Don Jazzy Ayra Starr story: Mavin boss recalls finding the singer on Instagram and signing her for her raw talent and Gen Z authenticity

In a recent interview, Don Jazzy revealed that he first came across Ayra Starr’s Instagram page after asking a Gen Z contact to share talented singers within their school network.

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Among the suggestions was a freestyle clip from Ayra Starr that immediately caught his eye.

“The context of the video was so raw and unique to Gen Z experiences. I felt the industry needed that kind of voice. There was space for a teenage Afrobeat superstar who could go global, and Ayra fit perfectly,” he explained.

He recounted how his initial direct message went unanswered until he eventually contacted Ayra Starr’s brother, which opened the door for further conversations and her eventual signing to Mavin Records.

Reflecting on the decision, Don Jazzy described the move as intentional and strategic, pointing to her originality, youthful energy and ability to resonate with a new generation of listeners.

Since joining the label in 2020, Ayra Starr has rapidly risen to prominence, scoring chart-topping hits, touring internationally and earning nominations at prestigious awards, including the 2025 AFRIMA Awards.

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Her success, according to Don Jazzy, validates the risk of investing in raw, authentic talent and showcases Mavin Records’ enduring role in shaping Afrobeats on a global stage.