In Nigeria, just like in other parts of the world, record labels have proven to be the quickest way to become famous as an artist. This is so because of their structures, finance, and contacts.
Though so many get to be popular while still signed to a record label, a few struggle to be heard even when signed. Mavin Records are arguably Nigeria's biggest record label with over 15 talents on their radar and a dozen more on their watchlist or academy.
While some of these artists are not given much attention like their colleagues who are still signed to the same label, others do not get the same reception from the market as do their colleagues.
Music is business, hence why these labels focus more on artists who are making them more money than those who are struggling to be heard.
Hadiza Blell now Hadiza Blell- Olo, who is better known by her stage name Di'Ja, is a Nigerian singer and songwriter. She started her career back in 2008 but joined the Mavin record dynasty in 2014. She was featured on Dorobucci alongside Don Jazzy, Dr SID, Tiwa Savage, D'Prince, Korede Bello, and Reekado Banks.
She has won a few awards and dropped some project but haven't been able to produce many results in terms of hit songs.
They auditioned for the Glo X-Factor competition and even when they didn't win, the show exposed them to a whole lot of people.
After X-Factor, they tried to participate in other competitions, like “The Voice”. They did not win there too, but it definitely drove a lot of new fans and admirers to them. However, fame had its bad side which the boys, unfortunately, had to experience.
In 2017, Mavin records announced the signing of the DNA twins alongside Johnny Drille and Ladipoe. Ever since then, they have been unable to replace the defunct Psquare as many hoped they'll do.
John Ighodaro professionally known as Johnny Drille, is a Nigerian music producer, instrumentalist, singer, and songwriter. He was discovered by Don Jazzy when he released a cover of "Awww" by Di'Ja which earned him a deal at Mavin Records. Though he won the Best Alternative Song award at the 2019 Headies awards with one or two songs of his doing well on DSPs, he is still one of the underrated music performers in the country despite being signed to Mavin records.
Mavin records star, Crayon who joined the record label's imprint Blow Time Entertainment is one of the artists who are struggling under the renowned record label. He has been featured on a few international albums, dropped two projects, featured Rema and all but has still not attained his full potential.
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