Mavin Records CEO Don Jazzy has opened up about the “instant” nature of his discovery of Afrobeats sensation Ayra Starr, revealing that he knew she was a star within seconds of seeing her perform online. The music mogul shared that his decision to sign her wasn’t a long, drawn-out process but a moment of immediate clarity.
Don Jazzy recalled coming across a video of the then-18-year-old on Instagram, where she was performing an original song. “It didn’t take one minute,” he noted, explaining that her soulful voice, confidence, and “Gen Z energy” filled a specific gap he had identified in the music industry. Despite her initially not responding to his direct message (DM), his persistence—which included reaching out to her brother—eventually brought her into the Mavin studio, leading to her official unveiling in early 2021.
Key Highlights of the Discovery
- The “Social Media” Scout: Don Jazzy emphasized the power of Instagram as a scouting tool, noting that Ayra’s talent was undeniable from a short clip.
- Filling the Gap: He revealed that he was intentionally looking for a young female artist who could authentically represent the “Gen Z experience” on a global scale.
- The Signing Process: After the initial contact, Ayra underwent intensive training at the Mavin academy before her breakout EP was released, proving Don Jazzy’s “one-minute” instinct was correct.
- Investment in Talent: The music executive also touched on the high stakes of artist development, noting that Mavin often invests hundreds of millions of Naira into “unveiling” and marketing new stars like Ayra.
