Mavin Records founder Don Jazzy has opened up about how he discovered fast-rising music star Ayra Starr before signing her to his label.
Speaking in a recent interview, the music executive revealed that he first came across Ayra Starr’s page on Instagram after asking a Gen Z contact if they knew any talented singers within their school or circle of friends. The contact sent him several Instagram profiles, including Ayra’s.
According to Don Jazzy, what stood out was a freestyle video Ayra Starr had posted online. The clip, which touched on themes connected to Gen Z experiences, immediately caught his attention.
“I saw her freestyle where she was talking about real issues young people face, and I knew there was something different about her. There was a gap in the industry for a teenage Afrobeat superstar, and Ayra had that energy,” he explained.
Don Jazzy said he reached out directly to Ayra via Instagram DM to introduce himself and express interest in working with her. When she didn’t respond immediately, he contacted her brother to help facilitate communication.
The Mavin boss added that signing Ayra was an intentional move to bring fresh, youthful energy into Afrobeat and position her as a global star.
Since joining Mavin Records in 2021, Ayra Starr has become one of Nigeria’s fastest-rising artists, breaking into international charts and earning multiple award nominations.
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