Showbiz
Fidelity Bank MD Interviews Don Jazzy on Music Business
By Dipo Olowookere
One of the top music entrepreneurs in Nigeria, Don Jazzy, was a guest of Fidelity SME Forum, a weekly radio programme by Fidelity Bank Plc to educate, inform, advise and inspire budding entrepreneurs in Nigeria with knowledge and expertise that will enable them build sustainable and successful businesses.
This month, Fidelity Bank Plc hosted a series highlighting the business side of entertainment and the opportunities that exist.
Headlining the series was Don Jazzy, Founder & CEO of the Supreme Mavin Dynasty (SMD).
On the episode, he shared insights on ‘Understanding the Business Side of the Nigerian Entertainment Industry,’ with the MD & CEO of Fidelity Bank Plc, Mr Nnamdi Okonkwo, who moderated the session.
How did your journey into entertainment business begin?
No matter how many times I get asked this question, I never get tired of answering it because there is always someone new in the audience who would like to know exactly how we got to where we are now.
Before I proceed, I would like to thank and appreciate Fidelity Bank for creating this platform for us to talk to the people. It is really an honour.
My name is Michael Collins Ajere Enebeli and I am from Delta state. I was born in my mother’s hometown of Umuahia in Abia state. We moved to Lagos at some point and I grew up in Awodiora estate in Ajegunle, Lagos. This was where all my other siblings also grew up.
My childhood was pretty much about a young boy helping his parents to raise money as well as raise the children. Going to church on weekends to help make music was an opportunity for me to learn how to play the instruments.
I did that up until I turned 18 years old and an uncle of mine decided to take me to the U.K. He wanted me to go there and teach some of the musicians they had in the church. The church is Cherubim and Seraphim, one which people frown at because we wear white garment. It is the church I was born in and I have never seen them doing any rituals or anything of the sort.
In the U.K., there were not many people who were confident enough in wearing the white garment to church. I guess that was the reason why my uncle thought I would be the one to come over and teach the church members over there.
Eventually, after I got there, I got the church running smoothly. Along the line, I dabbled into playing music with some good fellows I met. I started with a group called Solek Crew, but at some point, we went our separate ways before I moved into another group called JJC & 419 Squad.
I worked there for a while and learned the ropes of music production from the guys at JJC & 419 squad. While I was with them, I had become quite good at what I do now before I met D’Banj. We both decided to work on his album and by the time we were done with it, we thought about where we would sell it. Eventually, we decided to go back to Nigeria, where the people understood what we were doing. D’Banj’s album got released immediately after we got back to Nigerian and as God would have it, the rest is history.
What strategic plans did you put in place to make money from music?
When we started at first, it wasn’t really seen as a business to us. We were just guys that had the passion for the music. We knew that if we had good products to sell, we would get popular and then the money would start to come. We were not thinking about the labour or capital initially.
Later on, we started looking at it as a viable business before we decided to start structuring things. I actually think we started late in putting together a structure for the business. I got it right a little bit with Mo’Hits Records, but I perfected it with Mavin Records.
However, I would say that with the mistakes we made from Mo’Hits Records where we were just learning on the go, we got better at doing things in Mavin where we just put what we had learned to play.
Did you think about the business side when collaborating with others?
The first song collaboration that we did was Dorobucci before Looku Looku. I recently signed new artistes and three of them are relatively new in the game.
We thought of the best ways to get them as popular as possible, riding off the popularity of me, Tiwa Savage and D’Prince, and so we decided to do the collaboration. We do that from time to time.
Although, it is easier for you to go to the radio stations and introduce yourself and your song with features by Don Jazzy and Tiwa Savage.
The Dorobucci song, for instance, is up on YouTube with over 20 million views. With that, the artistes have already gotten that face time that they would have been looking for as newbies in the game. We replicated the same with the Adaobi song, which just had three young artistes and me in it.
Also, for the people that know me and want to see me will have no choice than to see my other people as well. It got them popular faster. We think of these factors before we make such moves. Now that I have signed new artistes, I may think of some other ways to incorporate them.
Were you really thinking of branding from the business side of view or did they just happen?
I created the word “Dorobucci,” but I was not thinking of branding at the time. I just wanted the talking points on “Dorobucci”. The more people kept asking about it, the more it got popular. I also considered the use of social media in this case. For instance, when you use the hashtag “#Dorobucci,” you see only us and no one else.
Meanwhile, if you use the hashtag “#Inspiration”, you may see Inspiration FM or Inspiration Ghana and so on. With that, you cannot really tell the growth of your product. What I wanted was a place I could check and see the success of the product on its own.
With your experience, what should one consider before going into the music business?
There are lots of things that people can do in this space. One of the challenges that we have in the industry is actually human resources. We are looking for people that can handle different things.
For example, Mavin is successful today not just because of Don Jazzy, but because I give professionals different arms of the business to handle. Whatever you feel is your selling point or an area you feel you can handle best, please go for it. For instance, I have songwriters, dancers, PR experts in my team.
