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Veteran Nigerian music producer and Mavin Records founder, Don Jazzy, has opened up about the realities of working with a new wave of music talents, pointing out a noticeable difference in creative direction between him and many upcoming artistes in the industry.
With years of experience shaping some of the biggest sounds in Afrobeats, Don Jazzy remains active in music production and continues to create beats regularly. However, he admitted that translating his ideas into records that resonate with younger artistes is not always a smooth process.
In his words, the disconnect often comes down to taste and musical direction, as many emerging artistes are leaning toward sounds that differ from his production approach.
“I still enjoy making beats but most of the young artistes I have don’t really like my beats,” he said.
The statement reflects a growing shift in the Nigerian music landscape, where new artistes are increasingly influenced by global sounds, experimental production styles, and fast-changing trends on digital platforms. This evolution has made collaboration between established producers and upcoming acts more complex than in previous years.
Despite the challenges, Don Jazzy recalled a moment that brought him excitement and encouragement in his work. He spoke about Afrobeats star Rema and how his reaction to one of his beats stood out during the creation of the song Bo0ty Bounce.
“When Rema said he liked the beat for Bo0ty bounce I was so happy,” Don Jazzy added.
For the producer, such moments remain significant, especially in an industry where approval is not always immediate or consistent. While some ideas may not connect with certain artistes, others eventually find the right match and come to life in unexpected ways.
His comments also shed light on how the music ecosystem continues to evolve, with producers constantly adjusting to the preferences of a younger, more global audience. Even with his long-standing influence in Afrobeats, Don Jazzy’s experience shows that maintaining creative alignment across generations is an ongoing process that requires patience, flexibility, and openness to change.
As Afrobeats continues to expand globally, interactions like these between seasoned producers and emerging artistes remain a key part of how the sound continues to grow and transform.
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