Don Jazzy’s 2023 spending on five Mavin artists: N170 Million

Nigerian music mogul, Don Jazzy, has reportedly spent a whopping $225,000 to produce and release songs for five artists signed to his Mavin Records label in the first quarter of 2023.

According to Nigerian music journalist Joey Akan, only seven songs were released during this period for the artists – Ayra Starr, Boy Spyce, Rema, Crayon, and Magixx.

Nigerian music journalist, Joey Akan provided a sketchy breakdown of how the money was spent on the songs.

Boy Spyce’s “Folake” reportedly cost $50,000 to produce, while Ayra Starr’s “Sability” reportedly cost $30,000. Other songs by the artists were said to have cost between $15,000 to $40,000.

Don Jazzy’s Mavin Records is known for producing some of the biggest music hits in Nigeria and is home to several successful artists. The label has also been credited with discovering new talents and helping them achieve success in the music industry.

Joey wrote; In the first quarter of 2023, Mavin Records have spent an average of $225,000 on dropping music for artists on their roster. The record label have released 7 records from 5 artists, with one from each artist worked through the system as a singles.

How? Why the high cost? Mavins started early. Boy Spyce charged out the gate with ‘Folake’ on January 25th. 2 weeks later, Ayra Starr’s “Sability” dropped on February 9.

Rema would come rushing in with “Holiday” and “Reason You,” barely 10 days later, on February 15. Elections were crucial business, so a month lay-off was ended with Crayon’s “The One.”

Magixx rounds off a busy quarter with “Colors” and “Royal.” Based on data I’ve collected from multiple records labels operating locally: The average going rate for established artists and records labels to work a single is $35,000.

This covers cost to work your song via radio, TV, digital marketing, influencer campaigns, clubs and DJs. Throw in the average $10,000 (not T.G Omori price o) music video cost, and it comes up to a cool $45,000 for a single campaign.

Mavins have 5 campaigns in the last 3 months, spending an average of $225,000 to work pop songs and dominate the charts with each release. Nearly $230,000 is cost of a full house, to work singles, and they’ve got it covered with V.C funding from Kupanda.

Nigerian music is capital intensive. Every step of the way is paved with billing, and each inch of real estate is carved from spending strategically. But, imagine how steep the playing field is. How the financial barrier of entry into the mainstream market is the number one obstacle to realising your dreams in music.

Without this war chest, upcoming artists are left with hope. Hope that one day, they’ll find a sponsor to foot this cost. Either via major label signing, or an individual’s deep pocket.


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