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Veteran Nigerian music producer and record executive Michael Collins Ajereh, popularly known as Don Jazzy, has shared a reflective take on the current state of Afrobeats, describing the globally celebrated genre as still being in its early developmental stage.
Despite Afrobeats’ massive international success, including chart dominance, sold-out tours, and global collaborations, the Mavin Records founder believes the genre is still far from reaching its full potential. According to him, Afrobeats is young when placed alongside long-established global music genres, and its stakeholders are still navigating the complexities of an ever-changing industry.
Don Jazzy noted that artistes, producers, managers, and record executives within the Afrobeats space are constantly learning, adapting, and adjusting their strategies as the global music landscape evolves. He stressed that growth comes with new challenges, particularly as the genre attracts more international attention and higher standards.
One major shift he highlighted is the rising cost of producing and promoting Nigerian music. The producer recalled how expenses that once seemed unimaginable have now become the norm as Afrobeats competes on a global level.
In a lengthy post shared on X, Don Jazzy wrote, “This our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning everyday as the game is ever changing. If you told me just 6 years ago that an afrobeats video could cost over 20m Naira I would say ahh that’s way too much o. But behold some of us have shot videos over 100k dollars.”
His comments underline how far the genre has come in a relatively short period, as well as the financial demands that now accompany global visibility. High-budget music videos, international marketing, and global distribution have become essential for artistes seeking to remain competitive on the world stage.
Beyond discussing costs, Don Jazzy also emphasized the importance of humility and continuous learning, regardless of one’s achievements. He explained that he remains open to gaining knowledge from individuals who have accomplished milestones he has yet to reach, both within and outside the music industry.
“If Burna tells me what it takes to do multiple international stadium shows, I will take notes cos I never run am before,” he said, acknowledging the achievements of Nigerian artistes who have successfully filled major venues abroad.
He further extended this mindset beyond entertainment, citing business magnate Aliko Dangote as an example of someone he would gladly learn from in another field. “If Dangote tells me what it cost to build a refinery in Lagos I will learn from him,” he added.
Don Jazzy concluded by reminding aspiring music executives and creatives that experience remains invaluable, especially in an industry as complex as Nigeria’s music space. Drawing from his years of running a successful record label, he encouraged others to pay attention whenever seasoned professionals share insights.
“That said, my people if I tell you how to run a successful record label in Nigeria, I will advise you take notes even if na small note cos we no plenty wey don run am.”
His remarks have since sparked conversations online, with many industry observers agreeing that while Afrobeats has achieved remarkable global recognition, there is still much to learn, refine, and build as the genre continues its journey on the world stage.
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