Ace Nigerian producer and music executive Don Jazzy has described Afrobeats as still “a baby” compared to other global music genres, despite the worldwide recognition the sound has gained.
The Mavin Records boss shared his thoughts in a recent post on X, emphasising that the genre and its practitioners are still learning and evolving in a constantly changing industry.
Don Jazzy highlighted the rapid growth of Nigerian music, particularly noting how the cost of producing and promoting Afrobeats content has skyrocketed over the years.
He pointed out that six years ago, the idea of spending over 20 million naira on a music video seemed excessive, yet today, some artists invest over $100,000 in a single production.
“This our beloved Afrobeats is still a baby genre in the grand scheme of things. We are all still learning every day as the game is ever changing,” he wrote.
“If you told me just six years ago that an Afrobeats video could cost over 20m Naira, I would say ahh that’s way too much o. But behold, some of us have shot videos over 100k dollars.”
Don Jazzy also stressed the importance of learning from experts in other industries. He mentioned that he would gladly take advice from artists like Burna Boy on executing international stadium shows or even learn from business magnates like Dangote about building large-scale projects.
According to him, growth comes from observing and understanding success, regardless of the field.
“If Burna tells me what it takes to do multiple international stadium shows, I will take notes, because I never run am before. If Dangote tells me what it costs to build a refinery in Lagos, I will learn from him,” he said.
Despite the humility in his message, Don Jazzy also encouraged others to learn from his experience in the Nigerian music industry.
He pointed out that running a successful record label in Nigeria requires knowledge and dedication and that aspiring entrepreneurs should take notes, even small ones, because few people have successfully navigated the complexities of the business.
“That said, my people, if I tell you how to run a successful record label in Nigeria, I will advise you take notes, even if na small notes, because we no plenty wey done run am,” he wrote.
Industry watchers say Don Jazzy’s reflections underscore both the rapid evolution of Afrobeats and the growing professionalism of Nigeria’s music industry.
While the genre continues to gain global recognition, the message serves as a reminder that there is still much to learn and many growth opportunities.
With Afrobeats now regularly dominating international charts, collaborating with global stars, and filling major venues worldwide, Don Jazzy’s perspective highlights the importance of continuous learning, adaptation, and investment to maintain the genre’s upward trajectory.