Nigeria's most celebrated producer DONJAZZY talks to Billboard about the future of the genre he helped popularize.
Don Jazzy — the Nigerian producer and CEO of Mavin Records, one of the biggest labels in Africa — started his music career the way many others did: in church. Born Michael Collins Ajereh, he began by playing the drums for his local church in the mid 90s and then eventually joined the choir as his repertoire grew to include other instruments.. “I always had a good ear for sound, always willing to learn. I became really good at my church.
“Armed with our knowledge and exposure to the quality of equipment used in the UK already, and inspired by our home and our people, we started Mo’Hits in 2004,” Don Jazzy says. “The rest, they say, is history.” “I won’t say I have a single particular recipe for relevance. However, the first thing you must recognize as a player in any industry is the fact that everything changes,” he shares. “This is a dynamic space. Everything is constantly evolving. As a person who wants to stay relevant, you must also learn to adapt and evolve. Your personality and role must be flexible and adaptable enough to thrive even as the scene shifts.
All of this makes working and investing in the music industry that much more difficult, requiring executives like Don Jazzy to work three times harder to get things done and build a foundation for the music industry. For people like Don Jazzy, streaming and the rise of the Internet might be the best thing to have happened to the African music industry.
When it comes to identifying hitmakers, the rulebook is a little different: “You look out for talent and a willingness to work and learn. You also look at how commercially viable the person is. Do they have a unique selling point? What makes them different from the other guy, you know? You look at their story. Self-belief is also important. Most upcoming artists will build a community.
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