The Nigerian pop star, in a shock unexpected move, has inked a deal with the Don Jazzy-owned Mavin records.
Writing on his Instagram page, Don Jazzy says "The SUPREME MAVIN DYNASTY is pleased to welcome Iyanya to the ever growing Mavin Family. Please join us to welcome him and let the world know that we ‘Up2Sumting’. MavinActivated."
The deal which has been sealed, signals a new turn for the singer who has spent the past 6 years running his record label, in partnership with his manager and partner, Ubi Franklin.
“I'll be launching my new label and new album soon”, the singer wrote on Instagram in July.
The announcement sparked some reactions among fans and industry enthusiasts. Iyanya until his decision to quit, was a co-owner of MMMG, an outfit he runs with his manager and friend, Ubi Franklin.
The duo set up the record label in 2011, where they have Tekno, Selebobo, Mr. Chibbz, and Tonye Garrick all signed.
Singer Emma Nyra was once part of the record label, until she acrimoniously departed in 2014 due to personal reasons. Baci was also affiliated with the label for six years, but he was never offered a contract. He left in 2016.
The new contract with Iyanya is unfamiliar territory for Don Jazzy. The music business mogul has spent decades signing young unproven talents and nurturing them into stars.
In 2014, he announced the signing of three acts – Reekado Banks, Di’Ja and Korede Bello. All of them have transitioned into genuine stars in their rights. Other members of his team include Tiwa Savage, Dr. Sid, and D’Prince.
Don Jazzy shares a similar story with Iyanya: Just like his new signee, he formerly ran a record label – Mo’Hits Records – in partnership with D’banj. But they split up in 2011 and he picked up the pieces and created Mavin Records.
Iyanya, a star who is popular for his work in Nigerian pop music started in 2008 after emerging victorious in the MTN Project Fame West Africa. He has released three albums including “My Story,” (2009), “Iyanya Vs Desire,” (2013) and “Applaudise,” (2015).
Prior to the change in his music business in 2016, Iyanya was working on returning to his R&B roots. He is also planning a collaborative R&B album with EME singer, Banky W. So far, he has released two singles, ‘Type of woman’ and 'Heart beat' from the project. No word has been given if this project will still continue.
Iyanya has put out a single featuring Don Jazzy and Dr Sid titled 'Up 2 sumtin', with the trailer for the video and full audio.
Check on it.