Don Jazzy Reveals It Costs Up to $300,000 to Launch a New Artist Under Mavin Records
Don Jazzy has revealed that launching a new artist under Mavin Records costs between $100,000 and $300,000.
He stressed that beyond money, marketing, passion, and audience connection determine real success.
Mavin Records chief Don Jazzy has disclosed the significant financial commitment required to introduce a new artist to the music scene, estimating it at between $100,000 and $300,000 (₦150 million to ₦500 million).
Speaking on the Echo Podcast, the producer explained that the figure represents only the starting point for a new act’s first project. “To activate and launch a new Mavin talent? At the moment, about a minimum $100,000 or then to $100 to $300,000 in that bracket,” he said.
He stressed that launching an artist successfully is never about just one factor. While a great song is important, he noted that without proper marketing it can easily fail. On the other hand, heavy spending does not guarantee success if audiences don’t connect with the music. “It’s never just one thing,” he noted. “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.”
According to Don Jazzy, Mavin has built strong structures around its artists, from marketing and PR to research teams and production units, but passion still matters most. “If you want it more than the artist, it doesn’t really work,” he said. “Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson.”
He also reflected on his journey since the Mo’Hits era, admitting that the label’s breakup in 2012 almost made him leave the business. However, he chose to press on, leading to the birth of Mavin Records, which is now home to international stars like Rema and Ayra Starr.
