Explaining what Mavin Record added to their stew In ten years later.
 |
| Explaining what Mavin Record added to their stew In ten years later. |
When considering 2012 (the year the world was supposed to end), it's difficult to avoid mentioning the breakup of one of Nigeria's most influential creative partnerships: Don Jazzy and D'banj's Mo'Hits Records.
Seven years after making its debut on the music scene with D'banj's Tongolo, Mo'Hits Records had established itself as a household name, won the respect of celebrities like Kanye West and Jay Z, introduced a variety of Afropop artists, and released some of what are now regarded as classic Nigerian albums. While there are still unsolved concerns behind the breakup, the most important one on everyone's mind was what would Don Jazzy do, particularly after he had lost Beyoncé to the group's Destiny's Child?
 |
| Explaining what Mavin Record added to their stew In ten years later. |
Mavin Records has grown to be one of the most important record labels in Nigeria and Africa ten years after emerging from the ashes of its predecessor like the traditional phoenix. The label has established a wide range of artists from various generations and subgenres as key figures in the continued penetration of Afrobeats into the international music scene. Mavin is on the pulse of what's happening right now and what's coming up, from icons like Tiwa Savage and Wande Coal to Gen Z game-changers like Ayra Starr and Rema.
the phenomena of the first lady
Mavin Records gave us Tiwa Savage before Niyola represented Banky W's Empire Mates Music or Emma Nyra held it down for Iyanya's Made Men Music Group.
Due to a string of successful singles like Love Me x3 and Kele Kele Love, Tiwa Savage, a legitimate star in her own right, joining Mavin Records was advantageous for both parties. She shifted the dynamic by being the first female artist to occupy a prominent position and compete head-to-head with the male stars. Tiwa has always maintained her position as a strong figure in Nigerian music with live performances, endorsements, and chart success.
Nigerian Music Label Collaborations: From Massive Hit to Chaotic Mess
Playing the alté scenario for a game
Before Ladipoe rose to fame with songs like "Running," "Feeling," and "Know You," he was known in alternative circles as "Poe," an unappreciated rapper whose sick rhymes were heard on a number of Show Dem Camp albums, particularly "Feel Alright." Ladipoe's sudden signing with Mavin in 2017—a stunning move from the label known for signing musicians with Afropop leanings—marked the beginning of her transformation from underappreciated to genre leader.
 |
| Explaining what Mavin Record added to their stew In ten years later. |
Ladipoe's originality and the pop engine have been discussed on numerous occasions. Songs like Jaiye offered hints as to how the creative union would proceed, but it wasn't until 2021's Feeling that a sweet spot was discovered.
More female performers are coming in because of Tiwa's popularity both inside and outside of Mavin Records.
Another example of Mavin's decision to experiment with sounds that most Nigerians are still struggling to understand is Johnny Drille. Thanks to the support of a company like Mavin Records, the Afro-folk singer with influences from Jon Bellion has naturally grown his fan base over the past few years.
These signings, which enabled unknown musicians to gain popularity, encouraged other labels to experiment with novel sounds, thus enhancing the Nigerian Afrobeats scene.
 |
| Explaining what Mavin Record added to their stew In ten years later. |
A Gen Z invasion
From Wizkid to Davido, Nigeria has had teen pop stars before. But the notion of a teenage female pop star didn't become a reality until Mavin debuted Ayra Starr in 2021. One of the longest-lasting and successful industries is that of teen female pop artists.
One of the longest-lasting and richest segments of the worldwide music industry is the business of young female pop singers (Britney Spears, Miley Cyrus, Olivia Rodrigo). However, until the release of Away in 2021, no one considered funding a Nigerian female teen pop sensation for reasons that were not dissimilar to sexism.
Ayra Starr has emerged as a leader in the current gen z conquest in less than a year, and it's not only in music — there's also fashion, social media, and endorsements. The fact that Ayra joined Mavin changed everything, but Rema had already made waves before her.
The year of Rema was 2019, there's no doubting that. The young man, who was 19 at the time, sprang out of nowhere and blasted into the scene with his thrilling
His debut single, Dumebi, peaked at number one and was included on President Barack Obama's year-end playlist. With a world tour under his belt, appearances on the most recent Black Panther: Wakanda Forever soundtrack, and a fan base that spans the globe that includes Selena Gomez, Jaden Smith, and Madonna, Rema has established himself as a big Afrobeats powerhouse at the age of 22.
A varied but deliberate portfolio
It's safe to say Mavin activates at least one new artist each year at this rate. The label's roster has grown over the past ten years to include artists other than its original founders, Tiwa Savage, Wande Coal, Dr. Sid, D'Prince, and Don Jazzy, including Di'Ja, Reekado Banks, Korede Bello, DNA, Crayon, Ladipoe, Johnny Drille, Rema, Ayra Starr, Magixx, Iyanya, Boy Spyce, and newest signe
.
Mavin has made sure each artist releases a well-rounded project while adhering to the principles of their unique sound, unlike most labels that could find it difficult to develop individual identities or prioritise each signee. Every musician has distinctive strengths that they tailor to the Nigerian market.
Not all of Mavin Records' risks have paid off; performers like Di'Ja and Korede Bello have found it difficult to shake the stigma of being a one-hit wonder. Regardless, Mavin Records has resisted becoming complacent in regards to the musicians it releases and the artists it signs.
Although Wizkid, Burna Boy, and Davido have been credited with bringing Afrobeats, the music and culture, on the world stage, it would be negligent .
Mavin has made sure each artist releases a well-rounded project while adhering to the principles of their unique sound, unlike most labels that could find it difficult to develop individual identities or prioritise each signee. Every musician has distinctive strengths that they tailor to the Nigerian market.
Not all of Mavin Records' risks have paid off; performers like Di'Ja and Korede Bello have found it difficult to shake the stigma of being a one-hit wonder. Regardless, Mavin Records has resisted becoming complacent in regards to the musicians it releases and the artists it signs.
Although Wizkid, Burna Boy, and Davido have been credited with bringing Afrobeats, the music and culture, on the world stage, it would be negligent not to esteem Mavin Records' role in the expansion of the Nigerian music scene.
Comments
Post a Comment