For Don Jazzy, talent alone isn’t enough to earn a spot on the Mavin Records roster, social media presence and work ethic play a key role.
During a recent appearance on the Afrobeats Podcast, Mavin Records’ in-house DJ, DJ Big N, revealed that Don Jazzy actively studies an artist’s social media page before making any decision to sign them. And if your feed doesn’t reflect dedication to your craft, you’re likely not getting a callback.
“Jazzy would go to your Instagram and scroll. If you don’t have about 10 to 15 posts there, he will not be moved because your work ethic is poor,” DJ Big N explained.
This insight sheds light on the Mavin boss’s hands-on approach to A&R and talent discovery. Known for being deeply involved in the rise of stars like Rema, Ayra Starr, and Johnny Drille, Don Jazzy has always emphasized the importance of consistency and visibility, qualities often displayed through social media.
The signing of Ayra Starr, for instance, was reportedly influenced by her activity on Instagram, where she regularly shared song covers and snippets of her original work long before she had a record deal.
In past interviews, Don Jazzy has made it clear that while raw talent can be developed over time, a strong work ethic is much harder to instill in an artist who lacks it. Social media, in his view, provides a window into how seriously a rising act takes their career, especially during their formative years.
With platforms like Instagram, TikTok, and YouTube serving as modern-day A&R tools, an artist’s digital footprint has become a key part of their pitch, often more impactful than a demo.
This philosophy appears to be paying off. Under Don Jazzy’s leadership, Mavin Records has produced some of the most consistent and globally recognized artists in Nigeria’s music industry today.
You can watch DJ Big N’s full conversation on the Afrobeats Podcast to hear more behind-the-scenes stories on talent scouting and artist development at Mavin Records.
