UMG GROOVES TO MAVIN AFROBEATS

Universal Music Group is making a majority investment in the Lagos, Nigeria, label Mavin Global, a leading force in the Afrobeats movement.

The deal remains subject to regulatory approval and is expected to close by the end of Q3.

Mavin is home to Ayra Starr, Ladipoe, Johnny Drille, Lifesize Teddy and Rema, whose single “Calm Down” f/Selena Gomez is one of the biggest Afrobeats song of all time, the most viewed video of all time by an African artist on YouTube, and the first African artist-led track to surpass 1b Spotify streams.

Mavin will maintain autonomy over its strategy and future talent development. As part of the agreement, founder and CEO Don Jazzy (aka Michael Collins Ajereh) and COO Tega Oghenejobo will continue leading the company.

“Our criteria for identifying partners is straightforward: great artists, great entrepreneurs, great people,” UMG Chairman & CEO Sir Lucian Grainge said. “With Don Jazzy, Tega, the Mavin Global team and their artist roster, we’ve found ideal partners with whom to grow together. Mavin’s brilliant artists have been catalysts in the transformation of Afrobeats into a global phenomenon and we’re thrilled to welcome them into the Universal Music Group family.”

The Mavin team’s full-service offering in Nigeria will be amplified through UMG’s global network of labels and businesses by the investment. Currently distributed internationally [ex-Africa] through Virgin Music Group with Rema, Mavin and its roster are already integrated into UMG’s network, with multiple signings across U.S. labels, including Republic partnering for Ayra Starr and Interscope for Lifesize Teddy.

The partnership will accelerate Mavin's strategic advancement and create more opportunities to break more talent globally, expand the reach of its existing roster and continue building its business into a pan-African entertainment company. This mission is anchored in two initiatives: Mavin's Artist Academy, which trains new talent in music and performance skills and builds connections within the roster, and their executive leadership program, which seeks to develop the next generation of music industry talent in Africa.

"With our proven history of collaborations within the UMG family, we have a strong belief that they are the ideal partner for the next phase of our growth, given the diversity and potential of our business,” Tega Oghenejobo said. “UMG is home to some of the world's foremost music entrepreneurs and artists, making them a perfect match for our aspirations. By collaborating with UMG, we are dedicated to cultivating a vibrant creative environment that propels African music to new heights on the global stage."

Pictured: Don Jazzy (top), Tega Oghenejobo