Mavin Records founder Don Jazzy has opened up about the huge financial commitment required to launch a new artist into Nigeria’s highly competitive music industry.
Speaking on a podcast, the music executive revealed that it typically takes between $200,000 and $300,000 — the equivalent of ₦300 million to ₦450 million — to successfully break a new act under his label.
Don Jazzy further explained the process behind talent discovery, stressing the importance of social media. He shared how he found stars like Ayra Starr and others by monitoring platforms for consistency and originality.
Encouraging aspiring musicians, the Mavin boss advised them to take their online presence seriously, saying it could be the key to being noticed and signed.
It costs about N450M to launch a New Mavins artiste – Don Jazzy reveals pic.twitter.com/mUa4VlwRZU
— Dockaysworld.NG (@dockaysworld) September 27, 2025
