Music executive and Mavin record label boss, Don Jazzy has opened up to upcoming artistes for the first time about his six criteria before signing anyone to Mavins.
The singer in a recent interview shared some of the criteria he considers before signing any artist to his record label, Mavins Records.
Don Jazzy, who is known for his talent in discovering raw talent, spoke about his six criteria when signing any artist from a creative perspective.
Don Jazzy 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 also listed talent, due diligence, mannerism, character, and age as other important criteria he looks out for.
According to Don Jazzy, young people are the ones who move the market because they are more invested in the culture and are more likely to support and promote an artist on social media.
He further described his definition of a successful artist as one who can make an impact on their immediate or extended family.
Don Jazzy’s criteria for signing new artists highlights the importance of talent and character as well as the role of social media in promoting new artists.
In his words:
”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.
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