Don Jazzy Opens Up on What It Takes to Join Mavin Records

Don Jazzy

Mavin Records founder Don Jazzy has shared insights into his approach to discovering new talent, revealing that he prioritizes an artist’s personality, ambition, and mindset above mere musical ability.

Speaking in an interview with RollingStone Africa, the renowned producer explained that signing artists to Mavin is more about identifying the right “vessel” behind the music rather than focusing solely on vocal or production skills.

“Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision. At Mavin, we also pay attention to how well they’ll fit into our culture. You can’t always predict who will blow up, but sometimes you can feel when someone truly wants it. Many don’t realize how big their dreams can get until time unfolds,” Don Jazzy said.

He further highlighted that aligning with Mavin’s collaborative culture is a key part of the decision-making process, noting that every artist added to the label’s roster is assessed for long-term compatibility and shared values.

According to Don Jazzy, while it’s impossible to forecast who will achieve stardom, his instincts often reveal which talents possess the drive to succeed.

This philosophy has guided Mavin Records’ remarkable success, having nurtured some of Nigeria’s biggest stars, including Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr.