Music executive and talent manager, Michael Collins Ajereh better known as Don Jazzy has opened up about the six criteria he looks out for before signing an upcoming artiste to his record label ‘Mavins Records’.
In a recent interview, Don Jazzy who has been tagged an ‘underrated recording artiste’ revealed that although he used to not consider social media savvy as an important factor, it has now become one of the first things he looks out for in artists.
He stated that talent, thoroughness, demeanour, integrity, and age among the other essential factors he considers.
Don Jazzy believes that the youth are the driving force in the market as they deeply engage with the culture and are more inclined to support and promote artists through social media.
Furthermore, he elaborated on his definition of a successful artist, stating that it involves making a positive impact not only on their immediate but also on their extended family.
Don Jazzy who co-owned Mo’Hits Records with singer, D’banj stressed the significance of an artist’s improvement in their life compared to the previous day and their ability to positively influence both their immediate and extended family, considering it a beautiful and meaningful achievement.
“Once upon a time I wouldn’t think of signing an artist that is social media savvy but now I kind of want to put it at the beginning of my list.
“Talent, due diligence, mannerism, character, age at the moment is kind of important as well. The people that move the market are the young ones because the older guys are busy making money for the family and are worried about their family. They don’t care about helping you to go and stream or watching your social media to know when you post but the young guys are still much into the whole culture.”
Don Jazzy’s standards for signing new artists underscore the significance of talent, character, and the pivotal role of social media in promoting emerging talents.