How I Found Ayra Starr Through Instagram Videos – Don Jazzy
Kehinde Adeleye
Mavin Records boss, Don Jazzy, has revealed how he discovered fast-rising Afrobeats star Ayra Starr, recounting the intentional steps that led to her signing.
Speaking in a recent interview, Don Jazzy explained that he first stumbled on Ayra Starr’s Instagram page after asking a Gen Z contact to recommend young talents from their school and social circles. The contact sent him several Instagram accounts, including Ayra Starr’s.
According to him, what stood out was a freestyle video Ayra Starr posted, where she touched on themes relevant to Gen Z struggles. Don Jazzy said her youthful energy and lyrical depth convinced him that she could fill a unique gap in the Afrobeats industry.
“For somebody like Ayra, there was a space for a young teenage Afrobeat superstar from Nigeria that we wanted to make sure becomes global. So it was very intentional,” he said.
The Mavin Records founder revealed that he reached out to Ayra Starr via direct message, but she did not respond immediately. He later contacted her brother to facilitate communication, which eventually led to their connection.
Don Jazzy noted that while some may view his approach as unconventional, it reflected his belief that the industry needed a fresh female Gen Z voice with global potential.
Since joining Mavin Records in 2020, Ayra Starr has grown into one of Nigeria’s biggest music exports, earning international recognition with hits like “Rush” and becoming a face of the new Afrobeats generation.
