Mavin Records boss and renowned hitmaker Don Jazzy has opened up about his private life and the demanding realities of steering one of Africa’s most influential record labels.
Appearing recently on the Echo Podcast, the 42-year-old music executive spoke candidly about the personal sacrifices he made for his career, the financial weight of nurturing new artists, and the deliberate move behind signing Afrobeats sensation Ayra Starr.
On a personal note, Don Jazzy acknowledged that marriage was one aspect of life he never expected to miss out on while building his legacy. “I never thought I would be 40-something and not be married. Maybe that’s the one I lost. If it comes, it comes. If it doesn’t, I’m totally fine,” he revealed.
The producer was briefly married to model and writer Michelle Jackson back in 2003 during his time in London, but the marriage ended after two years. Over the years, he has openly admitted that his obsession with music left little room for family life. Still, he maintains a warm friendship with his ex-wife, often referring to her as a “beautiful soul.”
Shifting to the business side, Don Jazzy broke down the heavy investment required to introduce new stars to the industry. According to him, launching an artist under Mavin Records takes anywhere between $100,000 and $300,000 (around ₦150 million to ₦500 million), covering everything from promotions and PR to production and support structures.
“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.” He added that success depends on the artist’s drive as much as the label’s backing. “If you want it more than the artist, it doesn’t really work. 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.”
The mogul also recalled facing doubts about continuing in the label business after the Mo’Hits split in 2012, when the mounting expenses nearly discouraged him.
But with encouragement from close allies and musicians, he pushed forward, eventually building Mavin Records into a powerhouse that now houses international names such as Rema and Ayra Starr.
Speaking specifically about Ayra Starr, Don Jazzy said he was first drawn to her through Instagram, impressed by her raw talent and teenage energy. At only 18, she filled a unique gap in the Afrobeats scene. “It just felt like the industry needed it… For someone like Ayra, there was space for a young Afrobeat superstar from Nigeria that we wanted to ensure becomes global. So it was very intentional,” he explained.
Interestingly, Ayra ignored his first direct message. Don Jazzy then reached out to her brother, a move that eventually brought her into Mavin Records in 2020.
She debuted with her self-titled EP in January 2021, which delivered the hit track Away and announced her arrival. Since then, Ayra has scored global recognition with singles like Rush and even earned a Grammy nomination—affirming Don Jazzy’s confidence in her star power.
From personal sacrifices to massive investments in rising talents, Don Jazzy’s story underscores both the pressures and triumphs of shaping Afrobeats into a worldwide phenomenon.
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