Don Jazzy Reveals How He Discovered Ayra Starr Through Instagram Freestyle

Mavin Records boss, Don Jazzy, has opened up on how he discovered Afrobeats sensation Ayra Starr and signed her to his record label.

Speaking in an interview with Echo, the music executive explained that at the time, there was a noticeable gap in the Nigerian music industry for a teenage Afrobeats superstar. Determined to fill it, he began actively searching for fresh talent who could resonate with a younger generation.

Don Jazzy revealed that he asked one of his contacts to scout for promising singers across universities. Among the recommendations was Ayra Starr’s Instagram profile, which ultimately caught his eye.

What truly sealed his conviction, however, was a freestyle Ayra Starr had posted about drug abuse—a topic he said was especially relevant to the struggles of Gen Z. For Don Jazzy, her raw voice, bold lyrics, and choice of theme were proof that she was the star he had been looking for.

Interestingly, when he first reached out to Ayra Starr directly, she didn’t respond. Determined, Don Jazzy then contacted her brother, ensuring that the young singer didn’t miss her shot at stardom.

Opinion: The Power of Timing, Vision, and Social Media

Don Jazzy’s story about discovering Ayra Starr is more than just a tale of talent meeting opportunity—it’s a lesson in vision. While many executives look for ready-made stars, Don Jazzy was scanning the horizon for potential and a cultural gap waiting to be filled. His ability to spot Ayra Starr not just as a singer, but as a voice of her generation, shows why he remains one of Africa’s most influential tastemakers.

It also underscores the transformative power of social media. A simple Instagram freestyle—something Ayra Starr might have seen as just another post—became the stepping stone to global recognition. In a digital-first world, platforms like Instagram and TikTok are no longer just for fun; they are the new audition stages, where the next global superstar could be discovered at any moment.

Ayra Starr’s rise reminds us that greatness is often born where preparation meets visibility. And Don Jazzy’s relentless pursuit proves that behind every star, there is usually someone with the foresight to believe first.