For years, Nigerians have watched Don Jazzy use his influence to promote other people’s work. One day, he is sharing a new song. The next, he is appearing in a comedy skit, supporting a young business owner or drawing attention to a forthcoming film.
These appearances have become a familiar part of his online personality. What many people may not know, however, is whether he receives payment for them.
Michael Collins Ajereh, aka Don Jazzy, has now provided an answer. The music executive says nobody in the entertainment industry has ever paid him to promote a project.
He made the clarification after an X user suggested that money influenced his decision to promote the forthcoming Nollywood film, Black Market.
The conversation began after Nollywood actor Ibrahim Yekini, popularly known as Itele, shared a comedy skit featuring Don Jazzy.
In the video, Itele jokingly tied up the Mavin Records founder and compelled him to promote the film. The playful scene formed part of the publicity campaign for its planned record-breaking premiere.
Reacting to the clip, an X user identified as Oba Tai Oshomo wrote, “Don Jazzy fit do anything for money.”
Don Jazzy responded by dismissing the assumption that he had been paid for the appearance.
“Nobody in the entertainment space has ever paid me a dime for promo oo. You think say I be Don for mouth. The Don’s blessings na free bro,” he wrote.
His response may not surprise those who have followed his social media activities over the years.
Beyond promoting artistes signed to his record label, Don Jazzy regularly shares songs, skits, films and businesses that are not directly connected to him. He also joins content creators in promotional videos, often bringing his humour and large online following to their work.
His support is not reserved for popular names. Upcoming musicians, small business owners and emerging content creators have also benefited from his reposts and online endorsements.
That willingness to give other people visibility has become an important part of his public image outside music.
Don Jazzy has also played a major role in developing some of the biggest names in Nigerian music.
He co-founded Mo’ Hits Records with D’banj in 2004. The label became home to performers such as Wande Coal, D’Prince and Dr SID before it ended in 2012.
Following the split, Don Jazzy established Mavin Records in May 2012.
The label began with artistes including Tiwa Savage, Wande Coal, Dr SID and D’Prince. It later introduced Reekado Banks, Korede Bello and Di’Ja to a wider audience.
Tiwa Savage grew into one of Africa’s leading female artistes during her time with the company, while Reekado Banks, Korede Bello and Di’Ja recorded several popular songs under the label.
Mavin Records later built another generation of stars, led by Rema and Ayra Starr, whose music has reached audiences beyond Africa.
Johnny Drille, Ladipoe, Crayon, Magixx, Boy Spyce, Bayanni, Lifesize Teddy and DJ Big N have also been associated with the company.
In February 2024, Universal Music Group announced a majority investment in Mavin Global. Don Jazzy, however, remained involved in leading the company alongside its management team.
The project at the centre of his latest social media exchange, Black Market, is directed by Fatimah Binta Gimsay and produced by Rixel Studios.
The film features Lateef Adedimeji, Linda Ejiofor-Suleiman, Omowunmi Dada, Ibrahim Yekini, Scarlet Gomez, Teniola Aladese, Susan Pwajok and Uzor Arukwe.
Its premiere is scheduled to hold on September 26, 2026, at Tafawa Balewa Square in Lagos.
Organisers hope to attract 50,000 people as they attempt to set a Guinness World Records title for the largest attendance at a film screening in one location.
The skit featuring Don Jazzy forms part of the campaign to create awareness for the screening.
For Don Jazzy, however, appearing in the campaign was not another paid promotional job. In his words, it was simply another free blessing from the Don.
