Mavin Records CEO Don Jazzy has opened up about the story behind discovering and signing rising Afrobeats sensation Ayra Starr.
In a recent interview, the music mogul explained that he first noticed Ayra Starr through her Instagram posts, immediately impressed by her talent and authenticity.
He shared that a young Gen Z contact had been asked to recommend musically gifted individuals from their school or social circle. Among the suggestions was Ayra Starr, whose freestyle video instantly grabbed his attention.
“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 said.
Don Jazzy revealed that after initially reaching out to Ayra Starr via DMs with no immediate reply, he eventually contacted her brother to establish communication. This step ultimately led to her joining Mavin Records.
Reflecting on the signing, he emphasized that bringing Ayra Starr on board was a deliberate choice, citing her originality, youthful energy, and strong connection with a new generation of music fans.
Since signing with Mavin in 2020, Ayra Starr has risen to become one of Nigeria’s leading female artists, gaining international acclaim with hit songs and earning nominations, including at the 2025 AFRIMA Awards.
