Nigerian music mogul and founder of Mavin Records, Don Jazzy, has shed new light on the high cost of launching a new music artist in today’s competitive entertainment landscape. In a recent interview that sparked industry wide discussion, the legendary producer and entrepreneur revealed that it takes anywhere between 100000 and 300000 dollars to fully activate a new artist under his label.
The revelation offers a rare behind the scenes look at what it really takes to turn raw talent into a commercially viable star, especially within Africa’s largest and most influential music market.
“Artist activation is not beans,” Don Jazzy said, using a popular Nigerian expression to emphasize how serious and resource intensive the process is. “It can cost from 100,000 dollars to 300,000 dollars depending on the kind of artist and the roll out plan.”
According to Don Jazzy, those figures do not merely account for recording a few songs or shooting music videos. Instead, they encompass the full spectrum of work required to introduce and sustain a new artist in the public eye. This includes studio production, branding, professional photography, styling, social media campaigns, media rounds, influencer partnerships, and digital distribution, as well as strategic planning to ensure longevity in a fast moving industry.
Mavin Records, which Don Jazzy founded in 2012, has built a reputation as one of Africa’s most structured and successful record labels. The label has been behind the rise of numerous artists who have gone on to achieve both local stardom and global recognition, including Rema, Ayra Starr, Johnny Drille, Crayon, and Ladipoe.
The label is known for its meticulous artist development process and strategic investment in talent branding. These comments by Don Jazzy now help to explain the kind of resources and business planning that have enabled Mavin to consistently deliver successful acts in a highly competitive market.
Industry professionals and observers have praised the transparency, noting that Don Jazzy’s remarks could help shift the perception that success in music comes overnight or by chance. Instead, they argue, it highlights the fact that building a sustainable music career is an expensive and carefully engineered process.
“This gives valuable perspective to how much work and capital goes into building an artist’s brand from scratch,” said Chioma Adebayo, a Lagos based music strategist and talent manager. “It is not just about vibes and viral moments. It is about sustained investment, detailed planning, and experienced guidance.”
The figures also draw attention to the growing need for financial backing in the music industry, particularly for upcoming artists who may not have access to such levels of funding. As a result, many unsigned or independent talents either struggle to break through or have to rely on alternative models such as crowdfunding, brand partnerships, or digital monetization platforms to kickstart their careers.
Don Jazzy’s comments may also spark fresh conversations about the business model behind artist management and record label operations in Africa. As the continent’s music scene becomes more visible on the global stage, industry players are increasingly focusing on scalability, return on investment, and sustainability.
While Mavin Records continues to attract attention for its business savvy and artist success stories, Don Jazzy’s comments serve as a reminder that launching a music career is far more complex than simply recording a catchy tune. Behind every new hit or breakout star lies months and often years of strategic investment, data analysis, audience testing, and brand positioning.
As Afrobeats and other African genres gain more global traction, the business of music on the continent is becoming more sophisticated. Don Jazzy’s insights help illuminate the financial realities behind this evolution, and why labels like Mavin continue to lead the way in developing the next generation of African superstars.
source: vanguardngr.com