Don Jazzy has built his reputation so well everything he touches nearly becomes gold. There are a number of factors that have contributed to his overall acclaim till date.
In the dynamic age of media dominance on perception, celebrity image and street appeal the Mavins honcho has leveraged the powers of the internet and social media and is creaming off duly.
Armed with killer music instincts that have seen him come tops in at least two major music phases in the Nigerian entertainment industry, it is no wonder Jazzy is the guy everyone wants a signature from today.
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Let’s digress a bit to 2004; when the music industry was fledgling and we witnessed the emergence of Don Jazzy and erstwhile partner Dbanj fresh from London. There was not an inch of space for any returnees but the pair would go on to form a movement that remains iconic in the nation’s history.
The duo sang and performed around the world under the defunct Mo’ Hits imprint, driving hundreds of thousands to euphoria and animation whenever they came on stage with the tingly Tongolo, the impressive Mr Endowed, not to forget the evergreen Fall In Love, amongst other hits.
In between, the music mavin birthed other names in Wande Coal, SID, Tiwa Savage and D’Prince, erasing suspicions of being a flash in the pan.
The lustrous Oliver Twist comes to mind as one writes this but because the song peaked around 2012, a period characterized by the Mo’Hits split; and it isn’t so easy sipping the juicy Afro Pop hit in this discourse as it leaves in its wake bitter-sweet memories.
Oliver Twist went on to become a world smash record, but we barely saw the duo render it on any stage in those hyperactive, charmingly entertaining displays because things had fallen apart.
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Today, we have Korede Bello, Di’ja and Reekado Banks walking into the party which already has a lethal Tiwa-SID-D’Prince combination; helping the collective Mavins Records buzz go 'off the hinges' as they say in street parlance.
And so the beat maker remains a subject of analyses today in our flickering entertainment industry, because he understands the showmanship as well as the business aspects of things.
From multiplatinum hit songs to a shiny public image, we have seen him ink a deal or two with some of the finest corporate brands around.
It is all to easy for the man these days, so when Johnnie Walker recently unveiled him as ambassador in a new campaign, it doesn’t come as anything surprising.
He is a man of many flaws but he will be remembered for his music, the adaptive innovation as well as an astute business sense.
At present, he is breeding a whole new team and hopes are high, with expectations that they eclipse the antecedents.
Adenike Adebola, a marketing executive at Johnnie Walker, explained this innovation and passion in the man as reasons behind selecting him to represent the liquor brand.
She said: “Don Jazzy has experienced different phases of success in his career up till now. He is a true achiever, a game changer and a model to emulate. He is passionate about what he does and it is that passion we celebrate. We believe he will be instrumental in propagating the message and inspiring the rest of Nigeria with our core message that ‘Joy Will Take You Further.’”
Johnnie Walker is a Scotch whisky made by Diageo. The brand is widely distributed in the world, with an estimated over-300 million bottles bought yearly.