Renowned Nigerian music producer and executive Michael Collins Ajereh, also known as Don Jazzy, has offered his perspective on the current state of Afrobeats, a genre that has gained significant global recognition in recent years. Despite its successes, Don Jazzy believes that Afrobeats is still in its early stages of development compared to other international music genres.
The music industry is constantly evolving, and according to Don Jazzy, practitioners of Afrobeats are continually learning and adapting to these changes. He noted that the cost of promoting Nigerian music has increased substantially over the years, with music video production costs being a notable example. Don Jazzy mentioned that just six years ago, it would have been unheard of for an Afrobeats music video to cost over 20 million Naira, but today, some artists have spent over $100,000 on video production.
Don Jazzy emphasized the importance of being open to learning from others who have achieved success in areas he has yet to explore. He expressed his willingness to take notes from artists like Burna Boy, who has experience with international stadium shows, and from business leaders like Aliko Dangote, who has expertise in large-scale industrial projects. Don Jazzy also offered to share his own knowledge and experience in running a successful record label in Nigeria, highlighting the value of collaboration and knowledge-sharing in the music industry.
The comments from Don Jazzy provide insight into the rapidly changing landscape of the Nigerian music industry and the need for continuous learning and adaptation. As Afrobeats continues to gain global recognition, it is likely that the genre will face new challenges and opportunities, and the willingness of industry leaders like Don Jazzy to learn and share knowledge will be crucial to its continued growth and development. With the global music industry being highly competitive, the ability of Afrobeats practitioners to evolve and innovate will be key to the genre’s long-term success.
