With the recent addition of three new acts to its already full house, Mavin Records is obviously attempting to create a lasting legacy that would be remembered long after its owners take a backseat and allow fresh talent run its affairs.
Rapper Poe, singer Johnny Drille and pop duo DNA Twins were announced to have signed up with the Don Jazzy-led Mavins.
They join Tiwa Savage, Dr Sid, D’Prince; the younger stars Korede Bello, Reekado Banks, Di’Ja along with the recently signed Iyanya.
Over the years, Don Jazzy has proved his ability to create stars out of both talented acts and the not so talented.
From the ashes of the practically burned down Mo’hits which he co-founded with then friend D’banj, he built Mavin Records by sheer brawn and a great load of genius.
The launch of the label created superstars from lesser known artistes at the time. It allowed Dr Sid blossom and turned Tiwa Savage to the biggest female artiste in the land.
To forestall the possibility of the older stars reaching a plateau and creating a lull in the music, he put his ears to the ground (or more correctly, to the internet) and signed Korede Bello, Reekado Banks and Di’Ja. They were fondly referred to as ‘Mavin 2.0‘.
And those ‘Don Jazzy kids’ have done well for themselves. Reekado has an album, Korede’s album is almost out and Di’Ja at least, is successful enough to be known – and loved – by fans. Without sounding immodest, they owe it all to the brilliance of Don Jazzy.
But as these things go, it is always important to add fresh blood to the roster. Recruiting Iyanya was a masterstroke to add a Zlatan to a team of Pogbas.
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Whether that would pay off remains to be seen – it’s been only three months since that move became official. Furthermore, it has been speculated that the Mavin 2.0 set are all out of contract and might (big might) walk away from the label (Highly unlikely but not impossible).
So like every smart record company does, Mavin went out and got new talent.
Poe’s reputation as a ‘bad ass’ rapper has been unquestioned. His wit and wordplay however has not delivered to him the success of, say, an Ice Prince.
Nigerian hip hop in recent years hasn’t enjoyed the success of pop and that has caused several rappers to switch lanes (even if it’s temporarily). Fans are eagerly waiting to see if the Don Jazzy factor will have a positive effect on Poe’s career or like Dr Sid before him, become a pop artiste.
Johnny Drille and DNA Twins are a different matter entirely. The three young men have some talent and there’s no shame in calling them upcoming artistes. Like everyone knows however, talent is never enough. Will they become the next big things in Nigerian music? Nobody knows.
What is known for sure is they will each have at least one hit. Don Jazzy will make sure of that. The future, as it is in every walk of life, is yet unknown.
Will the third injection of fresh talent into Mavin Records create starlets that will follow the successes of their predecessors and other Nigerian international stars?
We can’t wait to find out.