Ace Nigerian producer and music executive Michael Collins Ajereh, popularly known as Don Jazzy, has said Afrobeats remains “a baby” compared with established global genres, despite its remarkable international success in recent years.
Speaking in a lengthy post on X, the Mavin Records founder noted that the industry is still evolving and that practitioners must remain adaptable as the music business continues to change rapidly.
He also drew attention to the soaring cost of music promotion in Nigeria, recalling how video budgets that once seemed excessive have now become standard. “If you told me just six years ago that an Afrobeats video could cost over 20 million naira, I would say that’s way too much,” he wrote. “But behold, some of us have shot videos over 100,000 dollars.”
Don Jazzy emphasized the importance of humility and continuous learning, saying he remains open to insights from those who have achieved success in areas he has yet to venture into. “If Burna tells me what it takes to do multiple international stadium shows, I will take notes cos I never run am before. If Dangote tells me what it cost to build a refinery in Lagos I will learn from him,” he wrote.
He added that his own track record in building a successful Nigerian record label puts him in a position to offer valuable guidance to others. “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 comments come as Afrobeats continues its global expansion, with Nigerian artists performing on world stages, breaking streaming records, and influencing mainstream music across continents.
