Last year Don Jazzy promised
Nigerians that he would effectively stop singing. The Mavin boss had
spent a huge part 2015 being drawn away from his first calling as a
producer and record label executive to the mic. His voice littered
numerous songs with A-list acts, as he progressed from taking hooks and
adlibs to executing verses.
Songs such as ‘Gift’ by Iyanya, ‘I concur’, ‘Jantamanta’, ‘Bestie’
and more, had the Don sprinkle stardust all over the singles,
exceptionally converting them into hit songs. Those singles, were
nothing without the talent of Don Jazzy and the influence that he wields
throughout the industry.
But he has chosen to
step away from the mic, and that decision, which was personal, was
influenced by a desire to rest, step back from the active scene in front
of the camera, and retreat to pulling the strings from behind, and
social media.
This ended a long list of cameos, which historically
speaking has been the source of joy for many music enthusiasts. From the
era of Mo’Hits’ dominance to the transition of Mavin Records, Don Jazzy
has appeared in the music vocally. Adlibs and supporting vocals had
earlier been his limited role, but each year has brought more boldness
and a willingness to step forward to the plate.
2013,
2014 and 2015 marked the trifecta of years where he began to be
accepted and widely celebrated for his musical ability. To be objective,
Don Jazzy lacks a ‘good’ voice. He doesn’t possess what conventional
knowledge will call ‘a voice that the heavens can be proud of.’ What he
however has, is a signature vocal texture that no one can lay claim to
or imitate. It is commercial, appealing, and has the uncanny ability to
blend with every, and any voice. That’s why it is special.
Nigeria
no longer has that voice gracing new music. All of the projects coming
from the Mavin house have failed to feature any line that bears Jazzy’s
voice. Only the songs recorded prior to his decision to quit singing
have been released.
What have been the result of this decision?
Many
observers and critics will argue that a man of Don Jazzy’s level and
respect does not need to throw himself actively into singing as it
demystifies his brand and cheapens his value. But that argument is
flawed.
Look at the age we live in; we are
embracing abundance, and multi-tasking by celebrities and public figures
is a very important part of the hustle. The more anyone is engaged in,
the better the chances of relevance. Staying in the shadows gives you
aura and respect, but those two qualities have never brought business to
anyone in this age where social media has left fans clamoring for more.
Everything is knowledge, and that can be commoditized, regulated,
structured and monetized for profit.
Look at Don
Jazzy’s social media activities. The most important thing Don Jazzy has
done for himself to direct his focus to micro-content. We’re talking
about digital strategies driven by shareable, authentic content. That’s
how you Don Jazzy has grown his audience online. He has directed the
dialogue surrounding himself, but without sacrificing authenticity. From
photos of the studio, to him eulogizing a fictitious love interest
called ‘Onome’, while also batting his lashes in the direction of Rihanna, he has kept the conversations around himself fresh and personal.
Why do that and make gains in the PR department, but
limit the artistic contribution? It doesn’t add up. Don Jazzy gained the
MTN and Johnny Walker deal as his celebrity reached its engagement peak
in 2015. That’s good business. He became celebrated for his vocal
contribution, that’s good business.
But a decision
to quit singing in 2016 has ensured that fans get less Don Jazzy than
they deserve. Does Nigerian music miss him? Yes. He needs to come back
to the mic, and get that voice across to his adoring fans.
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