Mavin Records boss, Don Jazzy, has opened up on how he discovered and signed fast-rising Afrobeats sensation, Ayra Starr, to his record label.
In a recent interview, the music executive revealed that he first came across Ayra Starr’s Instagram posts and was struck by her talent and authenticity.
According to Don Jazzy, he had asked a young Gen Z contact to share pages of people with musical talent within their school or social circle. Among the suggestions was Ayra Starr’s page, which featured a freestyle video that immediately caught his attention.
The context of the video was so raw and unique to Gen Z experiences. I felt the industry needed that kind of voice. There was space for a teenage Afrobeat superstar who could go global, and Ayra fit perfectly, he explained.
Don Jazzy revealed that after sliding into her DMs without an immediate response, he eventually reached out to her brother to facilitate communication. That connection paved the way for Ayra Starr to join Mavin Records.
Reflecting on the decision, he noted that signing Ayra Starr was intentional and strategic, given her youthful energy, originality, and ability to connect with a new generation of music lovers.
Since joining Mavin in 2020, Ayra Starr has become one of Nigeria’s most prominent female artistes, earning international recognition with chart-topping hits and award nominations, including the 2025 AFRIMA Awards
