Don Jazzy shares the secret behind his artist discovery philosophy

Don Jazzy Reveals the Secret Behind Mavin Records’ Talent Discovery: “It’s About the Vessel, Not Just the Music”

Mavin Records founder and Afrobeats legend Don Jazzy has opened up about his unique approach to discovering and nurturing new talent one that goes far beyond musical ability or viral appeal.

In a new interview with RollingStone Africa published on Wednesday, October 29, 2025, the hitmaking producer explained that his scouting philosophy centers around what he calls “the vessel” the person behind the music. For Don Jazzy, an artist’s character, vision, and drive matter just as much as their sound.

“Sometimes you can feel when someone truly wants it,” he said, emphasizing that hunger and authenticity are the real keys to longevity.

Looking Beyond the Music

Don Jazzy revealed that before signing anyone to Mavin Records, he looks for a strong personality and a clear sense of purpose. He believes that talent alone isn’t enough an artist must also possess the discipline and emotional intelligence needed to navigate the ever-evolving music industry.

He also pointed out that each Mavin artist is chosen with care to ensure they fit into the label’s collaborative culture. “It’s not just about who can sing or who can make a hit,” he explained. “It’s about who can grow with the family.”

Trusting His Instincts

While Don Jazzy admits that no one can perfectly predict who will become the next superstar, he relies heavily on intuition. For him, talent discovery is an evolving process, one that often reveals an artist’s potential over time.

“Many artists don’t even realize how big they can be until the journey starts,” he noted.

Building Africa’s Next Generation of Stars

This people-first philosophy has been the backbone of Mavin Records’ success story. Under Don Jazzy’s leadership, the label has produced some of Africa’s most celebrated artists including Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr each embodying a blend of creativity, authenticity, and vision.

By prioritizing personality, purpose, and passion over quick fame, Don Jazzy continues to shape the next wave of Afrobeats superstars proving that in his world, it’s not just about making hits, but about nurturing the vessels who create them.