John Okoro
Afrobeats may be taking the world by storm, but according to Nigerian music mogul Don Jazzy, the genre is still in its infancy compared to internationally established musical styles.
The Mavin Records founder emphasized that the African music landscape continues to evolve rapidly, with industry players constantly adapting to new trends and market demands.
The Grammy-nominated producer revealed how promotional budgets have ballooned exponentially, citing examples of music videos that now command six-figure dollar budgets compared to more modest productions just a few years prior.
Known for his mentorship in the industry, Don Jazzy expressed his eagerness to learn from peers like Burna Boy about global touring strategies, while also drawing inspiration from business magnates like Aliko Dangote.
Sharing insights on his social media platform X, the music executive posted, “Our beloved Afrobeats remains a developing genre globally. We’re all still growing alongside this movement that keeps surprising us with its pace. Back in 2018, a 20 million naira video budget seemed excessive – today some artists invest $100,000+ in visuals.
“When industry leaders share their expertise – whether it’s Burna on stadium tours or Dangote on massive infrastructure projects – I listen carefully. And to upcoming artists and label owners, when we share our experiences running successful music businesses in Nigeria, pay attention – these lessons came through years of experimentation.”
Oluwaseun Adeyemi
