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Don Jazzy has said that loyalty is the most important factor he considers when choosing an artiste to sign to his record label, Supreme Mavin Dynasty.

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The legendary music producer has said that he looks at the heart before he signs an artiste, because loyalty was more important than skills.

Don Jazzy said all these while fielding questions from the MD & CEO of Fidelity Bank Plc., Nnamdi Okonkwo on the bank’s weekly SME Forum radio programme.

The Dorobucci inventor said, “I have had different reasons for signing almost every artiste under the Mavin label. There is no one that has been the same. If I am looking for an artiste, it’s either I put out a word or they contact me. There are others that get to me through someone else that knows me closely. In business nowadays, people always forget to work with the heart. It is not every time that you go for skills. Aside the fact that my people have skills, I also look at the heart before I then look at the long term. It is better for me if we can work longer together instead of us to work for only a short period because you feel you have too much skills. If I see loyalty in the person, I know that he or she is someone I can bring up.”

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The Mavin boss also called for more professionals in the music industry, besides the actual singers.

He said, “There are lots of things that people can do in this space. One of the challenges that we have in the industry is actually human resources. We are looking for people that can handle different things. For example, Mavin is successful today not just because of Don Jazzy, but because I give professionals different arms of the business to handle. Whatever you feel is your selling point or an area you feel you can handle best, please go for it. For instance, I have songwriters, dancers, PR experts in my team.”

Written by Oluwatoyin Adeleye

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