Ace Nigerian producer and Mavin Records boss, Michael Collins Ajereh, popularly known as Don Jazzy, has shared new insights on the state of Afrobeats, describing the globally celebrated genre as “still a baby” compared to other established music styles worldwide.
Don Jazzy made the comments in a lengthy post on X (formerly Twitter), where he emphasized that Afrobeats practitioners are still learning and evolving. He noted that the music industry is constantly changing, and artists must always be willing to grow.
According to the music executive, the cost of promoting Nigerian music has significantly increased over the years. He recalled a time when spending 20 million naira on a music video seemed excessive, yet today, some Afrobeats acts spend over $100,000 on high-quality visuals.
He also highlighted the importance of continuous learning, admitting that even he looks up to others who have achieved milestones he hasn’t yet explored.
In his words:
“This our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning every day as the game is ever changing. If you told me just six years ago that an Afrobeats video could cost over 20m naira, I would say that’s way too much. But behold, some of us have shot videos over $100k. If Burna tells me what it takes to do multiple international stadium shows, I will take notes because I never run am before. If Dangote tells me what it costs to build a refinery in Lagos, I will learn from him. That said, my people, if I tell you how to run a successful record label in Nigeria, I advise you take notes—even if na small note—because we no plenty wey don run am.”
His post has since gone viral, generating discussions about the future of Afrobeats, the rising cost of music promotion, and the importance of industry mentorship.
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