The studios of Bounce 89.1 FM recently hosted a special segment, signaling the temporary return of host Toolz, to speak with Mavin Records CEO Don Jazzy and his latest signees, Cupid Season and Loving. Don Jazzy firmly rejected the notion that he had retired from talent discovery, stating one "can’t retire from your calling" given the numerous young artists who could benefit from the "amazing structure and experience that we have at Mavin". The conversation offered deep insight into the secretive, and expensive, process of becoming "Mavin activated".
Mavin’s talent identification process begins not with follower counts, but with consistency and "work rate". Don Jazzy explained that he looks for artists who don't "relent in the work," even if they have only "100 followers," because that demonstrates dedication and belief in their craft. Once identified, prospective signees must go through the rigorous Mavin Academy, designed to prepare them for long-term careers lasting "10 longer" years. A significant portion of this process—about "70%"—is dedicated to recording music. This intensity is strategic, as the CEO noted that once artists achieve fame, "they hardly find the time to enter the studio". For example, new signee Cupid Season has already recorded over 300 songs. The academy builds skills in live performance, helps artists "understand my sound", and demands a culture fit. The emotional commitment is high; Cupid Season's family moved from Port Harcourt to Lagos just so he would have a place to stay and "grind" his way into the music scene, putting immense pressure on him to succeed.
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Don Jazzy provided a stark reality check on the financial investment required to achieve international success. He estimated that the cost of pushing Rema's colossal hit "Calm Down" to its current standing—nearly 2 billion streams on Spotify—was approximately $4 to $5 million. He stressed that Mavin only pumps in this level of capital after a song demonstrates significant traction and promise globally, as "every market is different". In comparison, breaking two singles solely in Nigeria might cost around $300,000. Despite these massive figures, Don Jazzy maintained that such colossal successes are "anomalies," and the underlying "work" is what truly breaks an artist.
The CEO also addressed the need for diversity, acknowledging the low representation of female artists on the Mavin website. He assured the Bounce 89.1 FM listeners that Mavin currently has ladies in the academy and plans to unveil more female talent next year, provided they reach the required level of "readiness". Jazzy emphasized that the focus is always on building a career that lasts 10 to 15 years, not creating a "flash in the pan". The success achieved off platform, such as Ayra Starr's current press rounds and collaborations in New York to facilitate the "Afrobeats to the world" movement, proves the effectiveness of the Mavin structure. Ultimately, Don Jazzy concluded by reaffirming Mavin's commitment to its fans, promising not to "let you guys down" in the mission to "elevating young upcoming artists to the world".
