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On May 8, 2012, Michael Collins Ajereh, better known as Don Jazzy, announced the creation of a new record label called ‘Mavin.’
This followed his separation from his longtime partner, D’banj, after the dissolution of their eight-year-old jointly owned record label, Mo-Hits.
D’banj and Don Jazzy had founded Mo-Hits together and introduced the label to the Nigerian music scene in 2004, with Don Jazzy as the label executive and in-house producer, while D’banj was the artist and president of the record label. They had irreconcilable differences and went separate ways.
When Don Jazzy announced Mavin in 2012, there was scepticism in the air as many wondered how the label would survive without its front man and other label signees.
“I see Mavin Records being the powerhouse of Music in Africa in the shortest possible time,” Don Jazzy was quoted saying. “I know Rome wasn’t built in a day, but with a lot of hard work, a good and God-fearing team, our friends and fans, TV houses, radio stations, press, bloggers, and most of all with God on our side, there is nothing we cannot achieve.”
Artist roster
Central to Mavin Records’ success is its impressive roster of artists. Jazzy’s Mavin introduced Tiwa Savage, Dr Sid, D’Prince, and Wande Coal as its inaugural artists and has since signed over 13 other acts, including Reekado Banks, Korede Bello, Di’ja, DNA, and Iyanya, who have all gone on to become household names in the industry. The label currently plays home to Magixx, Ladipoe, Crayon, Bayanni, Lifesize Teddy, Boy Spice, Rema, Ayra Starr, Johnny Drille and in house Disc Jockey, DJ Big N.
Mavin Records also houses producers like Don Jazzy, Altims, Babyfresh, London and Andre Vibez.
Achievements
Over the past 12 years, Mavin Records has kept to its mission to discover talents, nurture talents, and transform the talents into global superstars. This is evident in the careers of the signees who have performed on global stages and garnered over 40 billion streams cumulatively.
Mavin Records has amassed an impressive array of achievements. From producing chart-topping singles to winning numerous awards, the label has consistently pushed the boundaries of Nigerian music. Hits from the label’s all-star artists’ collaborations like “Dorobucci,” “Adaobi,” “All is in Order,” “Jantamanta,” “Looku Looku,” “Overdose,” and “Wondamo” to solo hits like “Calm Down,” “Rush,” “My Darling,” and “All Over,” to mention a few have not only dominated the airwaves but also showcased the label’s knack for creating timeless music.
In 2014, the label won the best record label of the year at the City People Entertainment Awards with eleven artists and sixteen albums.
Rema’s hit single “Calm Down” featuring Selena Gomez rose to #3 spot on the U.S. Billboard Hot 100 chart. “Calm Down” has become arguably the biggest Afrobeats song of all time, the most viewed video of all time by an African artist on YouTube, and the first African artist-led track to surpass 1 Billion Spotify streams.
Ayra Starr’s track “Rush” was nominated for the inaugural Best African Music Performance Grammy, and its music video is the most viewed music video by a female Nigerian artist on YouTube.
Controversies and challenges
Like any successful venture, Mavin Records has faced its fair share of controversies and challenges. One that will not go unmentioned is the confrontation between Don Jazzy and Olamide, owner of YBNL records, on stage at the Headies Award in 2015 where the latter accused the organisers of the Headies of favouritism. Olamide made a case on stage saying his signee, Lil Kesh, was cheated out of the Next Rated award category, which was won by Don Jazzy’s Reekado Banks at the time.
Contract disputes and artist departures from the label also had its share in the 12-year run of the label when Wande Coal exited the label in 2013. Don Jazzy recalled how hurt he was by the move.
“Every separation hurts, whether amicable or not. Wande’s exit was like when you train a child and then he has to go when he’s an adult. It hurts because I had to start building again, friendship, and all of that. You’ll know Wande’s exit hurt me because I had to tweet about it,” Don Jazzy said in a recent podcast discussing some of the challenges faced as a label owner.
Through it all, Don Jazzy has navigated turbulent waters with resilience. His leadership and commitment to his vision has remained unwavering.
Business strategy
Mavin Records’ success is not just a result of its musical talent but also its astute business strategy. The label has forged strategic partnerships with brands and sponsors, ensuring its artists have the platform and resources needed to thrive.
Additionally, Mavin’s focus on artist development and branding has set it apart in an increasingly competitive industry.
In February 2024, Universal Music Group (UMG), the world leader in music-based entertainment, announced a major partnership in Mavin.
According to Mavin’s website, “The partnership will accelerate Mavin’s strategic advancement and create more opportunities to break more talent globally, expand the reach of its existing roster, and continue building its business into a super-serving, pan-African entertainment company. The investment provides UMG an opportunity to increase its presence in Afrobeats and greater exposure to the fast-growing African market.”
Speaking on the partnership, CEO of Mavin Records, Michael Ajereh, said: “I’m proud of the artists, careers, and brand we’ve built that have made Mavin the force it is today. In this historic partnership with UMG, we will continue that mission in Africa and across the globe.”
The chief operating officer, Tega Oghenejobo, said: “With our proven history of collaborations within the UMG family, we have a strong belief that they are the ideal partner for the next phase of our growth, given the diversity and potential of our business. UMG is home to some of the world’s foremost music entrepreneurs and artists, making them a perfect match for our aspirations. By collaborating with UMG, we are dedicated to cultivating a vibrant creative environment that propels African music to new heights on the global stage.”
Sir Lucian Grainge, Chairman, and CEO of Universal Music Group, said, “Our criteria for identifying partners is straightforward: great artists, great entrepreneurs, great people. With Don Jazzy, Tega, the Mavin Global team, and their artist roster, we’ve found ideal partners with whom to grow together. Mavin’s brilliant artists have been catalysts in the transformation of Afrobeats into a global phenomenon, and we’re thrilled to welcome them into the Universal Music Group family.”
Mavin has grown to become not just a record label but also offers services in brand partnership, music licensing, performance and appearance, and content production.
Impact on the industry
Perhaps Mavin Records’ greatest legacy is its impact on the Nigerian music industry. The label’s innovative approach to music production and promotion has raised the bar for excellence. By consistently delivering hit songs and nurturing top-tier talent, Mavin has played a pivotal role in shaping the sound and direction of Nigerian music.
The label leader, Don Jazzy has been able to shape the industry’s mindset towards understanding the need for songwriters. He has often drummed support for artists who feel the need to hire songwriters, and this has helped shape the industry by creating financial avenues for songwriters while artists also get value for their money.
“I think what our industry needs now is more songwriters. We have too many artists as it is. Maybe you aren’t successful because you think you’ve what it takes to be an artist when you could be a mega songwriter. Not all of us will be successful artists,” he said.
“I am working on something, and when I’m done, I can guarantee some of you will make more money than most artists just by being a talented songwriter. I have some songwriters, and my artists are not stingy to share and not too proud to want to attempt to do it all alone. No man is an island. Artists need to understand that we respect their craft as artists and performers, and we don’t care if they wrote their songs or not.”
Jazzy’s stance on the use of songwriters has over time redirected the mindset of the Nigerian music industry.
As Mavin Records celebrates its 12th anniversary, the future looks brighter than ever. As the Nigerian music industry continues to evolve with a new generation of artists and an unwavering commitment to musical excellence, the label is poised to continue its legacy of innovation and impact.
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