Mavin Records is Nigeria’s most influential Afrobeats record label, founded by Don Jazzy in Lagos in May 2012. The label built global superstars including Rema, Ayra Starr, Tiwa Savage, and Wande Coal through a structured talent development programme called the Mavin Artist Academy. Universal Music Group acquired a majority stake in Mavin in 2024 for an estimated $125 million, the largest acquisition deal in African entertainment history.
Mavin Records did not become Africa’s biggest music label by accident. Don Jazzy built a deliberate system: find raw talent on social media, train them privately for at least 18 months, and only launch them when they are ready. That system produced the first African-led song to hit 1 billion Spotify streams, a Grammy-nominated debut album, and a roster that headlines festival stages on every continent.
Mavin Records: Origin, Founder, and Headquarters
Don Jazzy, born Michael Collins Ajereh, founded Mavin Records in Lagos, Nigeria in May 2012. He launched the label immediately after the collapse of Mo’ Hits Records, which he had co-founded with D’banj in 2006. Mo’ Hits produced significant Nigerian music for 6 years but dissolved due to creative and personal tensions between the two co-founders.
Don Jazzy did not stop after Mo’ Hits ended. He started Mavin Records the same year with the artists from the old Mo’ Hits roster plus a major new signing: Tiwa Savage, whom he positioned as the label’s “First Lady.” The debut Mavin ensemble album, Solar Plexus, announced the label’s arrival in May 2012.
The label name itself carries meaning. A maven is an expert or authority in a specific field. Don Jazzy chose a name that projected mastery from the start, not just music production.
Mavin Records is headquartered in Lagos, Nigeria. It now operates as Mavin Global following its rebranding to reflect the label’s international ambitions. The label’s in-house studios are located in Lagos and are described by Don Jazzy as “world class,” designed to create an inspiring creative environment for artists.
The Mavin Artist Academy: How the Label Builds Superstars
Mavin Records builds superstars through its Mavin Artist Academy, a private development programme that keeps newly signed artists in training for a minimum of 18 months before any public release. This approach is not standard in the African music industry, where most labels launch artists quickly after signing. Mavin deliberately takes the opposite approach.
Don Jazzy designed the Academy after observing a recurring failure pattern across Nigerian music. Talented artists launched too early, before their craft was fully developed, and burned through public goodwill before they were ready to sustain a career. The Academy was a direct structural response to that problem.
Both Rema and Ayra Starr went through the Academy before releasing a single song publicly. Rema joined Mavin in 2019. Ayra Starr signed in 2020. Neither released music until Don Jazzy and his team confirmed they were fully prepared.
“After identifying these incredible talents, we have them in our academy for as long as it takes to prepare them for a debut.”Don Jazzy, Founder and CEO of Mavin Records, speaking to Music Business Worldwide
5 Core Areas the Mavin Artist Academy Covers
- Vocal and performance training: brings raw talent to a stage-ready standard before any public appearance or live show
- Studio immersion: develops recording discipline, songwriting skills, and a defined sound identity unique to each artist
- Media and press training: prepares artists for interviews, social media management, and public narrative control
- Industry education: covers recording contracts, royalties, publishing rights, brand partnerships, and the business of music in Nigeria and globally
- Roster bonding: builds creative and personal relationships between label artists, which produces collaborations and mutual career support
Mavin’s A&R Team and the World-Building Process
Rima Tahini Ighodaro serves as Senior Vice President of A&R and Creatives at Mavin Global, leading a 10-person A&R team. She is Lebanese-Sierra Leonean and guides what she calls “world-building” for each artist on the roster. Her team manages studio session setups, creative direction, collaboration strategy, and liaison between the label’s departments to maximise each artist’s potential.
Billboard profiled Ighodaro and described her role as central to the careers of both Rema and Ayra Starr. Rema reportedly came to her home to play her his completed album while she was on maternity leave, showing the closeness Mavin builds between A&R staff and artists.
How Don Jazzy Finds and Signs Artists
Don Jazzy scouts new talent primarily through Instagram and other social media platforms. He discovered both Rema and Ayra Starr this way. Rema came to his attention through social media posts showing raw talent. Ayra Starr was discovered after she posted a cover video with only about 5,000 followers on her account.
A stranger with no prior connection to Ayra Starr or Don Jazzy sent the clip to him. When she checked her phone hours later, his message read: “I love this video, come to the studio.” She later described it to Dazed magazine as a dream come true, noting that getting signed to Mavin had always been her goal because “when they sign you it means you are going to be a star.”
