Don Jazzy Says Afrobeats Is Still “A Baby Genre,” Reveals Soaring Costs of Music Promotion

Renowned Nigerian producer and Mavin Records founder Don Jazzy has described Afrobeats as a “baby genre” in the global music space despite its massive international recognition.

In a reflective post shared on X, the music executive emphasized that the industry is still evolving and that artists, producers, and label owners are continuously learning as the dynamics of global music shift.

Don Jazzy also shed light on the rising costs of promoting Nigerian music, saying that what once seemed like an outrageous budget has now become the norm.

“If you told me just six years ago that an Afrobeats video could cost over ₦20 million, I would say that’s too much,” he wrote. “But behold, some of us have shot videos over $100,000.”

He explained that Afrobeats professionals are constantly adapting, noting that learning never stops, even at his level. Jazzy added that he would gladly take lessons from great achievers—whether from Burna Boy on hosting international stadium shows or from Dangote on building a refinery.

However, he encouraged upcoming creatives to pay attention when he shares insights on running a successful record label: “If I tell you how to run a successful record label in Nigeria, I will advise you take notes, even if na small note, because we no plenty wey don run am.”

Opinion: Don Jazzy’s Honesty Is the Reality Check Afrobeats Needs

Don Jazzy’s message carries a rare humility that many industries struggle to embrace—the idea that success doesn’t mean you stop learning. His reminder that Afrobeats is still a “baby” may sting some egos, but it’s the truth the genre needs to hear.

Yes, Afrobeats has dominated charts, filled stadiums, and produced global icons. But compared to genres like hip-hop, pop, or rock—industries with decades of structured investment and infrastructure—Afrobeats is still building its foundation.

His reflections on soaring promotional costs also highlight an uncomfortable reality: breaking into the global market now requires big dreams and even bigger budgets.

Yet, beneath the financial shock is a message of growth. The fact that Nigerian artists now spend six-figure sums on videos and compete for international visibility shows just how far the genre has come.

Most importantly, Don Jazzy’s willingness to learn from others—even after decades of influence—sets an example for the next generation:
In a fast-changing industry, staying teachable is the ultimate superpower.

Afrobeats may still be a “baby,” but with minds like Don Jazzy guiding the movement, the genre is growing—and glowing—into something unstoppable.