Popular music executive Don Jazzy has shared how financially draining it is to unveil a new Mavin Records artist. He recently revealed the steep investment needed to launch a new singer or rapper into the limelight.
Speaking during an appearance on the Echo podcast, the 41-year-old said that it actually costs between $100,000 and $300,000 to activate a new act under his label.
According to him, while an estimated N150 million to N500 million might sound excessive to sign a new artist, the sum is only the entry point for the artist’s first project.
He stated that while having a good song goes a long way in the Nigerian music industry, the track can still be unsuccessful without proper marketing.
“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.
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.
Don Jazzy further noted that Mavin focuses on building structures to improve an artist’s chances of success, including marketing, PR teams, research units and production staff.
He, however, concluded by saying that despite the quality structures in place to aid success, the artist’s passion is non-negotiable.
“If you want it more than the artist, it doesn’t really work. 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 added.
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