This week, a video began circulating on social media. It claimed that now that Ayra Starr has signed with Roc Nation, she can’t have a boyfriend or start a family for five years. In a playful response, Ayra quoted the video and tweeted: “Does Ayra Starr know about this?”
While the video was clearly a joke, it raised many questions. Some people began to ask if Ayra Starr had left Mavin Records and fully moved to Roc Nation. Let’s clear that up: Ayra Starr is still signed to Mavin Records. Roc Nation is not replacing Mavin; instead, they’re working with them.
What’s Really Going On?
This is a management deal and not a label change. Mavin and Universal Music Group remain her primary record labels. They’re the ones who have been behind her music from the start.
Roc Nation is now coming in to help manage her international career. This means they’ll handle things like global bookings, brand deals, international strategy, and helping her reach more fans worldwide, especially in the U.S and many other countries she’s yet to crack.
Why This Matters for Her Career
To understand what this deal truly means for Ayra Starr’s growth, we spoke to Olabode Otolorin, a marketing executive at Mavin Records. He explained that this kind of structure is all about taking an artist further, especially when they’re already doing well at home. “It’s to help her grow in markets and places she hasn’t fully reached yet. Ayra is already a star in Africa, but deals like this are meant to push her into new regions like North America, Europe, and other parts of the world where there’s still room to grow.”
According to him, Roc Nation’s role is focused on international management, not on replacing Mavin, but on building on what the label has already accomplished. “It’s a management deal,” he said. “And both teams, Mavin and Roc Nation, will work hand-in-hand to make sure her career moves in the right direction.”
He also touched on how fans often misunderstand deals like this: “People think once an artist signs internationally, they’ve left their original label or that their sound and image will totally change. That’s not true,” he explained. “Mavin is still her base. These kinds of partnerships just open more doors.”
A proven model for global reach
This is actually a common move for big artists. For example, Burna Boy has his own label, Spaceship, but works with Atlantic Records for international music releases and Bad Habit for management. These partnerships help artists grow without leaving their original team.
Popular Music writer Joey Akan also spoke about the deal. He said it was a smart move by Mavin and Universal to help Ayra match her ambition and become a global star. “Roc Nation knows the U.S. market very well. They have the plans, the people, and the money to help push her forward,” he said. Joey also noted how Ayra’s TikTok game, marketing, and placements are already improving and becoming more strategic.
So What’s the Bottom Line?
Ayra Starr has not left Mavin Records. Roc Nation is simply joining the team to help her go global. They’ll all work together to build her career on a bigger scale. That viral video may have been funny, but the truth is simple:
Ayra is still a Mavin star, and now she’s getting even closer to becoming a global one.
The post What Roc Nation’s Deal with Ayra Starr Actually Means for Her Career appeared first on Nigerian Entertainment Today.
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