Will singer create the master artiste-producer relationship with Don Jazzy?

There has been so much said about the wisdom of Iyanya’s crossover to the Mavins, and deservedly so. The pop star ditched Made Men Music Group, a business he co-founded with Ubi Franklin in 2011 to join Don Jazzy’s house in what is a shock move.

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.

But what would form the core of this new association and power it to greatness. What would become the nucleus of this move, upon which the arrangement will succeed?

This depends on the strength of the relationship and chemistry between Don Jazzy and Iyanya. Whatever happens, there has to be a connection between Iyanya and the producers.

Don Jazzy rode to fame on the strength of one of such relationship. Together with D’banj they forged what is still regarded as one of the greatest partnerships that the music industry has ever enjoyed. That partnership influenced Nigerian pop music and ensured that the first relationship between a Nigerian pop star (D’banj) and a US great (Kanye West) was on a business level.

But sadly that didn’t work, and catalyzed the demise of Mo’Hits. Don Jazzy has not located his musical soul-mate since that split. He has worked hard at ensuring that he built a power record label, and broken through new acts.

Tiwa Savage, D’Prince, Dr Sid, Korede Bello, Di’Ja, and Reekado Banks are all bearing his banner, but none of these stars offer Don Jazzy the lost pizzazz with D’banj. None even comes close to recapturing it.

But with Iyanya, there’s a new chance that this might be the case here. You could see the similarities between the Iyanya and D’banj. They are both great entertainers who rely on the strength of their branding and celebrity to power through their pop music.

Iyanya’s distinct style and delivery means that Don Jazzy has another unmistakable vocalist, dancer and entertainer to shower his blessings on.

Iyanya on his part, has been in a similar position since he split with D’Tunes. The duo were responsible for the biggest hits on Iyanya’s sophomore album, “Iyanya Vs Desire”, which has proven to be Iyanya’s best period to date. No other producer has come close to offering him what he had with D’Tunes, and so that search has continued up until now.

With both of them having experienced the liberating energy that comes with a dedicated artiste-producer relationship, they can come together and recreate the magic that they had lost.

The first single from the association – ‘Up to something’ – is a jam and a half. The duo bring on Dr Sid, and create a smooth banger that aptly introduces the deal, while also providing enough for the playlists. There’s very little that suggests that the video, which has been teased, will not cement this into the ears and provide visual aid for everyone to understand.

This deal is judged publicly from the start, and the public has more than just a passing interest on this one. They will not be afforded the same slack that a new artiste would in similar circumstances. Iyanya is a star, Don Jazzy is another one. Everyone expects this partnership to work from the start.

Iyanya and Don Jazzy have the chance to create that new partnership in the studio that is both technically and sonically satisfying. And if that happens, then everything about this deal would make sense business wise. They have to start firing on all cylinders, and the chemistry between them will need to be right for that to happen.