Don Jazzy Sparks Conversation on Music Promotion: “Music Too Na Betting”
Renowned Nigerian music producer Don Jazzy, also known as Michael Collins Ajereh, has ignited a dialogue within the music industry by offering candid insights into the challenges of music promotion.
The Mavin Records leader’s comments surfaced in the aftermath of his label’s notable partnership with Universal Music Group (UMG), underscoring the complexities of navigating the competitive music business landscape.
In a series of tweets today, Monday, May 13, 2024, Don Jazzy drew comparisons between music promotion and betting, highlighting the uncertainty inherent in achieving success, regardless of promotional efforts. Responding to a follower’s plea for promotion, he candidly acknowledged the unpredictable nature of the industry, stating, “Music too na betting,” and added, “Not all songs will be hit songs. Not all artists will be Ronaldo or Messi.”
Addressing the rigorous nature of music promotion, especially for established labels like Mavin, Don Jazzy shed light on the challenging process of capturing attention in a saturated market. “Trust me, it’s not a walk in the park for us too,” he affirmed, stressing the importance of strategic promotion to enhance visibility. “Once you get a dope song, try and gather all the attention you can get one tweet at a time,” he advised.
Don Jazzy’s insights mirror the realities of the music industry, where success often remains elusive despite concerted efforts. Nevertheless, he expressed confidence in the talent pool within Mavin Records, noting that many of his signees have achieved hit songs due to the label’s commitment to nurturing exceptional talent.
