Ayra Starr, the 22-year-old Nigerian pop sensation responsible for such hits as Rush and Bloody Samaritan, has officially signed with Roc Nation as part of a historic worldwide management deal that brings her to the world as Afrobeats’ next global crossover phenomenon.
The partnership, unveiled this week via Roc Nation’s homepage and social media handles, will see the Jay-Z-owned entertainment giant take over Ayra’s international management. At the same time, she remains signed to Mavin Records and is distributed globally under Universal Music Group.
This bilateral structure deal provides Ayra the opportunity to fly her wings without dropping connections to the Nigerian label that signed and built her career. It’s a move that borrows from the playbook of other Afrobeats exports, keeping creative roots at home while building extensive global infrastructure elsewhere.
Although Don Jazzy, head of Mavin Records, has made no public comments on the deal so far, several publications, including OkayAfrica, Culture Custodian, The Guardian Nigeria, and Results and No Hype, have confirmed the pact.
Ayra Starr’s signing with Roc Nation is a masterstroke by the Mavin/Universal crew to hand her over to good hands to keep pace with her ambition,” Nigerian music journalist Joey Akan, in an interview with The Guardian. “America is Roc Nation’s market.”.
Ayra’s hype has been building incrementally since the release of her initial EP in 2021. This year alone, she was nominated for a BET, toured as an opening act for Coldplay on the world tour, and teased upcoming music on the horizon. Her forthcoming release, Hot Body, is reportedly her first major release under the guidance of Roc Nation.
The fans were initially informed of the transition when Ayra was listed on the official artist roster for Roc Nation, accompanied by congratulatory tweets and cross-platform promotion. The deal opens the door to premium U.S. and European partnerships, brand opportunities, and additional tour infrastructure —primary tools for building a global music foundation.
Roc Nation’s artist list includes megastars like Rihanna, J. Cole, and Megan Thee Stallion. The company is also renowned for merging music, brand, philanthropy, and media strategy, an environment that may further propel Ayra into the mainstream of culture, as seen on streaming charts.
The artist, who seamlessly blends Afropop, R&B, soul, and Gen Z attitude, has never hesitated to discuss her global aspirations. Interviewed in 2023 for the cover of Teen Vogue, she elucidated,
I’ve always known I was made for the world. Not in an arrogant way—but in the way that makes you want to sing louder and dream bigger.”
Ayra’s Roc Nation signing is a huge win not just for her, but for the next generation of African women who will step into the international pop scene on their terms. Contrary to previous crossover times spearheaded by men, Ayra—and fellow contemporaries like Tems and Tyla—are part of a new era where women are calling the shots.
This isn’t a departure from local form or sound. It’s an evolution. A new chapter for a rising star who, in four years, has moved from Lagos teen to global brand.
