Mavin Records CEO Don Jazzy has revealed the story behind discovering the rising Afrobeats star Ayra Starr, explaining what first drew him to her talent.
In a recent interview, Don Jazzy said he first noticed Ayra Starr through her Instagram posts, where her raw energy and authenticity immediately stood out.
He explained that a young Gen Z contact had been asked to recommend musically gifted individuals from their school or community. Among the suggestions was Ayra Starr, whose freestyle video captured his attention instantly.
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“The context of the video was so raw and unique to Gen Z experiences. I felt the industry needed that kind of voice. There was space for a teenage Afrobeat superstar who could go global, and Ayra fit perfectly,” he said.
Don Jazzy also recounted that after initially sending her a direct message without a response, he reached out to her brother to establish contact. That step ultimately led to her joining Mavin Records.
Commenting on the decision to sign her, Don Jazzy highlighted that it was intentional, noting her originality, youthful energy, and remarkable ability to connect with a new generation of music fans.
After signing with Mavin in 2020, Ayra Starr has become one of Nigeria’s most prominent female artists, achieving international acclaim with hit tracks and earning nominations at major award events, including the 2025 AFRIMA Awards.
