Mavin Records founder Don Jazzy has shed light on the huge financial commitment required to launch a new artist in today’s music industry.
Speaking on the Echo Podcast, posted on X on Sunday, the 41-year-old producer disclosed that breaking an artist under his label demands a budget running into hundreds of thousands of dollars.
“To activate and launch a new Mavin talent? At the moment, about a minimum $100,000 or then to $100 to $300,000 in that bracket,” he revealed.
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He clarified that the figure only covers an artist’s debut project and is just the starting point.
“It’s never just one thing,” he explained. “You can have a great song, but if it’s not marketed properly, it won’t work. At the same time, you can spend a lot of money, but if people don’t connect with it, they don’t connect.”
Don Jazzy went on to highlight the systems Mavin Records has put in place to increase an artist’s chances of success, including dedicated marketing and PR teams, research departments, and production staff.
He further emphasised that the drive of the artist remains the most important factor.
“If you want it more than the artist, it doesn’t really work,” he said. “Some people have the vision, but the great ones also do the research. If you say you want to be like Michael Jackson, you have to study why Michael Jackson became Michael Jackson.”
Reflecting on his journey, Don Jazzy recalled the challenges he faced after the split of Mo’Hits Records in 2012.
He admitted that the rising costs of running a label almost made him quit the industry, but he decided to stay the course, eventually building Mavin Records into a powerhouse now home to global stars such as Rema and Ayra Starr.
