 |
After months of speculation about his future, Iyanya has finally broken the silence by announcing that he is officially joining Mavin Records with the release of a new song featuring Don Jazzy and Dr. Sid.The new hit tune entitled “Up 2 Sumting” is produced by Mavin Records head-honcho, Don Jazzy. It was released on Monday, which coincides with the singer’s 30th birthday.With this new move, Iyanya joins other artistes on the record label including Tiwa Savage, Dr. Sid, D’Prince, Korede Bello, Reekado Banks and Di’Ja.Iyanya’s signing to Mavin RecordsThe singers signing to Mavin records is a shock to everyone, except all the parties who came together to make it a reality. The singer is one of the pop music of the jewels this country has seen, one who is a ‘boss’ in his own right.
Just a few months ago Iyanya was a co-owner of a record label that has Tekno on the books and had just announced the signing of new acts to usher Made Men Music Group into a new phase of operations. Today, he is signed to Don Jazzy’s Mavin Records, one of the best music companies in the country, with a proven record of achieving and maintaining success.
 playIyanya in 'Heartbeat' (Youtube)
Iyanya’s exit from Made Men Music Group hasn’t been as smooth as they have made it to be in the media. While on the surface it has been packaged as a mutual and trouble-free decision by both parties to go their separate ways and dissolve their business, underneath that veil, it has been a cocktail of fights, legal involvement and acrimony. All of aggression and bad blood has worn itself out, and the exit process has finally been achieved. It’s a new day for the singer.
This signing, on paper is good business for everyone involved. Don Jazzy made his bones in the music business by discovering and breaking new artistes through. Almost all of his talent acquisition has featured young, unproven musicians who have been transformed from potential to stardom. Tiwa Savage, Wande Coal, Dr Sid, D’Prince, Reekado Banks, Di’Ja, Korede Bello.
Iyanya makes for unfamiliar territory for him. Signing a star isn’t his style. Signing a man with a great name and bodies of work isn’t in keeping with his work so far. This is the first time Don Jazzy would be signing someone who doesn’t need to be into the scene and developed. All of that has been taken care of many years ago by ‘Kukere’
What Don Jazzy has is a plug and play artiste. One who is ready to go with one good song, and would instantly begin to bring in the bucks. It’s good business; less stressful, comparably more money, and requiring very little by way of marketing spend. And Iyanya has got the talent, he is hungry, and if given the right production and musical guidance, his artistry will shine through from the start, and the honeymoon will begin.
For Iyanya, it is still good business. People might wonder why he is returning to a new setup that still makes him unable to mke his independent decisions. But you have to look at the facts. Iyanya at MMMG was just a figurehead with a controlling stake. Ubi Franklin ran the business autonomously and with an iron fist.
Iyanya exiting just gives him a breath of fresh air. Instead of chasing independent success and encountering resistance against his plans at every turn, he is aligning with a stronger force. Mavin Records have the funding, the structure, the hands and the expertise to push him through his doldrums and into the light.
For so long has he been in the dark. Waiting for something and someone to come give him second life. Mavin Records is that second life. Mavin Records, on paper, is the solution to his problems, the cure to his malaise, and the drug to his disease.
On paper, this is good business for everyone. Admittedly, it is a shock pairing of two forces, but one that has the potential to birth a greater movement and momentum. The likes of which the industry rarely affords.
|
No comments:
Post a Comment