Nigerian music mogul and Mavin Records founder Don Jazzy has opened up about the philosophy guiding his discovery of new artists, and it’s not just about their sound. The legendary producer explained that his success in identifying and nurturing some of Africa’s biggest talents comes down to one key factor: the vessel behind the music.
Don Jazzy has long been hailed as one of Africa’s most influential music executives. From co-founding Mo’Hits Records in the early 2000s to launching Mavin Records in 2012, his fingerprints are on the rise of superstars like Tiwa Savage, Rema, Ayra Starr, Reekado Banks, and Korede Bello. His knack for discovering artists who not only make hits but also shape culture has made Mavin Records one of the continent’s most respected labels.
In a new interview with RollingStone Africa, Don Jazzy shared that what catches his attention first isn’t necessarily an artist’s voice, production, or even songwriting, it’s their personality, attitude, and drive. “Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision,” he said. For him, the vessel, the human behind the art is what determines whether an artist can withstand the challenges of the industry and grow into a lasting brand.
This outlook contrasts sharply with the viral-driven culture dominating today’s music landscape, where many emerging acts chase short-term hits or social media fame. Don Jazzy’s method leans toward longevity, focusing on qualities that can’t be faked: authenticity, humility, and dedication. His approach has shaped Mavin Records into more than a hit factory, it’s a creative community that values collaboration, discipline, and family-like support.
Understanding the artist as a vessel also fits into a broader philosophy about the music business in Africa. With Afrobeats now commanding global attention, the stakes are higher than ever. The industry needs artists who not only make catchy songs but can represent African creativity on international stages. Don Jazzy’s focus on character ensures that his signees are mentally and emotionally prepared for that kind of visibility and pressure.
The results speak for themselves. Rema’s genre-bending sound and global reach didn’t happen by accident—it’s the outcome of deliberate mentorship and a shared vision. Similarly, Ayra Starr’s rise to global recognition, including Grammy nominations, reflects both her undeniable talent and the personality traits Don Jazzy prizes: self-awareness, confidence, and commitment to craft.
By prioritizing the vessel over the instant hit, Don Jazzy has created a sustainable model in an industry often criticized for its short attention spans. His philosophy encourages artists to focus on self-development as much as musical growth, reminding them that long-term success comes from authenticity and hard work, not trends or algorithms.
As Afrobeats continues to dominate global charts, Don Jazzy’s perspective feels more relevant than ever. In a world obsessed with virality, he is reminding both artists and audiences that behind every enduring song is a person of substance—a vessel capable of carrying not just melodies but meaning.
His message to aspiring artists is clear: talent might open the door, but your character keeps it open. In Don Jazzy’s world, the music matters—but the vessel matters even more.
