When you think of Nigerian record labels with excellent output, Mavin Records is one of the first names that come to mind. Mavin has helped carry Afrobeats to the worldwide stage. With big names like Rema and Ayra Starr, it\u2019s no small wonder what the secret to their success is.<\/p>\n\n\n\n
In this maiden edition of #LearnwithSelar, a biweekly publication that gleans creator and business-focused insights from real-life case studies, join us as we delve into Mavin Records and some key qualities that make them stand out from their peers, as well as practical lessons creators can learn from the record label and implement in their own creative pursuits. <\/p>\n\n\n\n
What makes them stand out? Let’s delve in. <\/p>\n\n\n\n
We can all agree that the artists in the Supreme Mavin Dynasty (SMD) are hitmakers. From Rema\u2019s Calm Down<\/em> to Crayon\u2019s Ijo Laba Laba<\/em>, and even Mavin All Stars anthem Won Da Mo<\/em>, the ability to transform lyrics and sounds into unforgettable tunes appears effortless with them. But how do they do this? It surely isn\u2019t an overnight process. The artists have undergone a refining process to get to where they are now.<\/p>\n\n\n\n Don Jazzy, founder and CEO of Mavin Records, likened the process of artistic development to the fictional X-Men program in a recent interview.<\/a> He said, \u201cIt\u2019s not something that people can apply for. It\u2019s like X-Men. Xavier has to go and reach out to you and say: \u2018I see that you have this superpower. How about you come and join the academy?\u2019\u201d<\/p>\n\n\n\n This process allows for quality selection and great training. The artists get to really hone their art in the academy. They work on their style, delivery, vibe, personality, and everything that would make them successful artists. So when a \u2018Mavin Activated\u2019 artist makes their debut, you can be sure that they have dedicated hours to honing their talents and skills, and it\u2019s going to be a hit.<\/p>\n\n\n\n For much of its existence, Mavin Records has been self-actualized. The label didn\u2019t really conform to Western practices or standards, and Don Jazzy did not consider partnerships. However, this changed in 2019 when Kupanda Holdings, a joint venture between Kupanda Capital and TPG Growth, made a multi-million dollar investment<\/a> into the record label.<\/p>\n\n\n\n What did this do for Mavin Records? First, the investment gave them much of the capital required to run the label more effectively. They could hire more staff, upgrade their equipment, and do all they needed to better equip their blossoming artists.<\/p>\n\n\n\n Furthermore, it allowed them to stand toe to toe with Universal Music, Warner, Atlantic, and other major global labels when they started flooding the market. Clearly, the partnership has paid off as recent news<\/a> suggests that some of these labels are considering investing or outrightly buying the company. This goes to show just how well and how far partnering strategically has helped the label grow. <\/p>\n\n\n\n Artistic development would not be possible without the wonderful staff who work at Mavin Records. \u201cBeing able to read and understand people, the ability to be patient in times of crisis, all those things are very important,\u201d Don Jazzy shared when talking about his team.<\/p>\n\n\n\n The care taken in the selection process leads to strong bonds between the artists and the staff. It helps the artists grow into the best versions of themselves with the supervision and guidance of competent, emotionally intelligent people.<\/p>\n\n\n\n Of course, one cannot talk about Mavin Records and their massive success without mentioning their careful, data-driven marketing moves that put their artists on the line of success. <\/p>\n\n\n\n2. Great Partnerships<\/h4>\n\n\n\n
3. Incredible TeamWork<\/h4>\n\n\n\n
4. Strategic Marketing <\/h4>\n\n\n\n