“People Thought He Signed Me, It Was Branding” ,D’banj Opens Up on Mo’Hits and His Partnership with Don Jazzy

Veteran Nigerian singer and entertainer, D’banj, has given fans a rare behind-the-scenes look into the iconic Mo’Hits Records era, clarifying long-held assumptions about his professional relationship with ace producer Don Jazzy. In a recently released interview clip, the “Koko Master” explained that contrary to popular belief, he was never signed by Don Jazzy — instead, what fans witnessed was a powerful branding strategy that helped launch Mo’Hits into superstardom.

D’banj Clears the Air on His Relationship with Don Jazzy

In the video, D’banj revealed that many people misunderstood the dynamic between him and Don Jazzy. He said, “People thought he signed me, but the truth is,it was branding.” He explained that the success of Mo’Hits was built not just on music but on a carefully crafted image that positioned Don Jazzy as the mysterious hitmaker and D’banj as the charismatic frontman.

The Birth of Mo’Hits: More Than Just a Record Label

Mo’Hits Records, co-founded by D’banj and Don Jazzy, rose to dominance in the early 2000s and is often regarded as one of the most influential music labels in Nigeria’s entertainment history. The label launched careers of several top artists, including Wande Coal, Dr SID, D’Prince, and K-Switch. D’banj noted that their success was driven by strategic storytelling and image control, which made it appear like a traditional label-artist structure,but in truth, it was a joint partnership.

Strategic Image Building

D’banj further explained that branding was everything at the time. The public image they created,with Don Jazzy always behind the scenes wearing dark sunglasses, rarely speaking, and D’banj taking center stage,made people believe Jazzy was the boss, and D’banj the signed act. This, according to him, sparked curiosity, respect, and admiration for the Mo’Hits brand.

Mo’Hits’ Impact on Nigerian Music

The branding strategy clearly paid off. Mo’Hits didn’t just produce chart-topping hits,it shaped the way Afrobeats was perceived globally. From hit songs like “Oliver Twist” to global appearances, Mo’Hits showed that Nigerian music could be both exportable and profitable, without compromising on cultural identity.

Lessons in Entertainment Branding

D’banj used the opportunity to educate upcoming artists and industry stakeholders on the importance of branding and positioning. He emphasized that talent alone is not enough, having the right image, story, and business strategy is what truly sustains a career.

Still Brothers, Despite Split

Though Mo’Hits eventually dissolved in 2012, with D’banj and Don Jazzy going their separate ways professionally, D’banj clarified that there’s no bad blood between them. He expressed deep respect for Don Jazzy, calling him one of the most talented minds in the industry. He also hinted that their story isn’t over and fans might still see more collaborations in the future.

Inspiring the Next Generation

D’banj’s latest revelation has sparked new conversations online, especially among young artists and fans of Nigerian music history. Many praised him for shedding light on the behind-the-scenes work that goes into building a lasting brand in entertainment. His story is now being seen as a blueprint for upcoming talents.

A Toast to Legacy

In all, D’banj’s candid discussion shows that behind every great brand is intentional strategy, trust, and creativity. Mo’Hits may be no more, but the legacy continues to inspire a new generation of artists and entrepreneurs in Nigeria and across Africa.

Written By Fortune Davidson