Don Jazzy Says It Takes Up to $300,000 to Launch a New Artist Under Mavin
In a recent appearance on the Echo podcast, music producer and Mavin Records head Don Jazzy revealed that the cost of launching a new artist under his label can range from $100,000 to $300,000, a sum equivalent to roughly ₦150 million to ₦500 million.
He emphasized that this is only the minimum investment required just to kick-off an artist’s first project. According to Don Jazzy, many components factor into the cost: marketing, public relations, research, and production teams must all be in place for the project to have a chance of success.
“Even if you have a great song, if it isn’t marketed properly it won’t work,” he stated. He also added that even a large budget is no guarantee of success if listeners don’t connect with the artist’s music.
Reflecting on his own journey, Don Jazzy recalled that after the dissolution of his former label Mo’Hits in 2012, he almost abandoned the business due to escalating costs. Nevertheless, he persisted and eventually founded Mavin Records, which today is home to talents such as Rema and Ayra Starr.
He also advised aspiring artists to pair passion with diligence, noting that “if you want it more than the artist, it doesn’t really work.” He urged them to study the careers of icons—such as Michael Jackson, to understand the principles behind their success.