Mavin Records boss, Don Jazzy, has opened up on how he discovered and eventually signed Afrobeat sensation Ayra Starr.
In a recent interview, the music executive revealed that his first encounter with Ayra Starr was through her Instagram posts.
Her post caught his attention because of her unique sound and potential.
According to Don Jazzy, he was deliberate about finding fresh talent from the younger generation.
Also, he reached out to a Gen Z follower, asking if there were promising singers within their school or circle of friends.
The contact responded by sending him a list of Instagram pages, one of which belonged to Ayra Starr.
He explained that after monitoring her content online, he came across a freestyle video that particularly impressed him.
The performance, he said, reflected the Gen Z experience in a way that was lacking in the Afrobeat space at the time.
“I felt there was a need for a young teenage Afrobeat superstar who could connect globally, and Ayra fit perfectly into that space,” Don Jazzy noted.
Although Ayra initially did not respond to his direct messages, Don Jazzy also reached out to her brother after noticing their close bond on social media.
Eventually, this opened the door for further communication, leading to Ayra Starr joining Mavin Records.
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Today, Ayra Starr has risen to become one of the most successful young Afrobeat stars from Nigeria