What do you consider before accepting a show?
First, it depends on which artiste you are talking about. For me personally, the money has to be high, because I am not an artiste, so you will have to pay for convincing me to come and perform on your show.
For the real artistes, it depends on the location, the brand, the sponsors, and then the fees.
What do you consider before singing an artiste?
I have had different reasons for signing almost every artiste under the Mavin label. There is no one that has been the same. If I am looking for an artiste, it’s either I put out a word or they contact me. There are others that get to me through someone else that knows me closely.
In business nowadays, people always forget to work with the heart. It is not every time that you go for skills.
Aside the fact that my people have skills, I also look at the heart before I then look at the long term. It is better for me if we can work longer together instead of us to work for only a short period because you feel you have too much skill. If I see loyalty in the person, I know that he or she is someone I can bring up.
How do you plan to make your business outlive you?
I started planning this since three years ago. I have looked at the music industry and I understand it to the point where I realise that you cannot be perfect forever. I look at people like Mohammed Ali. They say he is the greatest. However, can you imagine what Mohammed Ali would have been if he was the one that founded and managed Mike Tyson? I have a bunch of people under me that are going to take over after my time.
Fidelity Bank
Just when you thought GOtv was done bringing top-tier entertainment, it’s back with more! If you’ve been sleeping on Our Husband and The Yard, now is the time to catch up. Plus, a brand-new drama, Wings, is here to take you on a thrilling ride.
Wings – Love, Power, and Dangerous Secrets
Investigative journalist Deino Akume never backs down from a story. When she crosses paths with Yani Goma, the powerful COO of Sun’Su Airlines, she is drawn to him. But beneath the airline’s glamorous image lies a dark underworld of smuggling and corruption,
As Deino digs deeper, she realizes Yani may be part of the very crimes she’s trying to expose. Now, she faces an impossible choice– pursue the truth and risk everything, or protect the man she’s falling for.
With tension, betrayal, and shocking twists. Wings will keep you on the edge of your seat! Don’t miss the premiere of Wings on Africa Magic Showcase, GOtv Channel 8.
Other new Africa Magic shows you do not want to miss are Our Husband and The Yard.
Our Husband, a marriage built on lies.
Zara Nnamani thought she had the perfect marriage until her husband suddenly drops dead, exposing a shocking truth. His side chick, Tiny, enters the picture, and instead of mourning, Zara is forced into an uneasy alliance with Tiny. With secrets, betrayal, and a mysterious death hanging over them, can these two women survive each other? Find out on Africa Magic Showcase, GOtv Channel every Monday to Wednesday at 8:30 PM.
Then there’s The Yard –Power, Survival & Revenge
In the gritty streets of Ajagoro, power is everything. Tega, a hustling bus driver, just wants to survive as he’s left with overwhelming debts incurred from the sudden death of his father. On the other hand, Odafe Junior, the son of a powerful bus park boss, refuses to follow in his father’s footsteps. But when fate pulls both boys together, they have one goal– bring down Chief Odafe. However, power has a way of changing people. Will Tega become the very thing he despised? The Yard is a gripping tale of ambition and power, airing every Monday to Wednesday at 8:00 PM on Africa Magic Showcase.
Do not just hear about it, experience it. Step up now to unlock a world of exciting and entertaining programs. To upgrade, subscribe, or reconnect, simply download the MyGOtv app or dial *288# and download the GOtv Stream App to enjoy your favourite shows anytime, anywhere.
Showbiz
Voices of the Future: How MultiChoice Talent Factory Filmmakers are Redefining African Storytelling
Africa’s creative landscape is transforming, driven by the dynamic voices of Generation Z. This tech-savvy, socially conscious, and unapologetically authentic generation are not just consuming content; they are shaping it. Through film, television, and digital media, they are challenging norms, driving culture, and defining the future of African entertainment.
With one of the youngest populations in the world, Gen Z’s influence on Africa’s cultural landscape is undeniable. From activism movements like #EndSARS in Nigeria to the Finance Bill protests in Kenya, young Africans are making their voices heard across various sectors, including entertainment. Their stories are not only relevant; they are becoming the cornerstone of the modern African narrative.
Gen Z’s evolving media consumption habits reflect their desire for authenticity and representation. According to the PwC Africa Entertainment and Media Outlook 2024–2028, Nigeria’s over-the-top (OTT) streaming is set to grow at a 10.5% compound annual growth rate, while linear TV is expected to increase by 8.1%. Similarly, in Kenya, OTT streaming is projected to grow by 10.9%, with linear TV seeing a smaller 3.2% rise. These statistics highlight the shift towards digital platforms, where Gen Z seeks content that aligns with their realities.
An Ernst & Young (EY) survey reinforces this trend, revealing that authenticity is the most valued trait in content among Gen Z. They crave stories that mirror their experiences, struggles, and aspirations, unfiltered and true to life. This is where young African filmmakers are stepping in, bringing fresh perspectives and narratives that resonate deeply with their audience.
