Mavin Records founder, Don Jazzy, has disclosed that when scouting for new talent, he prioritises the artist’s character, mindset, and long-term vision over raw musical ability, describing his approach as investing in the “vessel” behind the music.
Speaking in an interview with RollingStone Africa, the award-winning producer explained that personality, ambition, and compatibility with Mavin’s culture are key considerations before signing any artist.
According to him, while predicting who will become a breakout star is nearly impossible, his instincts often help him identify those with genuine determination and passion for success.
“Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision. At Mavin, we also pay attention to how well they’ll fit into our culture. You can’t always predict who will blow up, but sometimes you can feel when someone truly wants it. Many don’t realize how big their dreams can get until time unfolds,” he said.
Don Jazzy further highlighted the importance of ensuring that every artist aligns with Mavin’s collaborative spirit, noting that compatibility within the label’s structure is crucial for long-term success.
The producer credited this philosophy for the label’s consistent success in nurturing globally recognised acts such as Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr.
