Don Jazzy is responsible for the careers of so many stars we’ve had in the music industry.
So much that it’s impossible to remove Don Jazzy‘s contribution to the formation of the new Afrobeats, from the history of the music industry.
That era of Mavin domination ended a long time ago, yes, but Don Jazzy didn’t stop working. He alongside his close associates has introduced more new artists to the industry and has even supported some independent artists, giving them the platform to become superstars.
First, it was Crayon, who was signed to BabyFresh’s Blowtime Entertainment. Baby Fresh is a long-time Mavin producer, but the way. Don Jazzy helped launch the career of Crayon and he’s doing well today.
In 2019, Don Baba J also assisted his brother D’Prince in launching his own imprint, which was an affiliate of Mavins, of course. That label, Jonzing World, gave us Rema. And now, Ruger.
All of these activities, although substantial, did not reflect Don’s plans for Mavin 3.0. I mean, he still had several artists on the platform.
There was Ladipoe, Jhnny Drille, and the DNA twins. But these guys were part of his previous pivot into a major label, years ago. It was only right that he introduced somebody new, somebody with a fresh sound. It happened to be a girl, Ayra Starr.
Her debut project was a self-titled five-track EP and it was released in January 2021. According to reports, she had been working on it for about a year. The EP was a major success. As successful as a new girl aided by Don Jazzy could get. “Ayra Starr” received generally positive reviews from critics.
The only issue fans had was the fact that she was being branded like another rising artist, Tems. As a matter of fact, she sounds like Tems, which got people asking if that was part of Don Jazzy’s strategy in signing her.
It does not matter. What matters is, how far can that get the girl? Pitching high, posing with swords and all of that other eccentric stuff, worked for Tems, because she was part of the alte gang that became popular in the late 2010s. Will it work for Ayra? I think not.
The branding may be important for Tems’ image, but for someone like Ayra Starr who has the platform, a huge label backing, and most importantly, funds to do whatever she wants, branding is nothing. People won’t just like you because you’re a copy of another girl.
Ayra has to impress with her music. “Away” was a good start for her, but is that a momentum she can keep, I wonder? Her new song, “Bloody Samaritan” will probably do well on the charts (Don Jazzy influence), but is that a worthy follow-up? Will that make her everyone’s favorite now? Nah, it’s bang average!
And if Don Jazzy likes he can pay a million influencers to promote her songs, but if she doesn’t impress with her music, I’m sorry she’ll just become another Di’ja.
Some fans swear she’ll get the Next Rated award, though. I think that’s just bizarre.
What do you think?