Mavin Records founder Don Jazzy has revealed that in talent scouting, he prioritizes an artist’s character and vision over sheer musical ability, describing it as investing in the “vessel” behind the music.
In an interview with RollingStone Africa, the producer emphasised evaluating personality, hunger, and cultural fit before signing anyone to the label.
He explained that while predicting breakout success is impossible, instinct often signals genuine drive.
Artists, he added, frequently underestimate their own potential until growth unfolds over time.
“Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision. At Mavin, we also pay attention to how well they’ll fit into our culture.
“You can’t always predict who will blow up, but sometimes you can feel when someone truly wants it. Many don’t realize how big their dreams can get until time unfolds,” he said.
Don Jazzy stressed alignment with Mavin’s collaborative ethos, noting that every addition to the roster is vetted for long-term compatibility.
The strategy has fueled the label’s track record, launching global acts like Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr.