Recognising the importance of nurturing this new wave of filmmakers, MultiChoice Africa’s leading entertainment powerhouse has invested in the MultiChoice Talent Factory (MTF) academies in Lagos, Lusaka, and Nairobi. These academies equip aspiring creatives with the skills to excel in storytelling, production, and cinematography. Each year, 60 filmmakers graduate from the MTF programme, stepping into the industry with innovative ideas and techniques. Many of these filmmakers go on to produce critically acclaimed films that captivate audiences across the continent.
The significance of the MTF initiative is reflected in the continued success of its alumni. Films such as Gone (West Africa), Everything Light Touches (West Africa), The Immersive Alarm (East Africa), Deadbeat (East Africa), Mwananga (Southern Africa), and Rivals in Time (Southern Africa) were nominated for the AMVCAs, showcasing the impact of MTF-trained filmmakers. Past standout productions like Irora Iya, Obi Di Omimi, and Inu Jin have also earned critical acclaim, further cementing the diversity and depth of storytelling coming from MTF alumni.
These achievements highlight a fundamental shift in the media landscape: Viewers are now creators. By empowering young filmmakers to tell their stories, MultiChoice has played a pivotal role in this transformation. The work of MTF alumni proves that authentic African stories, told by Africans, have the power to lead the way in global entertainment.
TV isn’t just about what you watch, it’s about who you watch it with. We can’t deny that there is something special about watching TV with people you care about. The random side comments, someone laughing before the funny part even lands, or that one person who starts asking questions in the middle of the show.
It is the little things that make watch parties fun and GOtv makes it even easier to enjoy these moments. Whether you’re cuddled up with your partner, hanging with your siblings, or catching up on drama with your long-distance best-friend, here is how to make every viewing moment feel perfect.
A Night in with your partner
You and your partner might have had a long day and you both want something chill. Well, that is the perfect time to grab a blanket, order your favourite food or warm something quick, and press play on ‘Forgiveness’ on Africa Magic Showcase (Ch. 8). It’s one of those emotional stories that spark real conversations like the kind where someone suddenly asks, “Would you still love me if I did that?” You’ll laugh, get a little teary, and pause at least once to argue about who was wrong. It’s not just a movie night, but also a perfect time to bond with your partner.
Family Movie Night
There is nothing more wholesome than having the whole family gather in front of the screen. A perfect choice for family movie night is Anna Ferrah’s Story on Saturday at 8:00 PM on Africa Magic Family (Ch. 7). It’s packed with emotions and lessons thateveryone in the family can learn from. It is also the kind of entertainment that will make everyone more intentional about the bond in the family, including your dad who swears he doesn’t like TV.
Movie Night With The Crew
Friends are over, the snacks are ready, and all that’s missing is the perfect show to bring all the vibes. My Flatmates on Africa Magic Family (Ch. 7) is exactly what you need– pure comedy, full of drama in the best way. It would almost feel like you’re watching your own friend group on screen and this is a great way to unwind with your crew and initiate the playful banter.
Virtual watch party for long distance best friends
You and your best friend might be living in different cities, but that doesn’t mean you can’t still binge-watch something together. Plan a virtual watch party and both tune into The Reunion of the Real Housewives of Lagos on Africa Magic Showcase (Ch. 8) on April 13. You already know how it goes, one of you will text first saying “Omg, did you see that part?”. The best part about watching something as juicy as a reunion for RHOL is that you’re not just watching, but you and your best friend would probably have a topic to talk about throughout the week and might even turn the virtual watch party to a tradition for reality shows.
Solo Movie Night
Sometimes, the best nights are the ones you spend alone, just you, your favorite snack, and a good movie. If you are feeling like kicking back and letting the world pause for a bit, it’s the perfect time to watch Ill Fated on Africa Magic Showcase (Ch.8). Elfreda, a freshman at the University of Lagos, befriends her troubled neighbour Femi, unaware he’s a victim of illegal research. Their relationship grows, despite danger. It is packed with intrigue and thrill. The unfolding story will keep you glued to the screen, with no need to talk to anyone. It is just you, yourself, and a deeply emotive story with no interruptions.
So, no matter the occasion, GOtv has the perfect shows to keep you entertained. In order not to miss out, quickly renew your subscription or upgrade your package today via the MyGOtv app or dial *288#. And if you are out and about, you can still catch your favoriteshows anytime, anywhere with the GOtv Stream App
-
Feature/OPED5 years agoDavos was Different this year
-
Travel/Tourism9 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz2 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking7 years agoSort Codes of GTBank Branches in Nigeria
-
Economy2 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking2 years agoFirst Bank Announces Planned Downtime
-
Sports2 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
-
Technology4 years agoHow To Link Your MTN, Airtel, Glo, 9mobile Lines to NIN