Veteran Nigerian producer and record executive Don Jazzy has revealed the staggering financial investment required to break new talent into the music industry under his label, Mavin Records.
Speaking on the Echo Podcast, the 41-year-old music mogul explained that transforming a rising act into a household name is no small feat. According to him, it takes between $100,000 and $300,000 (about ₦150 million to ₦500 million) to fully activate and launch a new artist on his roster.
“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 disclosed.
It Takes More Than a Hit Song
While the figures are eye-catching, Don Jazzy emphasized that money alone does not guarantee success. A hit song, he explained, needs more than just good sound to resonate globally.
“It’s never just one thing,” he said. “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.”
Behind every Mavin breakout is a full system of marketing strategists, PR experts, research teams, and production staff—all working hand in hand with the artist.
The Artist’s Drive Matters Most
Despite these systems, Don Jazzy stressed that the artist’s personal commitment is the ultimate deciding factor.
“If you want it more than the artist, it doesn’t really work,” he warned. “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.”
From Mo’Hits to Mavin’s Global Empire
Don Jazzy, born Michael Collins Ajereh, first rose to prominence in the mid-2000s with the now-defunct Mo’Hits Records, a powerhouse that dominated Nigeria’s music charts. After the label’s split in 2012, he admitted he almost walked away from running record labels altogether, citing the heavy costs and responsibilities.
Encouragement from friends and protégés, however, kept him in the business. That decision paved the way for the birth of Mavin Records, now home to global Afrobeats stars like Rema and Ayra Starr.
Today, Mavin stands as one of Africa’s most influential record labels, with Don Jazzy at the helm—proving that while the cost of breaking artists is steep, the rewards of shaping global superstars are priceless.
