Renowned Nigerian music mogul, Michael Collins Ajereh, widely recognized as Don Jazzy, has candidly shared the six prerequisites he looks for before welcoming emerging artists into Mavin Records.
During a recent interview, the musician elaborated on the crucial aspects he considers when selecting talents for his esteemed record label.
undiscovered potential, recently discussed his six criteria for signing musicians from a creative perspective.
Don Jazzy admitted that in the past, he didn’t consider social media knowledge as a crucial quality, but over time, it has become one of the primary traits he looks for in performers. Alongside this, he emphasized the importance of age, mannerisms, character, diligence, skill, and due diligence as essential factors in his assessment.
According to Don Jazzy, young people play a significant role in driving the market because they are more engaged in the culture and actively support and promote artists on social media.
From his perspective, a successful artist is someone who not only influences their immediate family but also extends their positive impact to their broader family circle.
Don Jazzy believes that a crucial aspect of signing new musicians lies in assessing their ability and character, further highlighting their significance in the music industry.
In his words;
“Once upon a time I wouldn’t think of signing an artist that is social media savvy but now I kind of want to put it at the beginning of my list.
Talent, due diligence, mannerism, character, age at the moment is kind of important as well. The people that move the market are the young ones because the older guys are busy making money for the family and are worried about their family. They don’t care about helping you to go and stream or watching your social media to know when you post but the young guys are still much into the whole culture.”