Why Don Jazzy Signed Ayra Starr: It Was a Global Strategy
Mavin Records boss, Don Jazzy (Michael Collins Ajereh), recently revealed the master plan behind signing Afrobeats sensation, Ayra Starr (Oyinkansola Sarah Aderibigbe).
Speaking in an interview on the Echo Room, the music mogul explained that his decision wasn’t just based on chance—it was a highly calculated move to fill a void in the global music scene.
Don Jazzy first spotted the 23-year-old artist on Instagram and was immediately captivated by her fresh, youthful vibe and authentic sound.
According to the producer, the industry was ripe for a specific kind of star: a young, teenage Afrobeats act with the potential to break through internationally.
“It just felt like the industry needed it,” he said. “For someone like Ayra, there is a space for a young teenage Afrobeat superstar from Nigeria that we want to ensure becomes global. So it was very intentional.”
Interestingly, Don Jazzy’s discovery was facilitated by a simple fan request. Before signing Ayra, he actually asked a young Gen Z follower to share the Instagram pages of talented kids in their school.
Ayra Starr’s page was among the accounts sent back, leading to her eventual signing.