Nigerian music icon D’banj has opened up about the carefully crafted strategy he and Don Jazzy used to shape public perception during the early days of Mo’Hits Records.
In a recent interview, D’banj disclosed that although he and Don Jazzy were equal partners in the label, they deliberately created the illusion that Don Jazzy was the sole boss while D’banj played the signed artist. The reason, he said, was to build mystique, authority, and credibility around the fledgling record label.
“At the time, Mo’Hits wasn’t getting the recognition it deserved. We realized we were both label heads, artists, and producers — a combination that made us unique. But we needed to create an aura that commanded respect,” D’banj revealed.
According to him, Don Jazzy intentionally adopted a quiet, mysterious persona while D’banj served as the vibrant and outspoken frontman. Even their public interactions—including moments on stage—were carefully staged to fit this narrative.
“Whenever I leaned in to whisper to Jazzy on stage, we weren’t actually saying anything. It was all showmanship — part of the branding,” D’banj said. “We had that level of trust. Jazzy didn’t need to speak — his silence spoke volumes.”
D’banj recalled a game-changing moment at their first major event attended by Lagos dignitaries and politicians. On stage, D’banj dramatically prostrated before Don Jazzy—a move that instantly cemented the perception that Don Jazzy was the executive label boss and D’banj his signed artist.
“That moment changed everything. From then on, everyone assumed he signed me. They didn’t know it was a 50-50 arrangement,” he explained.
D’banj credited this strategic narrative for elevating Mo’Hits Records into one of the most respected and successful labels in the Nigerian music industry, powering the careers of stars like Wande Coal, Dr SID, D’Prince, and K-Switch.
