Music executive Don Jazzy has opened up on the story of how he discovered and signed Afrobeats star Ayra Starr to his record label, Mavin Records.
In an interview with Echo, the Mavin Records boss explained that at the time, there was a noticeable gap in the industry for a teenage Afrobeats superstar, and he was deliberately on the lookout for fresh talent to bridge that space.
He recounted how he asked someone he followed to help scout for promising singers in universities. Among the list of names and social media handles he received was Ayra Starr’s Instagram profile.
Don Jazzy said what drew his attention was a freestyle Ayra Starr had posted on drug abuse — a subject he considered especially significant to Gen Z struggles. That performance, he noted, convinced him she was the talent he had been searching for.
The producer added that his first attempt to contact Ayra Starr directly did not get a response, which led him to reach out to her brother instead.
