Renowned music executive, Don Jazzy, isn’t just scouting talent—he’s scrolling for it.
Once a studio-first traditionalist, the Mavin Records boss has now embraced social media as a frontline talent pipeline, transforming how he discovers and signs Nigeria’s next music superstars.
“I used to ignore social media-savvy artists. Now, it’s the first thing I look for,”
— Don Jazzy
That pivot has helped him stay one step ahead in the Afrobeats boom—and it’s rewriting the rulebook for artist development across Africa.
Discovery in the DMs
If your freestyle isn’t on Instagram or your vocal runs haven’t landed on TikTok, Don Jazzy probably hasn’t seen you.
He didn’t find Ayra Starr in a club or Boy Spyce at an open mic. He found them online. In fact:
Ayra Starr posted covers and original songs on Instagram. A few days later, Don slid into her DMs.
Bayanni and Boy Spyce got the same treatment—spotted through skits and freestyle videos on IG and Twitter.
Rema went viral with his now-famous freestyle to a D’Prince beat, which landed directly in Mavin’s hands.
These aren’t just anecdotes. They’re Don Jazzy’s blueprint.
Beyond Likes: What Don Jazzy Really Looks For
A viral clip might get you noticed, but it won’t get you signed—not unless you’ve got more going for you. Here’s the deeper checklist Don uses:
Authentic talent with a distinct sound and look
Great character—professionalism, discipline, and humility
Age & appeal—especially to Gen Z, the beating heart of the Afrobeats audience
Consistency & confidence online—he watches how artists handle engagement, not just their followers “It’s not just about having a song. It’s about the energy and identity behind it,”
— Don Jazzy (via kugjaymedia)
Real-Time A&R, Courtesy of Fans
In the streaming era, artists go from underground to global overnight. Don Jazzy knows this better than anyone.
He uses fan feedback, hashtags, meme culture, and even TikTok sounds to measure whether an artist or a track is catching fire. If it trends, he takes note. If it connects, he moves fast.
He’s also built strong ties with digital creators—amplifying their content, resharing their work, and giving upcoming talent a taste of the spotlight. That’s not just promotion—it’s smart branding.
The Mavin Model: Digital Meets Discernment
Don Jazzy’s hybrid approach—mixing street smarts with algorithmic instincts—has turned Mavin into a hit-making machine. Think of it as: Old-school A&R + new-age analytics = global domination
Ayra Starr is a Gen Z voice with Gen X guidance. Rema is a rebel with studio polish. And behind them is a boss who knows that today’s icons are born on timelines before stages.
A Reddit user summed it up best: “Mavin cracked the code: quality music, good PR, and clever use of social media.”
Final Chorus: Your Phone Is Your Audition
If you’re an upcoming artist dreaming of Mavin Records, the stage is already in your hand. Post, perform, engage. Don Jazzy’s watching—not from a backroom studio, but from your IG Reels, your TikTok feed, and your Twitter threads.
The real audition happens before the handshake—and it might just start with a like, a comment… or a DM from @DonJazzy.
