Mavin Records celebrated their 4th year anniversary this May. The Nigerian record label founded and owned by Don Jazzy is now one of the best in Nigeria and hosts musicians D’Prince, Tiwa Savage, Korede Bello, Dr Sid, Reekado Banks and Di’ja Its just four years..but how did they get here? It has been a mixture of quality, PR and good use of social media. Almost all Mavin releases are hits. Seemingly, its quality over quantity.
The Supreme Mavins Dynasty (SMD) as they call themselves comprises of talented artists. The creative genius of Don Jazzy cannot be overemphasized. The two in-house producers Bayfresh and Altims are good at what they do. Then come to the musicians. From the melodious Korede Bello, Di’ja and Tiwa Savage to the creativity of Reekado Banks, D’Prince and Dr Sid, the SMD is a house of Talent. Most songs done by them are hits as a result of good mixing & mastering and a decent complementary social media strategy.
Mavin Records has put in a good digital strategy that clearly put it above the rest. The artists individually have good following on social media, something that is essential to score endorsement deals. Also, the label ensures that every record released is promoted well on the digital front. You could see them compile fan-made clips of Kerede’s “God win” before the official video was released. That was clever! The record label may continue to be this dominant so long as they ensure that their strategies are still rock-solid and changes with the environment.
They face growing competition from others like Olamide’s YNBL movement and Tripple MG, but whoever will win the battle of tomorrow is one who will be able to amass and engage the most fans online.