Beyond personal discovery, Don Jazzy actively crowd-sources talent tips. He has publicly asked Gen Z followers on social media to share Instagram handles of young promising talents in their schools and communities. This creates a distributed talent-scouting network across Nigeria.
Don Jazzy’s signing philosophy goes beyond musical ability. He stated in a September interview: “Beyond the music, I focus on the vessel, the person. I look at their personality, their hunger, their vision.” This explains why Mavin artists carry strong individual identities rather than interchangeable pop profiles.
Mavin Records Full Artist Roster: Current and Past
Mavin Records currently has 12 active signed artists spanning Afrobeats, alternative pop, rap, acoustic pop, and Afro-fusion. The label also has a track record of producing artists who go on to major independent careers after leaving.
Current Mavin Records Artists
| Artist | Year Signed | Genre | Key Achievement |
|---|---|---|---|
| Rema | 2019 (via Jonzing World) | Afropop / Trap | “Calm Down” first African-led track to surpass 1 billion Spotify streams |
| Ayra Starr | 2020 | Afropop / R&B | Grammy-nominated for “Rush”; most-viewed female Nigerian artist music video on YouTube |
| Ladipoe | 2017 | Hip-hop / Rap | Leading rap voice on the Mavin roster; “Feeling” ft. Benson Boone gained international reach |
| Johnny Drille | 2017 | Alternative Folk / Pop | Most distinct sonic identity on the roster; recognised for alternative Afropop artistry |
| Crayon | 2019 | Afropop | “Bami” and “Shoot Your Shot” built a strong pan-African streaming presence |
| Magixx | 2022 | Afropop / R&B | Self-titled debut EP praised for melodic depth and emotional storytelling |
| Bayanni | 2022 | Afropop | “Sake of Love” marked a strong debut signalling Mavin’s next generation wave |
| Boy Spyce | 2022 | Afropop | Part of Mavin’s long-term talent pipeline expansion post-UMG deal |
| Lifesize Teddy | 2023 | Afro-fusion | Gen Z-focused sound; newest major addition to the Mavin roster |
| DJ Big N | 2019 | DJ / Afro-house | In-house DJ and label brand ambassador |
Former Mavin Records Artists
| Artist | Period at Mavin | Reason for Departure | Current Status |
|---|---|---|---|
| Tiwa Savage | 2012 to 2019 | Signed exclusive global deal directly with Universal Music Group | Active solo global career; widely known as “Queen of Afrobeats” |
| Wande Coal | 2012 to 2016 | Departed after contract end; moved to independent releases | Active; respected elder statesman of Nigerian Afrobeats |
| Korede Bello | 2014 to 2020 | Mutual contract end; shifted toward gospel and inspirational music | Active; pivoting artistic direction independently |
| Reekado Banks | 2014 to 2018 | Left to found his own Banks Music record label | Active; runs Banks Music independently in Lagos |
| Dr SID | 2012 to 2016 | Transitioned out with the Mo’ Hits era roster | Reduced release activity; pursuing multiple ventures |
Rema and Ayra Starr: Mavin’s Two Biggest Success Stories
Rema and Ayra Starr are the clearest proof that the Mavin development system works. Both were signed as teenagers. Both completed the Mavin Artist Academy. Both became globally recognised Afrobeats stars without losing their Nigerian identity.
Rema: From Teenage Signing to 1 Billion Spotify Streams
Rema signed to Jonzing World, a Mavin Records subsidiary, in 2019 at 18 years old. Don Jazzy described him as “one of the young artists of his generation.” After completing the Artist Academy, Rema debuted with a self-titled EP that showcased his trap-influenced Afropop sound and distinctive vocal style.
His global breakthrough came with “Calm Down,” a song that the Selena Gomez remix turned into a worldwide phenomenon. The track reached No. 3 on the US Billboard Hot 100. It crossed 1 billion Spotify streams, making it the first African-led track to achieve that milestone. The song held its position on the US Billboard Afrobeats Songs chart for 58 consecutive weeks.
Rema also became the youngest Afrobeats act to sell out the O2 Arena in London at 20,000 capacity. His album HEIS won Album of the Year and Best Male Artist at the Trace Awards. He headlined the HEIS World Tour across multiple continents and played stadiums including a sold-out Red Rocks Amphitheatre performance.
Ayra Starr: From 5,000 Followers to Grammy Nomination
Ayra Starr had fewer than 5,000 Instagram followers when Don Jazzy messaged her to come to the studio. She signed to Mavin in 2020 at age 18. Her self-titled debut EP, released in January 2021, produced the hit “Away,” which topped charts across Africa and announced her as a major new voice in Afropop.
