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The producer, who has built one of Nigeria’s most successful record labels, said his habit of following young, stylish women online has often been misunderstood.
Mavin Records boss Don Jazzy has revealed that his active presence on social media, often joked about by fans, is part of a deliberate strategy to discover new music talent.
The producer, who has built one of Nigeria’s most successful record labels, said his habit of following young, stylish women online has often been misunderstood.
According to him, what appears to be casual scrolling is actually part of his talent-hunting process.
“People always say I follow plenty Gen Z baddies on IG, but that’s actually how I discovered Ayra Starr,” he said, explaining that he often asks young contacts to share the pages of talented friends.
Don Jazzy added that in some cases, he reaches out directly after spotting potential artists online, including messaging family members when necessary to make contact.
The Mavin boss, who has previously spoken about discovering artists through Instagram, said social media has become one of his most effective scouting tools in recent years.
He recalled how several of his signees were identified through online interactions, particularly among younger users whose content often signals raw talent before industry recognition.
One of his most notable discoveries remains singer Ayra Starr, who he found through Instagram before eventually signing her to Mavin Records.
Don Jazzy has repeatedly maintained that his approach to talent discovery is intentional, combining digital platforms with personal outreach to identify emerging stars early.
