Legendary Nigerian producer and music executive Don Jazzy has officially signed rising star CupidSZN to Mavin Records, one of Africa’s biggest independent music labels. The announcement was made through a heartfelt Instagram video on Thursday night, where Don Jazzy welcomed CupidSZN into the Mavin family and teased new projects set for early next year.

CupidSZN - a singer-songwriter who has already built buzz with viral tracks and live performances — steps into the Mavin roster at a pivotal moment. The label, founded by Don Jazzy in 2012, has been home to top African acts and continues to shape the Afrobeats sound globally. The new signing suggests the label is leaning further into discovering fresh talent and expanding its footprint beyond Nigeria.

In the Instagram video, Don Jazzy described CupidSZN as “the next voice of a generation,” and promised fans “something unexpected” coming soon. For the artist, signing with Mavin offers a platform that combines local credibility with global distribution channels — an increasingly vital factor in the Afrobeats era.

Industry watchers note that the move is strategic for both sides. Mavin Records, like many independent labels, is navigating a shifting music market where streaming, collaborations and cross-continental reach define success. By investing in emerging talent such as CupidSZN, the label positions itself to shape the next wave of Afrobeats talent while retaining its reputation for developing stars.

For CupidSZN, alignment with Mavin means access to high-profile production, global marketing muscle and the potential to connect with international collaborators. Under Don Jazzy’s mentorship, the artist is expected to release a debut EP within the next six to nine months.

The signing reflects broader trends in African music — where regional powerhouses are increasingly cultivating home-grown talent and then exporting it to global audiences. With streaming numbers exploding and Afrobeats breaking more charts outside Africa, the timing could not be better.