Mavin Records boss Don Jazzy has explained that his active presence on social media—often joked about by fans—is actually part of a deliberate strategy to discover new music talents.
The music producer, who runs one of Africa’s leading record labels, said his habit of following young women on Instagram has frequently been misunderstood, stressing that it is linked to how he identifies promising artistes online.
“People always say I follow plenty Gen Z baddies on IG, but that’s actually how I discovered Ayra Starr,” he said, noting that he often asks contacts to share handles of talented friends and emerging creatives.
He added that in some cases, he goes further by reaching out directly after spotting potential, including contacting relatives or close associates when necessary to make connections.
Don Jazzy said social media has become a key part of his talent discovery process in recent years, allowing him to identify rising stars early before they break into mainstream recognition.
One of his most notable discoveries remains singer Ayra Starr, whom he reportedly found through Instagram before signing her to Mavin Records.
He has, in previous interviews, maintained that his approach combines online scouting with personal outreach, describing it as a structured system for spotting raw talent.
