At 23, Ayra Starr has gone from Instagram covers to Grammy-nominated hits, global tours, and now a major management deal with Jay-Z’s Roc Nation. This milestone isn’t just another career move, it’s a turning point that could catapult the Nigerian star into full-blown global superstardom. Before Ayra became the globe-topping superstar she is today, she was Oyinkansola Aderibigbe, an 18-year-old model raised between Nigeria and Benin, who grew up listening to 2Face, Angélique Kidjo, Shakira, Tope Alabi, Rihanna, Beyoncé, and Sia.

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Ayra Starr’s Journey

Even before signing with Mavin Records, she saw herself as a star, often telling anyone who would listen that she was destined for superstardom. In 2021, that vision began to manifest when legendary music producer Don Jazzy discovered a performance video of hers on Instagram. After watching just one clip, he was convinced of her potential, stating in an interview, “I didn’t need to see more than one Instagram video to know that Ayra is a star. I’m super excited for the world to hear her! With my experience in the business, I am certain she is going to be a global superstar geared up for a long run.” Like Don Jazzy, many others predicted she would become a force to be reckoned with for numerous reasons.

Firstly, in her early interview videos, she reiterated her superstar status and frequently repeated her name. The confidence with which she did this etched her name firmly in the minds of audiences, making it familiar to many. Her branding also influenced how people perceived her and contributed to predictions of her greatness. Ayra was positioned as a wholesome representative of the cool Gen Z generation—she dressed like them, spoke their language, and expressed their emotions. Today, she has built a solid community she calls the Mobstarrs.

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Her Discography

Her impressive eponymous EP further introduced her as an intentional and exceptionally gifted singer. With standouts like “Away” and “Sare,” it became clear that her songwriting skills and compelling, confident vocals reflected her talent and hinted at what listeners could expect in the future. In her debut album, 19 & Dangerous, her blend of pristine storytelling, top-notch production, and attention-grabbing vocals placed the album confidently among the best debut projects released in Nigeria. A year later, she followed up with a deluxe version, showing she was actively building a strong discography. Her refreshing intentionality in exploring youthful exuberance and womanhood still makes her stand out to this day.

To say that Ayra Starr’s sophomore album The Year I Turned 21 is simply a good album would be an understatement. It is an exquisite body of work from an intentional artist dedicated to capturing the sonic brilliance of her experiences. Ayra consistently demonstrates growth and a willingness to carve her own path while showcasing her artistry. A key element that makes this project stand out is the infusion of her personal identity throughout the records. Whether it’s blowing her horn in “Birds Sing of Money” or exploring love in tracks like “Lagos Love Song” and “Rhythm & Blues,” listeners can hear different facets of the artist woven into the music. Her cultural identity is evident in the instrumentals, song titles, and language choices across the album. The deliberate approach to track titles, features, production, and interpolations contributes to an immersive and enjoyable sonic experience.

Largely, the album thrives on the cohesiveness that resounds throughout the album. The album is divided into parts that capture themes like love, loss, heartbreak, and resilience. In terms of production each record suits the singer’s vision and elevates the album’s listening experience, giving each featured artist a sonic environment to bloom without exerting themselves.

The Year I Turned 21 isn’t just an album with records, it is a project that captures in words and beats the experiences of a young adult superstar. The relatability in the lyrics might also enhance the listening experience. For every listener, there is part of the album to connect with, especially those in their 20s. Some records would resonate with those who have or are experiencing feelings of uncertainty, fear, loss, heartbreak, and even love, while older listeners may listen to revisit old memories. After listening to the album repeatedly, it is evident that the project is a testament to Starr’s growth and dedication as an artist.

In between the release of these albums and multiple singles, she has amassed record-breaking streaming numbers, earned a Grammy nomination, won two MOBO Awards, topped charts, secured her first BET Award, received multiple nominations and awards at The Headies consecutively, toured around the world, performed on global stages, and received co-signs from artists like Rihanna and Coldplay—whom she is currently touring with—ultimately building a world-class career. Recently, she was announced as one of the artists under Roc Nation’s management roster.

