Nigeria, 10th May 2021
Mavin, Africa’s biggest, and most influential, independent Afrobeats label, a growing global brand based at the heart of the culture in Lagos, Nigeria, celebrates its 9th year today by sharing its successful results, and plans for new talent programme Mavin Future Five.
Founded by creative visionary, producer, music exec, entrepreneur and philanthropist Don Jazzy in 2012, Mavin Records has had a meteoric growth to now lead the Afrobeats scene.
With the UK a key territory, Mavin already streams in 120 countries, with over 2.3 billion streams, a growing stable of artists, including biggest export Rema, whose tracks ‘Dumebi’, ‘Corny’ and most recently ‘44’ and Jae5’s ‘Dimension’, which he featured on alongside Skepta, have achieved huge global success, accruing over 80 million streams alone. Other priority artists include Ayra Starr, Ladipoe, Johnny Drille, Korede Bello and Crayon.
The unique, new talent leadership programme Mavin Future Five is one of the first of its kind in the Africa entertainment industry. With the programme, Mavin aims to develop and equip five 18-23 year old aspiring industry leaders with training, mentoring and internships in Digital, Artist Relations, New Business, PR & Promotions and Creative Marketing.
Mavin delivers 360 label services, as well as management, publishing, sync, production, strategic partnerships, with high profile collaborations in fashion, sport, design, live events and cross platform digital content. Through the year, Mavin has been building its artists through collaborations, features, marketing, promotion and content. Post pandemic, the label plans to make a major return with tours, live shows and merchandising. The five talented individuals who come through the Mavin Future Five programme, will join the label on its ambitious journey to grow and engage ever wider audiences into the scene.
For the remainder of 2021, Don Jazzy, with the support of COO Tega Oghenejobo and a talented label team, is masterminding plans for a UK and global album release for priority artist Rema, There will also be major global album launches for Ladipoe and Johnny Drille, as well as a new EP from afro-pop artist Ayra Starr.
Mavin’s founder Don Jazzy reveals that with the launch of the #MavinFutureFive programme, he is betting on the future growth and scaleability of the Afrobeats scene, creating structures for career progression for young people into the industry where previously there was a gap, by investing in bringing through next generation industry talent.
Don Jazzy said “What we have done in nine years is establish beyond doubt that the music business can thrive here in Africa and globally as a business and industry. With Mavin Global, we have replicated and surpassed past successes. From Mavin’s genesis from the respected Mo’ Hits era, we are birthing the Afrobeat superstars of the future. I’ve been here for a while and by growing Mavin Global over these nearly ten years, I have seen the industry in all its phases. One thing remains consistent though; the value placed on talent. At Mavin, our roaster boasts an abundance of this. We have young artists coming through and they are bringing with them, a fresher voice and newer dynamics. Yet the music business is more than just the sound of its artists. Our new talent development model, Mavin Future Five will be occupying the salient positions that make the music industry tick. I’m honoured and proud to launch the Mavin Future Five now to show our deep commitment to nurturing next-generation music industry talent. This is what our 9th Anniversary celebrates – the limitless potential of the future of Afrobeat.’’
Rema said “Just look around. The world is changing. Young people everywhere are doing amazing things and finding inspiration in one another and in those that came before them. I want to be a voice for my generation and inspire them through my sound to believe that we have a say in shaping the future. Mavin Records and Don Jazzy helped me amplify this desire – this dream. This label is a platform that keeps propelling me and my sound forward.’’
Ayra Starr said ‘’Mavin Records changed my life. Don Jazzy believed in my sound, even when I was not yet completely confident in it. The label choosing to believe in me despite having never made any previous record shows their commitment towards investing in and building the future of African music.”
Commenting on the Mavin Future Five project, Tega Oghenejobo, C.O.O of Mavin Global added “No matter how genius your potential is, everyone has to do their 10,000 hours. You need practice. There are young people everywhere in need of someone to believe in them. Here at Mavin, we are building structures for career progression where there is a gap in the market, and betting on the future of the scene, by bringing through those who will be in charge of it.”’
Ends.
About Mavin Future Five: Mavin is building a global music powerhouse and the Mavin Future Five will join the movement. The Mavin Future Five will be a quinary of the most curious, creative and proactive music enthusiasts. A 6-Month Internship program at Mavin Global will offer candidates mentorship from the best in the business, equipping them with valuable industry experience in the continent’s biggest music label. The program will soon announce the appointment of five young talents aged 18-23, who will be tasked with honing their music business skills via experiential learning. They will be filling the positions of Artists Relations Intern, Digital Intern, New Business Intern, Creative Marketing Intern, and Promotions and Publicity Intern. The five successful candidates will be announced soon.
