Don Jazzy Declares Afrobeats a “Baby Genre,” Warns of Rising Promotion Costs and Urges Continuous Learning

|By Queen Banigo

Ace Nigerian producer and music executive Michael Collins Ajereh, widely known as Don Jazzy, has asserted that Afrobeats remains “a baby genre” on the global music stage despite its rapid rise and international success.

In a detailed post on X, the Mavin Records boss argued that the industry is still evolving and that practitioners must remain adaptable as the global music landscape keeps shifting. He emphasized that Afrobeats creators are “still learning every day,” noting that the genre’s expansion presents new challenges and responsibilities.

Don Jazzy underscored the soaring cost of music promotion in Nigeria, revealing that what once seemed excessive has now become the norm. According to him, six years ago, an Afrobeats video costing N20 million appeared outrageous, yet today some Nigerian artists have produced visuals valued at over $100,000.

He further encouraged industry stakeholders to remain open to learning, citing his own willingness to take notes from colleagues and leaders with experience in areas he has not yet explored.

“If Burna tells me what it takes to do multiple international stadium shows, I will take notes because I have never done it,” he wrote. “If Dangote tells me what it costs to build a refinery in Lagos, I will learn from him. That said, my people, if I tell you how to run a successful record label in Nigeria, I advise you take notes, even if it’s a small note, because there are not many of us who have done it.”