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Roc Nation Deal: A Strategic Step Toward Global Superstardom

Before the official announcement, there were rumours that the full-service entertainment company had signed her after they wished her a happy birthday and celebrated her BET Award win. However, it’s important to clarify that this is strictly a management deal. Unlike a recording deal, where the label provides an advance, owns the masters, and controls the artist’s daily activities, a management deal does not involve these elements. Instead, Ayra will gain access to Roc Nation’s expertise in marketing, branding, touring, events, and their extensive network of artists—all without disrupting her regular schedule.

Speaking to Get Unruly, Mavin Records’ corporate communications manager, Tope Agbeyo, explains why this deal represents a significant milestone,

“The best way to view Roc Nation is as a platform—one that we believe is essential for accelerating Ayra’s career. Ayra has reached a stage where partnering with the right people is crucial to ensuring she takes her well-deserved place among globally relevant artists. What Roc Nation brings is an extension of much of what we already do here at Mavin Records. They offer us greater access and, strategically, a deeper understanding of international markets.”

Roc Nation represents a roster of global superstars including ASAP Rocky, Alicia Keys, Clipse, Christina Aguilera, DJ Khaled, J Balvin, Lil Uzi Vert, Rihanna, and many others. With its reputation as one of the leading entertainment company in the world, Ayra’s management deal a strategic step toward building a long-standing career with stronger international recognition and presence. For the “All the Love” singer and songwriter, joining this roster is not just about representation; it’s about scaling her influence on a global level and aligning with a team that understands how to build lasting cultural relevance.

As Agbeyo explained:

“One of the key points is that Roc Nation is as much a cultural institution as it is a management company. They hold strong relevance in the US, UK, and Europe because they are in the right rooms and have extensive connections. For Ayra, this represents an inflection point—the next step in her bid to expand her influence and become as global as possible. Roc Nation is a partner that recognizes her talent, sees her as a worthy long-term investment, and is excited to help amplify her presence in the US and internationally. They will also open doors to rooms that can secure more brand partnerships and make her more culturally relevant in the territories they manage. Strategically, this marks a major milestone and the next phase in Ayra’s quest for global superstardom.”

“Our goal is to work in tandem,” he added, “While Mavin Records ensures Ayra remains authentic—true to her brand, her sound, and the vision we’ve developed for her—we recognize the need for partners who can help us achieve these ambitions on a global scale. Roc Nation provides that platform and partnership, enabling us to reach our goals faster and more authentically.”

So far, Ayra has been featured on top platforms like Complex, Billboard, CBS, and Genius. These recent interviews show that her presence is gradually being integrated into the minds of international audiences, paving the way for broader global recognition. The promotion of her latest record, “Hot Body,” is already a clear indication of how Roc Nation will handle her international positioning and publicity. From the promotional video to the extensive coverage in major publications, audiences can already envision what the future holds for Ayra. The management deal also opens the door to a fresh, strategic slate of collaborations that could expand her music into new territories, attract larger audiences, increase her recognition, and boost her chances of winning major international awards like the Grammys.

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Why This Roc Nation Deal Comes at the Right Time

The timing, according to Agbeyo, couldn’t be better:

“Looking at Ayra’s career and the growing global demand for her music, we believe this is the perfect moment to bring in a strategic partner. Over the past year, she has earned a Grammy nomination, won a BET Award, and secured two MOBO Awards—hallmarks of an international superstar, especially within the African context. Few artists have achieved that level of acclaim and relevance on the global stage. There’s also a unique opportunity right now that we need to capitalize on, ensuring that the seeds she has planted in key markets outside Africa continue to grow. From the label’s perspective, the timing is ideal because her career has strong momentum, and we need the right partner to help amplify that success. That’s the essence of this collaboration.”

At the moment, Ayra Starr is one of the top artists out of Africa and is already making her mark globally—not just in music but also in film, as she is set to make her acting debut in Tomi Adeyemi’s Children of Blood and Bone film adaptation. To further expand her reach beyond Africa, Roc Nation will serve as a strategic partner, helping develop new ways to elevate her music and providing her with the tools to take her brand to international award shows, bigger platforms, and global stages.

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