In Africa presently, only a few music producers can match the success story of Michael Collins, popularly known as Don Jazzy. Even when Mo’ Hit Records collapsed in 2012 after a rancour with his partner, D’Banj, he single-handedly built another label, Supreme Mavin Dynasty, from the scratch.
Over the years, he did miracles with the likes of D’Banj himself, Wande Coal, D’Prince before he went into ‘exile’ and Dr. SID. He has also extended his brilliance to Rekaado Banks and Korede Bello.
As for Di’ja, it is hard to score her growth since joining Mavin. Though it may be argued that marriage and child birth slowed things down for her, she looks like the ‘weakling’ at Mavin unless a major development comes from her in the next few months.
Iyanya’s situation is dicey. Before he joined Mavin last year, he was already a superstar. Suddenly, for some reasons, the ovation went down and it became a struggle to get up again. He then decided to team up with Don Jazzy.
Ceremoniously, Iyanya was announced as the newest member of Mavin. While certain people questioned the move, he was largely commended for taking that decision. It could be too early to write off the romance, as Iyanya is yet to hit the ground running. He just released a second single, ‘Hold On,’ this week.
Generally, the past one year has been a mixed one for Mavin acts, which explains why they didn’t dominate major awards last year. The last time I checked on the D’Prince for an interview, they said he was out of town. Di’Ja’s manager keeps giving excuses, as if she is hiding her from the media. Dr. SID is still looking for his magic touch. Rekaado Banks’ album did not fly as everyone had expected.
Obviously, the competitive nature of t h e music business is taking its toll on Mavin stars. They did not even release singles regularly last year as they used to do in the past. With the recent announcement of Don Jazzy, I am worried for the record company and I’m certain many music followers have reservations too. They just signed three musicians, Johnny Drille, DNA Twins and rapper Poe.
Inasmuch as the gesture means so much to the emerging acts and could change their lives forever just like Korede and Reekado, there is a risk. Nigerian artistes do not have such patience. Once they are not happy, it becomes an issue.
When Chocolate City tried to manage many artistes at the same, we all saw what happened. Only Koker has been able to stand tall.
Moreover, the demands and complexity of Nigerian music, as well as greed, makes it almost impossible for a label to manage many artistes. And the implication of having many artistes on a label simply means some enjoy while others suffer. This was the case with Skales and Wizkid while they were at Banky W’s EME. Till date, Skales feels he was not treated well.
There are many instances where artistes grew tired of their situations and frustrated the record label owners. Another is Brymo, who was was unhappy at Chocolate City and forced his way out.
With 9 performing artistes, the challenge for Don Jazzy now is to keep everyone happy. That’s always hard to achieve especially when resources are limited and it is capable of breaking all he has worked for if caution is not taken.
Already, the label is pushing out lots of projects at the same time, obviously to please all and sundry. Iyanya plans to drop his EP pretty soon, Dr. SID just dropped a single, ‘We Up,’ DNA has dropped a single and Korode Bello’s album will be released this weekend.
If Don Jazzy becomes successful with this new phase, he would surely be hailed and celebrated as a man who saw beyond the present. But if he fails, he would be blamed for taking too much risks.
