Why I usually tell Mavin artistes to emulate Portable – Don Jazzy

Founder of Mavin Records, Michael Ajaere, professionally known as Don Jazzy, has revealed why he usually tells his signees to emulate Portable’s controversial personality.

Don Jazzy said he uses the Zazuu star as an example whenever he is talking to his artistes about how to remain relevant in the music industry.

The music executive stated this while being interviewed by Joey Akan on Afrobeats Intelligence Podcast.

He also did a comparitive analysis of BNXN (formerly Buju) and Portable who both became big stars in 2021.

Don Jazzy noted that at the time Portable hit the limelight with his breakout song, Zazuu Zeh, courtesy of Olamide, BNXN already had 7 songs on the charts but the controversial singer’s followers grew to a million faster.

He further explained that the controversial or debatable things that Portable does puts him in the news and that aids his relevance even without releasing songs.

The Mavin boss said when he’s having meetings with his team, he makes them understand it is not just about dropping good music and relaxing. He said that he makes realise the algorithm will favour them if they put themselves out there and do things that will make their names come up in conversations like Portable does.

Coincidentally, ‘Portable’ and ‘Zazu Zeh’ fall under two different categories in this year’s top Google search by Nigerians.

Watch him speak below: