Don Jazzy Says Launching New Mavin Artiste Costs Up to $300,000

Music producer and Mavin Records boss Don Jazzy has revealed the hefty price tag attached to launching a new artiste under his label, estimating the cost between $100,000 and $300,000 (₦150 million to ₦500 million).

Speaking on the Echo Podcast, the 41-year-old explained that the investment covers far more than producing a hit song. According to him, marketing, promotion, research, and production structures are crucial to positioning artistes for success.

“It’s never just one thing,” he said. “You can have a great song, but if it’s not marketed properly, it won’t work. At the same time, you can spend a lot of money, but if people don’t connect with it, they don’t connect.”

Don Jazzy stressed that while Mavin provides the platform, the artiste’s drive remains essential. “If you want it more than the artist, it doesn’t really work,” he noted, urging upcoming acts to study the craft as deeply as they dream of fame.

Reflecting on his journey from the Mo’Hits era to building Mavin Records, home to stars like Rema and Ayra Starr, he admitted the rising costs once made him consider quitting. But his persistence eventually solidified Mavin’s place as one of Africa’s leading record labels.