Mavin Records founder and ace music producer Don Jazzy has shed light on the dynamics of running a record label, maintaining respect for artistes, and navigating the evolving landscape of Afrobeats.
He spoke during a question-and-answer session on X on Friday, monitored by Per Second News.
Addressing the recurring issue of record label bosses allegedly disrespecting their artistes, Don Jazzy said many newcomers in the business misunderstand what leadership should look like.
He noted that some of them emulate only the tough exterior of his persona without understanding the balance behind it.
“If you know you are aiming at building a huge superstar, start from day one to accord them with that respect. Most of the new label bosses actually look up to me but copy the wrong thing because of my Don persona,” he said.
He explained that maintaining harmony within a label requires emotional intelligence and knowing when to step up or step back.
“Ninety percent of the time around my artistes, I let them be the superstars that they are,” he said. “It’s only ten percent of the time that I really need to be Supremos.”
Asked about how he handles hateful or negative comments online, the Mavin boss responded with characteristic ease.
He said no public figure is spared criticism and online negativity should not distract anyone doing meaningful work.
“Ahn ahn, we all get negative comments. As goated and decorated as I am, me sef I dey get my own,” he said.
“But the truth of the matter is that you people that ride for us are way more important than the distractions. The hate isn’t real. Elon dey pay and some people just want to score a banger tweet.”
While discussing the people who have influenced him most, Don Jazzy attributed his journey to divine guidance and the upbringing he received at home.
He said God and his parents remain central to his values and decision-making process in entertainment and business.
He also addressed the pressures of managing artistes who enjoyed a big year and then struggle to replicate the same level of success the following year.
He explained that the expectations grow with each achievement, but so do the obstacles.
“You would expect that each new year should be easier than the past years because we should have learned from experience,” he said.
“But omo, every new year is harder because new challenges arise. As the artistes are growing and unlocking new territories, you will discover that some challenges are new for Mavin and some are new for Afrobeats in general.”
Using a gaming analogy, Don Jazzy likened the music business to a continually advancing level.
“Think of playing a video game for the first time. The levels keep getting harder as you climb. You go kpai plenty times but you love the gameplay so much that you keep going,” he said.
On creating value rather than depending on others to provide opportunities, he advised young people to identify what they can offer and sharpen their skills. He stressed that money responds to value, not entitlement.
“Money simply follows value. What value can you provide to get paid for?” he asked.
“If you never sabi wetin you fit offer, I suggest you go learn at least one skill you are passionate about. Something wey your heart like. Once you’ve mastered something you love and use it to solve real problems, na so money go begin find you like WiFi.”
Speaking on the rising cost of music videos and the broader expansion of Afrobeats across the world,
Don Jazzy reminded fans that the genre is still young and evolving. He revealed that even he was surprised at the scale the industry has reached.
“Our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning every day because the game is ever-changing,” he said.
“If you told me just six years ago that an Afrobeats video could cost over 20 million naira, I would say that’s too much. But behold, some of us have shot videos over 100,000 dollars.”
He explained that he constantly learns from those ahead of him in other fields, noting that no one has mastered everything.
“If Burna tells me what it takes to do multiple international stadium shows, I will take notes because I never run am before. If Dangote tells me what it costs to build a refinery, I will learn from him,” he said.
Don Jazzy added that as someone who has successfully built and sustained a record label, he also expects younger players in the field to learn from him.
“That said, my people, if I tell you how to run a successful record label in Nigeria, I advise you take notes even if na small note because we no plenty wey don run am. I don talk too much,” he said.
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