Don Jazzy has revealed how signing Ayra Starr to Mavin Records was a deliberate move to fill a missing piece in the Afrobeats scene.
Speaking on the Echo Room podcast, the music mogul explained that he had been on the lookout for a young talent who could connect with Gen Z audiences and represent Nigeria on a global stage. During his search, he reached out to contacts in universities, asking them to recommend promising singers. Among the names and Instagram handles he received, Ayra Starr stood out.
What caught his attention most was a freestyle she posted about drug abuse — a bold and relevant theme that reflected the struggles of her generation. Don Jazzy said the performance instantly convinced him she was the one he had been searching for.
“It felt like the industry needed it,” he shared. “There was space for a young teenage Afrobeats superstar, and I wanted to make sure that space was filled intentionally.”
Recalling how it happened, Don Jazzy said he first messaged one of the young women he followed online, asking if she knew talented singers within her school circle. She sent him a list of Instagram pages, and though he kept an eye on a few, Ayra’s video left the strongest impression.
Her honesty and presence in that freestyle were enough to push him to reach out directly — even though she didn’t reply immediately. Eventually, he connected with her through her brother, and the rest became history.
Today, Ayra Starr has grown from that Instagram discovery into one of Afrobeats’ brightest global stars, proving Don Jazzy’s instincts right.
