(DDM) – Nigerian music executive Michael Collins Ajereh, popularly known as Don Jazzy, has opened up on the story behind how he discovered Afrobeats star Ayra Starr and brought her into Mavin Records.
Diaspora Digital Media (DDM) gathered from his interview with Echo that Don Jazzy, who leads one of Africa’s most influential record labels, had been actively searching for a new face in the industry at the time.
According to him, he noticed a void in the Afrobeats scene for a young female superstar who could resonate with Gen Z audiences.
The Mavin boss revealed that he had asked one of his trusted contacts to scout fresh talent from Nigerian universities. Several names and social media handles were eventually forwarded to him, but one stood out, Ayra Starr’s Instagram profile.
What caught his attention, Don Jazzy recalled, was a freestyle video Ayra Starr had posted online.
The short clip centered on drug abuse, a theme he described as both socially relevant and particularly striking, given the rising concerns over substance use among Nigerian youths.
The raw passion in her performance convinced him instantly that she was the one he had been searching for.
The producer explained that he first reached out to Ayra Starr directly via Instagram, but his initial message went unanswered.
Undeterred, Don Jazzy later decided to contact her brother, who eventually facilitated the connection that led to her signing with Mavin Records.
Ayra Starr, born Oyinkansola Sarah Aderibigbe, signed with Mavin in 2020 at just 18 years old.
She quickly rose to fame with her debut self-titled EP and later consolidated her success with hit singles such as Away and Bloody Samaritan.
Within a few years, she became one of the most prominent female voices in Afrobeats, earning international recognition and touring globally.
Industry observers say Don Jazzy’s scouting approach once again highlights his reputation for identifying and grooming some of Nigeria’s biggest stars.
Over the years, Mavin Records has produced leading acts such as Tiwa Savage, Reekado Banks, Rema, and now Ayra Starr, cementing its legacy as a powerhouse in African music.
Don Jazzy emphasized in the interview that the search for new talent remains an ongoing mission for him and his label.
He noted that Nigeria’s music industry is brimming with undiscovered potential, and Mavin Records will continue to provide platforms for young stars to thrive.
Ayra Starr’s success story, he added, should inspire aspiring artistes to remain consistent with their craft, as even a simple Instagram post could change the course of their careers.
The post Don Jazzy reveals how he discovered and signed Ayra Starr to Mavin Records
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first appeared on Diaspora Digital Media DDM.
