Nigerian music entrepreneur, Don Jazzy has said making a new musician popular requires a significant amount of money, perhaps hundreds of thousands of dollars.
The Mavin Records founder stated on the Echo podcast recently that it currently costs between $100,000 and $300,000 to “activate” a new artist under his company.
He claims that this number only accounts for the initial stages of an artiste’s career.
“To activate and launch a new Mavin talent? At the moment, about a minimum $100,000 or then to $100 to $300,000 in that bracket,” he explained.
Don Jazzy further explained why such a huge budget is important, noting that the success of an artiste in the industry is a mix of creativity, marketing, and connection with fans.
“It’s never just one thing. You can have a great song, but if it’s not marketed properly, it won’t work. At the same time, you can spend a lot of money, but if people don’t connect with it, they don’t connect,” he said.
He added that Mavin Records has put in place systems throughout the years to provide its signees a better chance of success.
These include production teams, research groups, marketing and public relations departments, and other support systems that enable an artist to compete both domestically and globally.
Don Jazzy emphasized that an artist’s desire for success cannot be satisfied by wealth or formality.
“If you want it more than the artiste, it doesn’t really work,” he said, adding that true greatness requires not just passion but also study and preparation.
“Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson,” he stated.
Mavin Records is home to musicians like Rema and Ayra Starr.
"$100,000 to $300,000"
Don Jazzy reveals how much it costs to activate a new Mavin Records artiste. pic.twitter.com/jLBiOfEapO
— @𝗼𝗻𝗲𝗷𝗼𝗯𝗹𝗲𝘀𝘀𝗯𝗼𝘆 (@OneJoblessBoy) September 26, 2025
