In a revealing interview with Echo on September 29, 2025, the Mavin Records boss Don Jazzy shed light on a glaring gap he identified in the music industry the absence of a teenage Afrobeats icon capable of captivating the rapidly evolving Gen Z audience.
For years, Africa’s booming music scene has exploded with talent, yet Don Jazzy asserted that no young female artist had yet captured the unique energy and voice needed to lead that generation.
“I noticed a void,” Don Jazzy said. “There was this silence where a teenage Afrobeats superstar should have been.”
This industry oversight compelled him to take charge and hunt deliberately for fresh talent.
Scouting the Future through Social Media
Rather than relying solely on traditional scouting methods, Don Jazzy tapped into modern digital networks.
He instructed trusted contacts people he follows closely on social media to scour university campuses and online platforms for undiscovered singers.
Among countless submissions was Ayra Starr’s Instagram profile.
What stood out immediately was not just her vocal ability but a raw and socially conscious freestyle video Ayra Starr had posted.
The piece addressed drug abuse, a pressing issue plaguing many Nigerian youths.
Don Jazzy emphasized her focus resonated deeply with Gen Z, distinguishing her from lighter, less impactful artists.
This moment was a revelation for him. “That freestyle was more than performance; it was a message.
That’s what convinced me she was the one,” Don Jazzy admitted.
His knee-jerk industry instincts had finally pinpointed a star with not only talent but authenticity.
The Unexpected Road to Signing Ayra Starr
Despite Don Jazzy’s enthusiasm and direct outreach, Ayra Starr initially remained unresponsive.
The superstar producer reached out to her on Instagram, but the message went unanswered.
Undeterred, Don Jazzy took an unconventional step contacting Ayra Starr’s brother.
This indirect approach unlocked the door.
Soon after, Ayra Starr joined Mavin Records, setting off a career that would redefine the landscape of Afrobeats and inspire millions.
Industry Lags in Youth Representation
Don Jazzy’s confession raises a controversial spotlight on the current state of talent development in Nigeria’s music industry.
Why had such clear talent gone unnoticed for so long?
The industry’s failure to support diverse youthful voices and social narratives exposes disconnect and possible complacency.
Many question if outdated gatekeeping favors established artists, ignoring raw potential of rising voices shaped today.
Don Jazzy’s active search contrasts sharply with a passive industry at risk of falling behind the shifting tastes of younger generations.
Ayra Starr’s Rise: A Wake-Up Call
Ayra Starr’s discovery story serves as both a celebration and a critique.
On one hand, it’s a testament to the untapped wealth of talent blossoming across Nigeria’s youth strata, waiting for the right platform.
On the other, it’s a warning to industry stakeholders who must reckon with why a teenage star of her caliber wasn’t cultivated earlier.
Her music’s edgy Afrobeat rhythms and thoughtful message resonate authentically with Gen Z’s unique experiences.
This authenticity was missed by many until Don Jazzy’s keen eye intervened.
Social Media: The New Talent Hotbed
The narrative also underlines the power and, frankly, necessity of social media as a scouting tool in today’s entertainment ecosystem.
Traditional talent searches relying on auditions and industry contacts alone may no longer suffice.
Digital platforms provide a democratized, unfiltered view into emerging artists’ creativity and social relevance.
Others in the industry must ask themselves: Are we adapting fast enough, or are we still stuck in old paradigms that stifle fresh voices?
Lessons for Aspiring Artists and Managers
Ayra Starr’s journey shows aspiring artists must use social media smartly to showcase talent and meaningful stories.
It’s also a harsh reminder that even established industry players can overlook you unless you are strategically visible.
Music managers and producers have been delivered a clear message: Seeking talent requires proactive, multi-dimensional engagement.
Waiting passively for stars to emerge organically is insufficient in a fast-evolving market driven by youth culture and online trends.
A Critical Reflection on the Industry’s State
Don Jazzy’s candid revelations invite us to question broader structural issues in Nigeria’s entertainment world.
How many other talented young stars are silently struggling without access to the right platforms?
How many voices remain unheard due to outdated scouting and signing practices?
The industry’s sluggishness on youth representation ironically threatens the very growth it seeks.
Without innovation and reform, young Nigerian music fans risk alienation, seeking authenticity, relevance, and social engagement.
The Future Hinges on Change
The music industry must embrace youth, digital innovation, and social consciousness to keep Afrobeats authentic and global.
The responsibility lies with industry leaders to adopt a proactive, responsive approach rather than continue in passive complacency.
Otherwise, the next Ayra Starr might remain hidden and the industry will lose out on a generation’s voice.
