Why we gave Don Jazzy mysterious brand image – D’banj

D'banj

Music star D’banj has opened up about the deliberate branding strategy that turned Don Jazzy into one of the most respected figures in the Nigerian music industry.

In an interview, the ‘Fall in Love’ crooner explained that the idea was born out of a desire to command more respect in an industry that failed to take them seriously, despite their musical achievements.

“After an award in 2006, they didn’t nominate Mo’Hits, and we had great success that year. Jazzy and I spoke, and we figured out that it’s because we were the only executives that was active (being musicians),” D’banj said.

He explained that the decision was to reposition Don Jazzy as a powerful, almost mythical executive figure who stayed behind the scenes, while he, D’banj, led the public-facing side of the brand.

“We decided that we had to do something so the industry will fear and respect Don Jazzy,” he added.

According to D’banj, Don Jazzy’s naturally quiet nature made it easier to build that aura around him.

“He spoke sparingly and carried himself with the grace of a business mogul,” D’banj said, noting that the mystery created around Don Jazzy helped establish Mo’ Hits Records as a dominant force.

D’banj and Don Jazzy began their legendary run in 2004 when they co-founded Mo’ Hits Records after meeting in London. While Don Jazzy fine-tuned his production craft, D’banj was exploring a future in music. They returned to Nigeria and built a label that would go on to define the modern Afrobeats sound.

Mo’ Hits launched the careers of several stars including Wande Coal, Dr SID, D’Prince and KaySwitch.

Under the imprint, D’banj released No Long Thing, RunDown Funk U Up, and The Entertainer — albums packed with hits like ‘Why Me,’ ‘Suddenly’ and ‘Gbono Feli Feli.’

In 2007, they dropped the compilation album Curriculum Vitae, which featured fan favourite ‘Ololufe’ by Wande Coal and group anthems like ‘Booty Call’ and ‘Pere’.

However, by 2011, cracks began to show in their relationship when D’banj pursued an international career and signed with Kanye West’s GOOD Music. The global push came with creative tensions. While Don Jazzy preferred to stay rooted in Nigeria’s evolving scene, D’banj was looking outward. These differences led to the official breakup of Mo’ Hits in 2012.

In the aftermath, Don Jazzy launched Mavin Records, which has grown into a powerhouse, home to Rema, Ayra Starr and others.

D’banj went on to establish DB Records and has continued to explore music, business and philanthropy.