Ace music executive and CEO of Mavin Records, Don Jazzy, has shared his strategic approach to releasing music, ensuring his artists avoid dropping songs or projects on the same day as Nigerian music giants Wizkid or Asake.
In a recent podcast interview with Fisayo Fosudo, Don Jazzy candidly discussed the competitive nature of the music industry, describing the decision to release music on the same day as Wizkid or Asake as “suicidal.”
Don Jazzy explained, “We [Mavin] are moving from the traditional Friday release date to Wednesdays and Thursdays because there are no more Fridays [without another artist dropping a song].
If my artiste is to drop a song or project on a Friday and Wizkid or Asake is also releasing that day, I will move our release date because you don’t want to just die a natural death.”
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Wizkid and Asake have become some of the most prominent artists in Nigeria during this streaming era, commanding massive followings and substantial streaming numbers.
To navigate this highly competitive landscape, Don Jazzy’s Mavin Records, which boasts a roster including Rema, Ayra Starr, Crayon, Magixx, Boy Spyce, Johnny Drille, and Lifesize Teddy, has adopted a flexible release strategy to maximize visibility and success for its artists.
This strategic shift underscores Don Jazzy’s commitment to his artists’ success, recognizing the need to adapt to industry dynamics to avoid being overshadowed by contemporaries.
