Mavin Records founder, Don Jazzy, has shed light on his social media habits, explaining that what many fans joke about is actually a calculated move to spot new music talent.
The veteran producer, known for building one of Nigeria’s most influential record labels, revealed that his frequent activity online, particularly who he follows, is far from random. According to him, it forms a key part of his talent discovery process in today’s digital age.
“People always say I follow plenty Gen Z baddies on IG, but that’s actually how I discovered Ayra Starr,” he said, noting that he often leverages online connections to find promising creatives.
Expanding on this, Don Jazzy shared that he sometimes goes beyond passive scrolling. When he identifies potential, he reaches out directly, occasionally even contacting family members, to establish communication with emerging artists.
He pointed out that platforms like Instagram have become valuable scouting grounds, especially among younger users whose content often reveals raw, unfiltered talent before mainstream recognition catches on.
One standout example is Ayra Starr, who he discovered through social media before signing her to Mavin Records—a move that has since proven to be a major success.
For Don Jazzy, the approach is intentional: blending digital observation with personal outreach to stay ahead of the curve and identify the next wave of stars before the rest of the industry catches on.