Don Jazzy Reveals Cost of Launching New Artists

Don Jazzy, one of Nigeria’s most influential music producers and the founder of Mavin Records, has given fans a rare glimpse into the financial reality of building a music star. Speaking on the Echo podcast, he disclosed that it takes between $100,000 and $300,000, or roughly N150 million to N500 million, to activate and launch a new artist under his label. This figure, he explained, covers the initial phase of introducing a fresh act to the public and positioning them for success in the competitive music industry.

According to Don Jazzy, success in the music business goes far beyond talent alone. “You can have a great song, but if it’s not marketed properly, it won’t work,” he said. At the same time, he stressed that even the biggest marketing budgets cannot guarantee a hit if listeners do not connect with the music. For Mavin Records, launching an artist involves a complex system of coordinated efforts that require substantial investment. These include marketing experts, public relations teams, research analysts, and world-class production staff working closely with the artist.

However, the most crucial factor, Don Jazzy noted, is the determination of the artist themselves. “If you want it more than the artist, it doesn’t really work,” he explained. For him, ambition and self-drive separate good artists from great ones. He added that those who truly want to succeed study the craft and learn from the legends who came before them. He gave the example of Michael Jackson, saying any young talent who aspires to greatness must research what made him such an icon.

At 41, Don Jazzy is not only one of Nigeria’s most celebrated producers but also one of its most respected record executives. He first rose to prominence in the mid-2000s through Mo’Hits Records, the label he co-founded, which dominated Nigeria’s music scene with hits that are still remembered today. After Mo’Hits dissolved in 2012, he admitted that he considered leaving the record label business entirely because of the mounting responsibilities and the financial risks. Yet, encouragement from close friends and artists persuaded him to stay, and that decision led to the founding of Mavin Records, which has since grown into a global powerhouse.

Mavin’s success today speaks for itself. The label is home to an impressive lineup of stars who have taken Afrobeats far beyond Africa’s borders. Rema’s “Calm Down” remix with Selena Gomez reached No. 3 on the Billboard Hot 100 in the United States and became the first African artist-led track to surpass one billion streams on Spotify. Ayra Starr, another breakout talent, has earned global recognition, including a Grammy nomination for Best African Music Performance with her song “Rush.” These achievements highlight the impact of the label’s investments and its strategic approach to nurturing talent.

The high cost of launching artists that Don Jazzy described reflects the scale at which Mavin operates. With global audiences now paying close attention to African music, the stakes have risen considerably. Mavin Records is no longer just creating stars for Nigeria or Africa—it is producing artists who compete on the international stage. That requires resources, infrastructure, and a global vision, all of which come at a significant price.

Don Jazzy also reflected on how much the industry has evolved in recent years. The rise of streaming platforms, social media influence, and international collaborations has completely reshaped the way artists connect with fans and build their careers. Labels now have to invest heavily in branding, digital presence, and global partnerships to ensure their artists break through.

Mavin’s growth has also been backed by strong financial partnerships. In 2019, the label received a major investment from Kupanda Holdings, which strengthened its operations and global reach. By 2024, Universal Music Group acquired a majority stake in Mavin, further cementing its status as a global player. While Kupanda Capital retains a minority stake and continues as an adviser, this acquisition has given Mavin the financial backing and industry connections needed to sustain its global ambitions.

The label’s roster continues to expand, with talents like Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boyspyce, DJ Big N, and Lifesize Teddy all contributing to its reputation as a home for diverse sounds and fresh creativity. Each of these artists benefits from the structures Don Jazzy spoke about—the marketing systems, research teams, and global strategies designed to maximize their potential.

For young artists dreaming of signing with Mavin, Don Jazzy’s revelation is a reminder that success requires more than raw talent. It demands commitment, consistency, and the ability to connect with fans at scale. And for Mavin, it shows why the label has become a model for artist development in Africa: it is willing to invest the time, money, and expertise needed to turn rising stars into global icons.