Mavin Records boss Don Jazzy has shed light on the hefty price tag of breaking a new artist into the spotlight.
Speaking on the Echo Podcast, the 41-year-old producer disclosed that it costs between $100,000 and $300,000 (approximately ₦150 million to ₦500 million) to properly launch an artist under his label.
“To activate and launch a new Mavin talent? At the moment, about a minimum of $100,000… in that $100,000 to $300,000 bracket,” he explained.
According to him, the figure only covers the first phase of an artist’s journey, stressing that success requires much more than money.
“You can have a great song, but if it’s not marketed properly, it won’t work. At the same time, you can spend a lot of money, but if people don’t connect with it, they don’t connect,” he said.
Don Jazzy highlighted the role of Mavin’s structures—including marketing, PR, research, and production teams—in giving artists the best shot at success. Still, he insists the artist’s drive is the ultimate factor.
“If you want it more than the artist, it doesn’t really work,” he noted. “Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson.”
Reflecting on his own journey, Don Jazzy—born Michael Collins Ajereh—revealed he nearly quit the business after the Mo’Hits Records split in 2012 due to mounting costs. Instead, he persevered, founding Mavin Records, now home to global stars like Rema and Ayra Starr.
Source: vanguardngr
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