Mavin Records

Mavin Records (Mavin Global) is a Nigerian record label founded in 2012 by Don Jazzy (Michael Collins Ajereh) in Lagos. It is the driving force behind many of the continent's Afrobeats artists. Mavin is home to Rema, Ayra Starr, Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boy Spyce, and Lifesize Teddy. In February 2024, Universal Music Group announced a majority investment in Mavin Global, accelerating the expansion of Africa's creative platform. The deal was expected to close by the end of Q3 2024. Don Jazzy and COO Tega Oghenejobo continue leading the company. Mavin employs 110 people across 8 countries including Nigeria, the United States, Canada, Tanzania, and Italy.

Mavin's biggest breakthrough is Rema, whose hit single "Calm Down" (featuring Selena Gomez) rose to number three on the U.S. Billboard Hot 100, becoming the biggest Afrobeats song of all time, the most viewed video of all time by an African artist on YouTube, and the first African artist-led track to surpass 1 billion Spotify streams. The official music video for the remix has over 1.4 billion views on the SelenaGomezVEVO YouTube channel, making it one of the most-watched music videos in YouTube history.

Notable Artists and Releases

Mavin Records has developed some of the most successful Afrobeats artists in the world. The label's roster and catalog include:

• Rema (active): Mavin's biggest signing. His single "Calm Down" (2022) became the first African artist-led track to surpass 1 billion Spotify streams. The remix with Selena Gomez peaked at number three on the Billboard Hot 100 and the official video has over 1.4 billion YouTube views. His album Heis (2024) won Album of the Year and Afrobeats Album of the Year at the 17th Headies in 2025. Rema releases through Mavin, Jonzing World, and Interscope Records for international distribution. His 2025 single "FUN" has accumulated over 18 million views on the RemaVEVO YouTube channel.
• Ayra Starr (active): Became a global Afrobeats star with her single "Rush" (2022), which has over 584 million views on the AyraStarrVEVO YouTube channel. Republic Records partners with Mavin for her international releases. Her album The Year I Turned 21 (2024) was nominated for Album of the Year at the 17th Headies.
• Ladipoe (active): One of Mavin's earlier signings. Known for singles like "Feeling" and "Big Energy." He has been with the label since its early years and represents the label's hip-hop roster.
• Johnny Drille (active): A folk and alternative artist on the Mavin roster. Known for his single "How Are You My Friend" and his distinctive acoustic sound that contrasts with the label's Afrobeats focus.
• Crayon (active): Signed to Mavin. His single "Ijo (Laba Laba)" gained significant airplay across Nigerian radio.
• Lifesize Teddy (active): A newer Mavin signing. Interscope Records partners with Mavin for her international releases, showing the label's integration with the UMG network post-2024.
• Tiwa Savage (former): One of Mavin's earliest and biggest signings. She was with the label from its founding in 2012 until her departure in 2019. She is now independent.
• D'Prince, Di'Ja, Dr SID, Korede Bello, Reekado Banks (former): Legacy Mavin artists from the label's first wave of signings in 2012 to 2014. Several have since departed to pursue independent careers.

Ayra Starr's "Rush" was released on September 26, 2022 and has become one of Mavin's most successful solo releases. The TG Omori-directed music video has over 584 million views on YouTube. The song earned Ayra Starr the Best Female Artiste award at the 16th Headies in 2023 and helped establish her as one of the leading female voices in Afrobeats.

Rema's 2025 single "FUN" was released on October 6, 2025 through Mavin Global Holdings and Jonzing World Entertainment, distributed by Interscope Records and UMG Commercial Services. The official video has over 18 million views on the RemaVEVO YouTube channel, reflecting Rema's continued global growth after the success of "Calm Down."

How Mavin Operates

Mavin runs dedicated A&R under founder and CEO Don Jazzy and COO Tega Oghenejobo from its Lagos headquarters. Following the 2024 UMG majority investment, Mavin maintains autonomy over its strategy and future talent development. The label is distributed internationally (ex-Africa) through Virgin Music Group, with multiple signings integrated across UMG labels: Republic partners for Ayra Starr, and Interscope for Lifesize Teddy. Rima Tahini serves as Director of A&R. Mavin has expanded into services including partnerships, content production, publishing, and marketing.

Deal Structures and Royalties

Following the 2024 UMG majority investment, Mavin's deal structures operate within the Universal Music Group framework while maintaining Lagos-based creative leadership. Typical arrangements include:

• UMG distribution and marketing: Mavin releases are distributed internationally (outside Africa) through Virgin Music Group and the broader UMG network. Within Africa, Mavin manages its own distribution. This gives Mavin artists access to UMG's global marketing and sync licensing infrastructure.
• Cross-label integration: Individual artists are paired with specific UMG labels for international releases. Republic Records handles Ayra Starr's international releases, while Interscope Records handles Lifesize Teddy's. This allows each artist to benefit from a label with relevant genre expertise.
• Advances and funding: With UMG backing, Mavin can offer competitive advances. The specific terms are not publicly disclosed, but UMG's investment was reported to give Mavin access to major-label-level resources for artist development.
• Royalty rates: Standard major label royalty rates apply for international releases through UMG partners (typically 12% to 18% of suggested retail price). Within Africa, Mavin may negotiate different terms given its direct distribution role.
• Master ownership: Masters are typically controlled by Mavin and its UMG partners for the deal term. The specifics of master reversion are negotiated per contract.
• Creative autonomy: Don Jazzy and Tega Oghenejobo retain creative control over signings and artist development. The UMG investment was structured to preserve Mavin's Lagos-based leadership and A&R independence.
• Signing practices: Mavin signs artists through A&R scouting and its Lagos network rather than open submissions. The label has a track record of signing young artists early in their careers (Rema was signed at 18, Ayra Starr at 19) and developing them into global stars.

Why It Matters for Independent Artists

If you make Afrobeats or African popular music, Mavin Records is the leading Afrobeats label in the world, home to Rema and Ayra Starr. The 2024 UMG majority investment gives Mavin global distribution and marketing reach while preserving its Lagos-based leadership. Its track record of breaking Afrobeats globally (Rema's "Calm Down" reaching number three on the Hot 100) shows it can develop African artists into global stars.

Drawbacks and Things to Consider

• UMG ownership: Following the 2024 majority investment, Mavin is now part of the Universal Music Group. Deal structures involve UMG.
• No formal demo portal: Mavin is founder-led and signs through A&R scouting and its Lagos network.
• Africa focus: Mavin primarily signs African artists. Non-African artists should look elsewhere.
• Competitive signings: Mavin is the top Afrobeats label, which means competition for signings is high.

Related Resources

• Record Label Contracts Explained - What a Mavin deal contains
• Independent Labels vs Major Labels - The UMG investment model
• How to Get a Record Deal in 2026 - Building an Afrobeats profile
• EMPIRE Distribution - A comparable label with African signings (Asake, Fireboy DML)
• Universal Music Group - Mavin's majority investor since 2024
• Republic Records - UMG label partner for Ayra Starr's international releases
• Interscope Records - UMG label partner for Rema and Lifesize Teddy's international releases
• HYBE - A comparable non-US major label with global ambitions
• T-Series - A comparable non-Western major label
• Record Label Directory - Browse all record labels in our directory
• Mavin Records Official Site - Roster and news