LAGOS, Nigeria(VOICE OF NAIJA)- Afrobeats may be dominating global charts, but producer and music mogul Don Jazzy believes the genre is still taking baby steps, with its practitioners learning on the go as the industry rapidly evolves.
The Mavin Records boss shared his perspective in a reflective post on X, emphasizing the rapid change of music creation, promotion, and global performance.
“This our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning everyday as the game is ever changing,” he wrote.
Pointing to the soaring cost of music promotion, Don Jazzy recalled a time when a ₦20 million music video seemed excessive. Now, a video could cost over a $100,000 and even more for promotions.
“If you told me just 6 years ago that an afrobeats video could cost over 20m Naira I would say ahh that’s way too much o. But behold some of us have shot videos over 100k dollars,” he noted.
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He also acknowledged the value of learning from those who have achieved milestones he has yet to explore.
“If Burna tells me what it takes to do multiple international stadium shows, I will take notes cos I never run am before. If Dangote tells me what it cost to build a refinery in Lagos I will learn from him,” he explained.
Don Jazzy concluded by urging emerging professionals to pay attention when he shares insights drawn from his experience, adding that only a handful are truly active in the Afrobeat business.
“That said, my people if I tell you how to run a successful record label in Nigeria, I will advise you take notes even if na small note cos we no plenty wey don run am,” Don Jazzy concluded.
The music executive’s comments add fresh context to ongoing discussions about Afrobeats’ future and the growing demands shaping its global footprint.
