Deconstructing Mavin Records: The Business Ghanaian Labels should be studying

Once upon a 2017 — in the ever-vibrating heart of Lagos — Don Jazzy was already the guy. Founder of Mavin Records, kingmaker of Afrobeats royalty, and the kind of music mogul whose name could start a party before the DJ even arrived. But something was off.

Yes, the beats were banging, the fans were screaming, and the talent was overflowing. Still, African labels were running their empires like it was 2005: no data, no digital muscle, no strategy — just vibes and CDs (ok, maybe MP3s if you were fancy). Then came a phone call that would change everything — not just for Mavin, but for the entire African creative economy.

Enter: Kupanda Capital — a business-building machine with a crystal ball for spotting global trends. They didn’t call to say “Hey, here’s some cash.” No no — this was a “burn it down and rebuild it for the global stage” type call.

“Afrobeats is going global,” they said. “Let’s turn Mavin into the rocket ship that gets us there.”

Spoiler alert: They did. And if Ghanaian labels are paying attention, they’ll see more than a success story — they’ll see a masterclass.

Not Just Money — Machinery

Kupanda didn’t just throw a cheque at the studio and bounce. They sent people. Actual humans. Two senior execs packed their bags, moved to Lagos, and got to work beside Don Jazzy and his team. Think of it as venture capital meets artist boot camp.

Together, they reimagined what a modern African record label could be. Here’s what they built:

Only after that transformation did Kupanda bring in TPG to invest $10 million+. Lesson? You don’t pour champagne into a cracked glass.

Proof in the Playback: The Rema Effect

Then came Rema, the baby-faced superstar with intergalactic range. His hit “Calm Down” (remixed with Selena Gomez) did more than top charts — it made history.

1 billion streams on Spotify — the first African song to ever do it.
60x revenue growth in 5 years.
100x digital growth — because CDs really are dead now.
And finally, in 2024, Universal Music Group bought a majority stake in Mavin at a whopping $150–200 million valuation — the biggest creative industry deal in African history.

Yes, read that again.

GH, This Is Your Cue

This isn’t just a Mavin glow-up — it’s a blueprint with global GPS. And Ghana? Oh, Ghana’s got all the raw materials: world-class artists, infectious rhythms, cultural influence, and that unteachable “it” factor. The only thing missing? The engine room behind the artistry.

So, instead of sitting courtside watching Nigeria slam dunk billion-dollar deals, Ghanaian labels can lace up and run their own full-court press.

Don Jazzy

Here’s the cheat code — no studio wizardry required:

1. Partnership > Pocket Money

Let’s be real: throwing cash at a label without real support is like booking studio time without a beat — you’ll just sit there humming into the void.

Mavin didn’t blow up because someone handed Don Jazzy a bag. They won because Kupanda brought the brains with the bucks — people who could roll up their sleeves and say, “Here’s how we build for the Billboard, not just the block.”

Moral of the story: Look for partners who bring strategy, structure, and Rolodexes — not just wire transfers.

2. Structure Sets You Free

A label with no team, no roles, and no roadmap? That’s not a company — that’s a WhatsApp group with a logo and a prayer emoji.

Creative chaos is cute — until you’re trying to scale. Mavinbecame a machine because they treated their label like a business, not a hustle. They built systems, hired professionals, and gave creatives the space and support to thrive.

Remember:

“Structure doesn’t suffocate art. It protects it, amplifies it, and helps it pay rent.” – Richmond Adu-Poku

3. Numbers Don’t Lie

Sure, chasing “vibes” might get you a viral freestyle or two. But if you’re serious about building a lasting brand, the new A&R is four letters: D-A-T-A.

Mavin’s secret sauce? Using analytics to spot trends, test audience reactions, and place smart bets on talent — before the internet catches on. That’s how you predict a Rema, not just react to one.

Translation: Gut instincts might get you a hit. Data gets you a career. And in this era, streaming dashboards speak louder than street buzz.

The Final Scene: Ghana, It’s Your Move

Let’s call it what it is: Mavin Records didn’t just build a label — they directed a masterclass. The cast was elite, the script was strategic, and the plot twist? A billion-dollar ending. Now, the credits are rolling, and African creatives everywhere are watching, popcorn in hand.

But here’s the twist: Ghana doesn’t need to be in the audience. It’s time to get behind the camera.

Yes, few investors are as sleeves-rolled-up as Kupanda. And yes, not every founder has Don Jazzy’s rare combo of vision, humility, and “make-it-happen” energy. But guess what?

The blueprint already exists.
The road has been cleared.
The engine is purring, keys in the ignition.

All Ghana has to do now is drive. Because let’s face it — the raw ingredients are already in place:

The talent? Overflowing.
The influence? Cultural export on lock.
The sound? A vibe and a half.
The timing? Couldn’t be riper.

This isn’t about playing catch-up. It’s about stepping into the spotlight with a strategy that matches the swagger. It’s about building not just labels, but institutions that can outlive trends and outshine borders.

Let’s stop binge-watching the Mavin movie and start directing our own Ghanaian blockbuster.

Think “From Jamestown to the Grammys.”
Think “From SoundCloud to Sundance.”
Think structure, scale, and streaming supremacy.

Lights, camera, Accra – 🇬🇭 Let’s build it.

(Story: Richmond Adu-Poku)