Adaobi - Official Video by Mavins Ft. Don Jazzy, Reekado Banks, Di'ja, Korede Bello

What this video is

Released in 2014 during Mavin Records' most commercially potent collective period, 'Adaobi' followed the pan-African smash 'Dorobucci' and functioned as a showcase for the label's younger generation — Reekado Banks, Di'ja, and Korede Bello — alongside label CEO Don Jazzy. The track and video exemplify the ensemble label-showcase format popularised by Mavin and Mo'Hits before them, in which all signed artists…

Why it matters

A key document of the mid-2010s Afrobeats collective model, 'Adaobi' demonstrates how Nigerian record labels used multi-artist ensemble videos as both marketing vehicles and cultural statements. The track helped establish the careers of Reekado Banks, Di'ja, and Korede Bello on a national scale,…

The director

Born Adasa Rawlinson Cookeygam on October 21, 1981, in Port Harcourt, Rivers State, Nigeria. Holds a B.Tech in Architecture from Rivers State University of Science and Technology. Left a customer service career in 2010 to pursue video directing. CEO of…