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From Instagram Freestyle To Global Stage: Don Jazzy Reveals Ayra Starr’s Rise
Renowned music executive, Don Jazzy, has revealed that his discovery and signing of Afrobeats star Ayra Starr to Mavin Records was a deliberate move to fill a gap in the Nigerian entertainment industry.....KINDLY READ THE FULL STORY HERE▶
Speaking on the Echo Room podcast, the Mavin boss explained that he had been actively searching for a young Afrobeats talent who could grow into a global teenage superstar. To achieve this, he reached out to contacts in universities, asking them to recommend promising singers. Among the Instagram profiles shared with him was Ayra Starr’s.
Don Jazzy recalled that what immediately caught his attention was a freestyle Ayra posted about drug abuse — a theme he noted was highly relevant to the realities facing Gen Z. The performance, he said, convinced him she was the star he had been looking for.
“I felt the industry needed it. For someone like Ayra, there was a clear space for a young Afrobeat teenage superstar from Nigeria to go global, and I wanted to be intentional about filling that gap,” Don Jazzy stated.
He revealed that after spotting her video, he reached out directly to Ayra via Instagram DM. When she didn’t respond immediately, he also contacted her brother, further cementing his determination to sign her.
According to him, Ayra’s raw talent and unique storytelling ability set her apart, making her the perfect fit for the vision he had in mind for the label.
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