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Mavin Records founder Don Jazzy has opened up about how he discovered and signed the fast-rising Afrobeats sensation Ayra Starr, giving fans a glimpse into the early moments that launched her into stardom. In a recent interview, the music executive explained that his first encounter with the young singer came through her Instagram posts, where he immediately recognized a rare combination of talent, authenticity, and originality.
According to Don Jazzy, the discovery was partly serendipitous. He had asked a young Gen Z contact to share pages of individuals within their school or social circle who had musical talent. Among the recommendations was Ayra Starr’s Instagram page. It was there that he stumbled upon a freestyle video that instantly captured his attention and left a lasting impression.
“The context of the video was so raw and unique to Gen Z experiences. I felt the industry needed that kind of voice. There was space for a teenage Afrobeat superstar who could go global, and Ayra fit perfectly,” Don Jazzy explained. His words reflect a keen understanding of the evolving music landscape and a recognition of the potential in young, emerging artists whose sound and style speak directly to their generation.
The path to signing Ayra Starr, however, was not entirely straightforward. Don Jazzy shared that his initial attempt to contact her via Instagram direct messages did not elicit an immediate response. Not one to give up easily, he then reached out to Ayra Starr’s brother, using the connection to facilitate proper communication. This crucial step paved the way for Ayra Starr’s eventual signing with Mavin Records and set the foundation for what would become an impressive career in Afrobeats.
Reflecting on his decision to bring Ayra Starr on board, Don Jazzy emphasized that the signing was both intentional and strategic. He noted that her youthful energy, originality, and ability to resonate with a new generation of music lovers were key factors in making her a perfect fit for Mavin Records. The executive’s insight highlights his ability to identify talent not just by skill but by the potential to connect with audiences on a deeper level, both locally and globally.
Since joining Mavin Records in 2020, Ayra Starr has rapidly emerged as one of Nigeria’s most prominent female artistes. Her career has been marked by a string of chart-topping hits and international recognition, culminating in nominations for prestigious awards, including the 2025 AFRIMA Awards. Her rise has been a testament to her talent, dedication, and the strategic mentorship provided by Don Jazzy and the Mavin team.
Don Jazzy’s recounting of Ayra Starr’s discovery sheds light on the often behind-the-scenes process of talent scouting in the music industry. It demonstrates how a combination of modern social media platforms, persistence, and industry experience can converge to identify the next generation of stars. For Ayra Starr, her Instagram freestyle video was the first step in a journey that would see her evolve from a promising teenager into a globally recognized Afrobeats powerhouse.
The story also underscores the broader dynamics of the Afrobeats scene, where young artists with fresh perspectives and a connection to Gen Z audiences are increasingly shaping the global music narrative. Don Jazzy’s ability to spot such talent early speaks to his continued relevance and influence as one of Africa’s leading music executives.
The discovery and signing of Ayra Starr by Don Jazzy exemplifies a blend of vision, strategy, and timing. Her journey from Instagram videos to international acclaim is a reflection of both her remarkable abilities and the guidance of an industry veteran who understood her potential from the very beginning.
Watch him speak below…
Don Jazzy tells the story of why and how he signed Ayra Starr. pic.twitter.com/dwjzMoQ7fV
— @𝗼𝗻𝗲𝗷𝗼𝗯𝗹𝗲𝘀𝘀𝗯𝗼𝘆 (@OneJoblessBoy) September 26, 2025
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