The Pick: Magixx Makes a Statement with "Love Don't Cost A Dime"
Our song of the week!
Following the famous split between Don Jazzy and D’banj – two of the most important and pivotal figures in the Nigerian music space – several years ago, Mo’Hits Records was dismantled and eventually re-emerged as Mavin Records. Upon establishing the new label, CEO and founder Don Jazzy released a statement that highlighted the label’s vision and mandate: “I see Mavin Records being the powerhouse of music in Africa in the shortest possible time.”
It’s been about nine years down the line and Mavin Records is undoubtedly the powerhouse of music across the continent. Some of the most talented acts the country – and the continent at large – has ever seen have once called the label home. Mavin also currently houses a fine blend of supremely gifted musicians and producers, both young and old. In 2014, Don Jazzy signed several young acts – Di’ja, Reekado Banks and Korede Bello – who all became relatively successful under his tutelage and have all become Afrobeats stalwarts in their own rights. In 2019, after securing a multi-million dollar investment from Kupanda Holdings, a joint venture between Kupanda Capital and TPG Growth, Don Jazzy started recruiting another batch of new faces who would further elevate the label’s status: Rema, Crayon, Ayra Starr, and now Magixx.
Magixx, the 23-year-old singer-songwriter, was ‘activated’ a few nights ago after Don Jazzy took to his various social media accounts to announce his unveiling. At first glance, he fit the bill of the typical Mavin act: young, good-looking, and, from the various snippets that quickly circulated shortly after his unveiling, talented. His debut self-titled tape came just hours after his unveiling, and “Love Don’t Cost A Dime”, the mellifluous R&B-inspired opener, not only nicely sets the tone but also shows why Mavin took an interest in him. It’s sultry, melodic and catchy. “Baby you are my light, my medicine / Omo you got that finesse / You got me feeling so blessed,” Magixx sings, clearly detailing how he feels about his lover. He goes on to slip in and out of different infectious flows as he lays out the dynamics of a refreshing love that doesn’t hinge on material things. However, the most striking aspect of “Love Don’t Cost A Dime” is Magixx’s voice, which is tender, sweet-sounding, and slightly drowsy. It cuts through Lemon’s synths and drums as he conveys a fair amount of emotion, making his every word believable.
Off the strength of this record, it’s clear why he was selected to be the latest addition to the Mavin family. There’s a depth to his voice that has the potential to make him stand out. His pen game is decent, while his flows are also pretty impressive, and with the biggest musical machine on the continent behind him, hopefully, the only way for him is up.