Mavin Records boss and Afrobeats legend Don Jazzy has offered a rare glimpse into how he finds and nurtures new talent, and it’s about much more than just the music.
In a recent interview with RollingStone Africa published on October 29, 2025, Don Jazzy explained that his process centers on what he calls the “vessel” — the person behind the music.
Rather than chasing viral hits or overnight fame, he looks for artists with character, vision, and drive. “Sometimes you can feel when someone truly wants it,” he said, highlighting how hunger and authenticity matter just as much as talent.
The producer also stressed the importance of cultural fit within the Mavin Records family. Every signing, he said, is carefully considered to ensure the artist aligns with the label’s values and collaborative spirit.
Predicting stardom isn’t an exact science, but Don Jazzy trusts his instincts, noting that many artists only discover the full scope of their potential once their journey begins.
This people-first approach has been at the heart of Mavin Records’ success, helping launch Africa’s biggest acts, from Tiwa Savage and Reekado Banks to Korede Bello, Rema, and Ayra Starr.
By prioritizing personality, vision, and passion over quick fame, Don Jazzy continues to shape the next wave of Afrobeats superstars one “vessel” at a time.
Don Jazzy on what he looks out for when discovering new talent beyond the music itself (Via RollingStone Africa):
— “Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision” pic.twitter.com/G4ZTuPZ4f6
— 𝗔𝗟𝗕𝗨𝗠 𝗧𝗔𝗟𝗞𝗦 📀 (@AlbumTalksHQ) October 30, 2025