Her 2022 album 19 and Dangerous established her as Nigeria’s leading young female Afrobeats artist. Her single “Rush” became a global TikTok viral hit with hundreds of millions of streams across all platforms. The “Rush” music video became the most-viewed music video by a female Nigerian artist on YouTube. The song earned a Grammy nomination for Best African Music Performance at the first-ever ceremony for that category.
Don Jazzy explained the signing to the Echo Room podcast: “It just felt like the industry needed it. For someone like Ayra, there is a space for a young teenage Afrobeat superstar from Nigeria that we want to ensure becomes global. So it was very intentional.”
Ayra Starr’s sophomore album features an international assembly of collaborators including Seyi Vibez, Asake, Brazilian pop star Anitta, American R&B singer-songwriter Coco Jones, and Giveon.
The Mavin Records and Universal Music Group Acquisition
Universal Music Group acquired a majority stake in Mavin Global in February 2024, completing the largest acquisition deal in African entertainment history. The deal came through a competitive bidding process managed by investment bank Shot Tower Capital. TPG Growth, which had held the majority stake since its 2019 investment via Kupanda Holdings, fully exited the business.
Deal Value and Company Valuation
The acquisition price was approximately $125 million, with Mavin’s total company valuation reported between $150 million and $200 million. Exact terms were not publicly disclosed. Kupanda Capital retained a minority stake and continues as a strategic adviser to the label.
UMG Chairman and CEO Sir Lucian Grainge personally announced the deal. He stated: “Mavin’s brilliant artists have been catalysts in the transformation of Afrobeats into a global phenomenon and we’re thrilled to welcome them into the Universal Music Group family.”
The valuation reflects more than streaming revenue alone. It captures Mavin’s brand equity, its proven Artist Academy development model, its talent pipeline, its pre-existing UMG distribution relationships through Rema and Ayra Starr, and its position as the most recognised African music label globally.
What Changed and What Stayed the Same After the UMG Deal
Mavin retains full creative autonomy and strategic independence under the UMG majority ownership. Don Jazzy remains founder and CEO. Tega Oghenejobo remains Chief Operating Officer. The label continues to operate from Lagos, Nigeria. UMG provides global infrastructure, including marketing reach, international distribution, sync licensing access, and connections across its label network including Interscope, Republic Records, and Virgin Music.
Rema’s distribution history shows how the UMG relationship worked even before the formal acquisition. The original “Calm Down” was distributed by Virgin Music. The Selena Gomez remix was licensed to Interscope. That same infrastructure now applies to every artist on the Mavin roster.
Ayra Starr already had a deal in place with Republic Records before the acquisition. This pre-existing relationship made the UMG acquisition a natural strategic consolidation rather than a sudden shift.
Two Key Programmes UMG Highlighted in the Acquisition
UMG named 2 specific Mavin programmes as strategic priorities in its acquisition announcement:
- Mavin Artist Academy: the private talent development programme that trains new artists in music, performance, and industry skills before any public launch, while building creative connections within the roster
- Mavin Executive Leadership Programme: a training initiative developing the next generation of music industry professionals across Africa, positioning Mavin as an institution rather than just a record label
Mavin Records Timeline: Every Major Milestone
Mo’ Hits Era (2006 to 2012): Don Jazzy co-founds Mo’ Hits Records with D’banj. The label produces major Nigerian hits but dissolves in 2012 over creative differences.
Mavin Launch (2012): Don Jazzy immediately launches Mavin Records. Debut ensemble album Solar Plexus features Tiwa Savage as “First Lady,” plus Wande Coal and Dr SID. The album introduces Mavin’s sonic identity to Nigeria.
Roster Expansion (2014 to 2016): Mavin signs Korede Bello and Reekado Banks. Korede Bello’s “Do Like That” becomes a pan-African hit. The label builds its first post-launch generation of stars.
Tiwa Savage Departure and First Investment (2019): Tiwa Savage exits to sign directly with UMG. Rema joins via Jonzing World subsidiary. Mavin secures a multi-million dollar investment from Kupanda Holdings, a joint venture between Kupanda Capital and TPG Growth. This investment funds global expansion plans.
Pandemic and Ayra Starr Era (2020 to 2021): COVID-19 halts live concert revenue globally. Kupanda Holdings injects additional capital to sustain operations. Ayra Starr signs at 18. Her debut EP launches strongly in early 2021.
Global Breakthrough (2022 to 2023): Rema’s “Calm Down” remix with Selena Gomez crosses 1 billion Spotify streams, the first African-led track to do so. Ayra Starr’s “Rush” earns a Grammy nomination. Mavin expands the roster with Bayanni, Boy Spyce, and Lifesize Teddy to build the next talent pipeline.
