As Afrobeats music continues to soar in popularity with everyone wanting a piece of the genre, Universal Music Group is the newest player to invest by acquiring a stake in Mavin Records.
Legendary producer Don Jazzy founded Mavin Records in Lagos, Nigeria, in 2012, and since then, the label has produced hits and artistes that have become iconic in the last ten years, including Tiwa Savage who has helped to define the sound of Afrobeats music.
Mavin’s roster consists of songwriters and producers, and its Lagos studio acts as a center for creative and inventive collaboration.
According to UMG, Mavin Records is “the driving force behind many of the continent’s Afrobeats artistes,” so the company’s worth is undeniable.
The alliance will hasten Mavin’s strategic progress, open up new doors for breaking new talent abroad, broaden the appeal of its current roster, and keep growing the company into a super-serving, pan-African entertainment company.
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While the collaboration gives UMG a chance to get more exposure to the rapidly expanding African market and strengthen its position in the Afrobeats genre, Mavin will continue to be in charge of its strategy and future hiring, according to UMG. Under the terms of the deal, Don Jazzy, the company’s founder and CEO, and Tega Oghenejobo, the COO, will continue to run the business, giving UMG the chance to collaborate with seasoned A&R specialists and successful local executives.
Michael Ajereh known in entertainment circles as Don Jazzy, stated: “I’m proud of the artistes, careers, and brand we’ve built that have made Mavin the force it is today. In this historic partnership with UMG, we will continue that mission in Africa and across the globe.”
Mavin’s COO, Tega Oghenejobo, also added:
“With our proven history of collaborations within the UMG family, we have a strong belief that they are the ideal partner for the next phase of our growth, given the diversity and potential of our business. UMG is home to some of the world’s foremost music entrepreneurs and artists, making them a perfect match for our aspirations. By collaborating with UMG, we are dedicated to cultivating a vibrant creative environment that propels African music to new heights on the global stage.”
Sir Lucian Grainge, Chairman and CEO of Universal Music Group, then noted: “Our criteria for identifying partners is straightforward: great artists, great entrepreneurs, great people. With Don Jazzy, Tega, the Mavin Global team, and their artist roster, we’ve found ideal partners with whom to grow together. Mavin’s brilliant artists have been catalysts in the transformation of Afrobeats into a global phenomenon, and we’re thrilled to welcome them into the Universal Music Group family.”
