Nigerian music executive Don Jazzy has recalled how he discovered rising sensational singer Ayra Starr.
In an interview on Echo Room, he revealed that he stumbled upon Ayra Starr’s Instagram posts and was impressed by her creativity and potential.
He disclosed that he reached out to a young Gen Z contact, asking if they knew anyone with singing talent in their school, and the contact sent him several Instagram pages, including Ayra Starr’s page.
The founder of Mavin Records said he was drawn to Ayra’s youthful energy and the freshness she brought to Afrobeat music, and he slid into her DM. Unfortunately, she didn’t respond immediately, and he reached out to her brother.
“He said: “I don’t know whether it’s a genius idea or not. It just felt like the industry needed it, you know what I’m saying. For someone like Ayra, there is a space for a young teenage Afrobeat superstar from Nigeria that we want to ensure becomes global. So it was very intentional.
I saw her, she posted on Instagram, and I saw it. For her, actually, I reached out to one of these young Gen Z Ladies that I follow on the internet. Everybody said I like to follow people, but anyway, I reached out to one of them.
I said, hello. I might not be able to come to like you people, schools, and things like that, to find some of the talents that people have. In your school or in your circle of friends, you don’t have somebody, people who can sing that you know. All your friends know that the person can sing, and this one, this one, this one, this one. You say that in my school, we have some people, this one, this one, this one.
She sent a couple of Instagram pages of some people, who, oh, look at them, and you say, ‘I look at them.’ I said, Okay, fine. They’re not bad; I’ll keep watching them to see how they move on in the social media space. And luckily for me, one of those days, she saw a video where I was freestyling and sent it to me.
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