Music executive and Mavin Records founder Don Jazzy has given insight into the financial investment involved when signing a new artiste. In a recent interview, he said it costs between ₦50 million and ₦100 million naira in a year to onboard and develop fresh talent under his label. 

He explained that this covers more than just the initial signing. There is a rigorous selection process, studio time, song production, branding, marketing and promotion. Building a fan base and handling logistics when releasing songs also factor in. 

Don Jazzy added that part of the investment includes careful timing of music releases so they don’t clash with big names who might be putting out music at the same time. He said that an artiste has to demonstrate both talent and readiness before the full investment kicks in. 

What This Means for Upcoming Acts

For upcoming artistes, the numbers shared by Don Jazzy underline the reality of what it takes behind the scenes. He said not everyone who reaches out can be signed because of the cost and the need for thoughtful planning. Talent is one part of it. The readiness, consistency, and ability to sustain momentum are also essential. 

Investing such amounts reflects Mavin’s commitment to quality and longevity for artistes under their label. It gives some clarity to what people often describe as “lucky breaks” — a lot of work and money go into what looks effortless from the outside.