UMG Acquisition (2024): Universal Music Group acquires a majority stake in Mavin Global for approximately $125 million. TPG fully exits. Don Jazzy and Tega Oghenejobo retain leadership with full creative autonomy.
Current Phase: Rema continues the HEIS World Tour. Ayra Starr releases her sophomore album with international collaborators. Mavin’s Executive Leadership Programme trains the next generation of African music business professionals across Nigeria.
Mavin Records vs Other Nigerian Record Labels
| Label | Founded | Founder | Top Artists | Standout Achievement |
|---|---|---|---|---|
| Mavin Records | 2012 | Don Jazzy | Rema, Ayra Starr, Ladipoe | Largest African label acquisition ($125M+ UMG deal); first 1B-stream African-led track via Rema |
| YBNL Nation | 2012 | Olamide | Asake, Fireboy DML, Lil Kesh | Launched Asake who headlined Madison Square Garden and the O2 Arena |
| Starboy Entertainment | 2013 | Wizkid | Wizkid, Terri, Spotless | Wizkid became first African artist in Spotify Billions Club via Drake’s “One Dance” |
| 30BG / OBO Nation | 2011 | Davido | Davido, Peruzzi, Yonda | Davido sold out all 20,000 seats at Madison Square Garden |
| Chocolate City | 2005 | Audu Maikori | M.I. Abaga, Blaqbonez, Dice Ailes | Nigeria’s longest-running independent record label with 20+ years of operation |
Mavin Records Key Facts at a Glance
- Full name: Mavin Global (formerly Mavin Records)
- Founded: May 2012
- Founder and CEO: Don Jazzy (Michael Collins Ajereh)
- COO: Tega Oghenejobo
- SVP of A&R: Rima Tahini Ighodaro
- Headquarters: Lagos, Nigeria
- Current owner: Universal Music Group (majority stake)
- Minority investor: Kupanda Capital
- Acquisition value: approximately $125 million
- Company valuation range: $150 million to $200 million
- Active artists on roster: 12
- Biggest streaming milestone: Rema’s “Calm Down” surpassed 1 billion Spotify streams
- Grammy nominations: Ayra Starr nominated for Best African Music Performance for “Rush”
- Predecessor label: Mo’ Hits Records (2006 to 2012)
- Artist development model: Mavin Artist Academy (minimum 18 months private training pre-debut)
Frequently Asked Questions About Mavin Records
Don Jazzy, whose full name is Michael Collins Ajereh, founded Mavin Records in Lagos, Nigeria in May 2012. He launched it immediately after Mo’ Hits Records dissolved. Don Jazzy serves as founder and CEO. Tega Oghenejobo joined as COO and serves as his key operational partner in running the label day to day.
Universal Music Group holds a majority stake in Mavin Records following an acquisition completed in 2024. The deal was valued at approximately $125 million, with the total company valuation between $150 million and $200 million. Don Jazzy and Tega Oghenejobo continue to lead the label with full creative independence. Kupanda Capital retains a minority stake as a strategic adviser.
Mavin Records’ current roster includes Rema, Ayra Starr, Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boy Spyce, DJ Big N, and Lifesize Teddy. Past artists include Tiwa Savage, Wande Coal, Korede Bello, Reekado Banks, and Dr SID. The label currently carries 12 active signed artists across Afrobeats, rap, alternative pop, and Afro-fusion.
Mavin develops artists through the Mavin Artist Academy, a private programme requiring a minimum of 18 months of training before any public release. The Academy covers vocal training, studio recording, media skills, music business education, and roster bonding. Both Rema and Ayra Starr completed the Academy before their debut releases. The A&R team, led by SVP Rima Tahini Ighodaro, guides each artist’s creative world-building process with a dedicated team of 10 professionals.
UMG acquired Mavin Global because of its proven artist development system, its dominant position in African music, and the global commercial success of Rema and Ayra Starr. UMG Chairman Sir Lucian Grainge described Mavin’s artists as “catalysts in the transformation of Afrobeats into a global phenomenon.” The deal gave UMG full access to Mavin’s talent pipeline, its Artist Academy model, and a majority stake in the fastest-growing music market on the planet.
Rema signed to Jonzing World, a Mavin Records subsidiary, in 2019 at age 18. Don Jazzy discovered him through social media posts that showed clear raw talent and a distinctive sound. After completing the Mavin Artist Academy’s development programme, Rema debuted with a self-titled EP. He went on to record “Calm Down,” which became the first African-led song to cross 1 billion Spotify streams.