Music executive Don Jazzy has revealed how he discovered and signed Afrobeats star Ayra Starr to his record label, Mavin Records.
In an interview with Echo, Don Jazzy, who leads one of Africa’s biggest record labels, said there was a gap in the industry for a teenage Afrobeats superstar, and he was actively searching for fresh talent to fill it.
He explained that he asked someone he followed to scout for promising singers in universities. Among the names and social media handles he received was Ayra Starr’s Instagram profile.
What caught his attention, he said, was a freestyle Ayra Starr had posted about drug abuse — a theme he found particularly relevant to the challenges facing Gen Z. That performance, Don Jazzy noted, convinced him that she was the talent he had been searching for.
The producer added that he initially reached out to Ayra Starr directly, but when she did not respond to his message, he contacted her brother instead.
Source:Africa Publicity
