Don Jazzy is a Nigerian music mogul
Nigerian music mogul, Don Jazzy, has said that making a new artiste famous isn’t just about talent; it takes a huge amount of money, sometimes running into hundreds of thousands of dollars.
Speaking on the Echo podcast, the founder of Mavin Records said it currently takes anywhere between $100,000 and $300,000 to “activate” a new act under his label.
According to him, this figure only covers the first step of an artiste’s career.
‘I spend more than 100 million a year if I sign a new artiste’ – Don Jazzy reveals
“To activate and launch a new Mavin talent? At the moment, about a minimum $100,000 or then to $100 to $300,000 in that bracket,” he explained.
Don Jazzy broke down why such a huge budget is necessary, noting that success in the industry is a mix of creativity, marketing, and connection with fans.
“It’s never just one thing. 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.
He further stated that Mavin Records has built structures over the years to increase the chances of success for its signees.
‘Leaving Mavin Records was premature’ – Reekado Banks
He added that these include marketing and PR departments, research units, production teams, and other support systems that help an artiste compete locally and internationally.
Don Jazzy stressed that no amount of money or structure can replace an artiste’s hunger for success.
“If you want it more than the artiste, it doesn’t really work,” he said, adding that true greatness requires not just passion but also study and preparation.
“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,” he stated.
Mavin Records is home to musicians like Rema and Ayra Starr.
“$100,000 to $300,000”
Don Jazzy reveals how much it costs to activate a new Mavin Records artiste. pic.twitter.com/jLBiOfEapO
— @𝗼𝗻𝗲𝗷𝗼𝗯𝗹𝗲𝘀𝘀𝗯𝗼𝘆 (@OneJoblessBoy) September 26, 2025
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