Giran Adviser

I think Mavin Records needs to answer some serious questions about how they manage and promote their artists fr. Let’s look at the current roster.. Rema, Ayra Starr, Magixx, Bayanni, Boy Spyce, Johnny Drille, LADIPOE, Lovn and CupidSZN. Why does it sometimes feel like Rema and Ayra Starr are the only two artists whose careers receive massive attention and investment from the label? I’m not taking anything away from Rema or Ayra o.. They are incredibly talented and deserve their success. But what happens to the other talents on the roster? Does signing to the label mean you only get the full backing when you become commercially successful? This is where I think record labels get it wrong. They identify the artist who is making the most money and channel almost everything towards that person, while the others are left struggling for visibility. Sometimes, it goes beyond promotion. There are concerns about access to hit records, collaborations, resources and opportunities. You cannot give one artist all the necessary tools to succeed while leaving others with limited support, then allow the public to conclude that those other artists aren’t talented. Mavin needs to explain its approach to artist development. Is the goal to build every artist on the roster, or to focus on whoever is currently bringing in the most money? Because I refuse to believe that Rema and Ayra Starr are the only artists on that roster with the potential to become global superstars.

I don’t think it’s always about record labels making artists sell their souls. Sometimes, it’s about the politics and favouritism that happen behind closed doors. Once a label discovers its cash cow, everybody else becomes secondary. The biggest artist gets the best songs, the biggest promotion, the biggest budgets and the most attention, while the others are left to figure things out themselves. Then the same label watches their confidence and relevance decline, and the public starts questioning their talent. You can’t give one artist 100% support and give another 20%, then use their different results to measure who is more talented. Look at the difference in the attention Rema and Ayra Starr receive compared to some other Mavin artists. Does that automatically mean the others are less talented?