Speaking on the Echo podcast, the founder of Mavin Records disclosed that it typically costs between $100,000 and $300,000—equivalent to about ₦150 million to ₦500 million—to launch a new artist under his label.
“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 explained, noting that the amount only covers the first project and the initial rollout.
The Business of Hits
Don Jazzy emphasised that there is no single formula for creating a hit record. While a good song is important, he said, success depends heavily on strategic marketing and whether audiences connect with the music.
“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,” he observed.
At Mavin, the process of artist development goes beyond studio production. The label deploys marketing teams, public relations experts, research units, and production staff to build visibility and sustain momentum. Yet, Don Jazzy insists that the artist’s personal commitment remains the decisive factor.
“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.”
Evolution of a Mogul
Now 41, Don Jazzy—born Michael Collins Ajereh—first rose to prominence in the mid-2000s as co-founder of the now-defunct Mo’Hits Records. When the label dissolved in 2012, he briefly contemplated walking away from the record business, discouraged by rising costs and heavy responsibilities. Encouragement from peers and protégés, however, convinced him to launch Mavin Records, which has since become a global Afrobeats powerhouse.
Mavin’s Global Reach
Mavin’s roster includes Rema, Ayra Starr, Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boyspyce, DJ Big N, and Lifesize Teddy. The label has enjoyed international recognition in recent years, with Rema’s Calm Down remix featuring Selena Gomez reaching No. 3 on the U.S. Billboard Hot 100 and surpassing 1 billion streams on Spotify—an unprecedented milestone for an Afrobeats track.
Ayra Starr, another breakout act from the label, earned a Grammy nomination in 2024 for Rush in the Best African Music Performance category, further cementing Mavin’s role in driving Afrobeats into the global mainstream.
Backing and Expansion
Mavin’s rise has also been bolstered by strategic investments. In 2019, the label secured a multi-million-dollar funding round from Kupanda Holdings, a joint venture between TPG Growth and Kupanda Capital. Earlier in 2024, Universal Music Group (UMG) acquired a majority stake in Mavin Global, with TPG fully divesting while Kupanda Capital retained a minority interest as a strategic adviser.
These moves have positioned Mavin as a bridge between Nigeria’s creative scene and global music markets, with Don Jazzy continuing to play the role of architect behind the next generation of Afrobeats stars.