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May 13, 2024
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'Music too na betting' - Don Jazzy talks about music promotion

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Renowned Nigerian music producer Michael Collins Ajereh, widely known as Don Jazzy, has sparked a conversation in the music industry after offering candid insights into the challenges of music promotion.

The Mavin Records leader's remarks came in the wake of his label's lucrative partnership with Universal Music Group (UMG), showcasing the complexities inherent in navigating the competitive landscape of the music business.

In a series of tweets today, Monday, May 13, 2024, Don Jazzy drew parallels between music and betting, asserting that success in the industry is not guaranteed, regardless of the resources invested in promotion. Responding to a follower's plea for promotion, he bluntly acknowledged the inherent uncertainty, stating, "Music too na betting," and added "Not all songs will be hit songs. Not all artists will be Ronaldo or Messi."

Highlighting the arduous nature of music promotion, particularly for established labels like Mavin, Don Jazzy shed light on the rigorous process of garnering attention in an oversaturated market. "Trust me, it's not a walk in the park for us too," he affirmed, emphasizing the importance of strategic promotion to maximize visibility. "Once you get a dope song, try and gather all the attention you can get one tweet at a time," he advised.

Don Jazzy's remarks reflect the reality of the music industry, where success is often elusive despite concerted efforts. However, he expressed confidence in the talent pool within Mavin Records, asserting that many of his signees have achieved hit songs due to the label's commitment to nurturing exceptional talent.

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