Universal Music Buys Majority Stake in Afrobeats Label Mavin, Home to Rema’s ‘Calm Down,’ Ayra Starr and More
variety.comJem Aswad Executive Editor, Music Universal Music Group has announced a majority investment in the Nigeria-based Afrobeats powerhouse label Mavin Global (Mavin).
The label, based in Lagos, is home to such hits as Rema’s “Calm Down” — the Selena Gomez-featuring remix of which was No. 12 on Variety’s 2023 Hitmakers chart and is the most-viewed video on YouTube by an African artists — and other artists including Ayra Starr, Ladipoe, Johnny Drille and more.
The deal remains subject to regulatory approval and is expected to close later this year. Founded in 2012 by artist-producer-executive Michael Collins Ajereh (aka Don Jazzy), Mavin has played a pivotal role in breaking Afrobeats artists within Africa, and beyond.
Other top artists on the label include Crayon, Magixx, Bayanni, Boyspyce, DJ Big N and Lifesize Teddy. Ayra Starr’s track “Rush” was nominated for the inaugural Best African Music Performance Grammy and its music video is the most viewed music video by a female Nigerian artist on YouTube.
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