the artist, it doesn’t really work,” he added. According to him, true success comes when talent is matched with vision, research, and consistency. He used Michael Jackson as an example, saying legends become icons through constant study and reinvention.
Don Jazzy, born Michael Collins Ajereh, has shaped the careers of some of Nigeria’s biggest stars. He first gained prominence in the mid-2000s with Mo’Hits Records before founding Mavin Records in 2012. Today, Mavin is home to global acts like Rema, Ayra Starr, Ladipoe, and Johnny Drille. His insights show that a mix of investment, structure, and passion is what turns local artists into global sensations.
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