Don Jazzy shares the secret behind his artist discovery philosophy

Mavin Records boss and Afrobeats icon, Don Jazzy, has shared rare insight into how he discovers and develops new talent, revealing that his approach goes far beyond the music itself.

In a new interview with RollingStone Africa published on Wednesday, October 29, 2025, the celebrated producer explained that he focuses on what he calls the “vessel”, the person behind the music, rather than just chasing viral hits or instant fame.

According to Don Jazzy, the first thing he looks for in any artist is who they are as a person, their character, vision, and drive. He believes that a strong personality and a clear sense of direction are just as important as musical ability. “Sometimes you can feel when someone truly wants it,” he said, emphasizing the importance of hunger and authenticity.

Don Jazzy also highlighted the need for cultural fit within the Mavin Records family, noting that every signing is carefully considered to ensure the artist aligns with the label’s values and collaborative spirit.

He admitted that predicting future stars isn’t always possible, but his instincts often guide him. He described talent discovery as a process that unfolds over time, adding that many artists don’t fully grasp how big their potential is until their journey begins.

This people-first philosophy has been the foundation of Mavin Records’ continued success, helping the label produce some of Africa’s biggest names, including Tiwa Savage, Reekado Banks, Korede Bello, Rema, and Ayra Starr.

By prioritizing personality, vision, and passion over quick fame, Don Jazzy continues to shape the next generation of Afrobeats superstars, one “vessel” at a time.

Don Jazzy on what he looks out for when discovering new talent beyond the music itself (Via RollingStone Africa):

— "Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision" pic.twitter.com/G4ZTuPZ4f6

Get Fresh updates from NotJustOk as they drop via X and Facebook

The post Don Jazzy shares the secret behind his artist discovery philosophy appeared first on NotjustOk.