Nigerian music sensation Ayra Starr has taken a bold new step in her rapidly rising career by officially signing a global management deal with Jay-Z’s powerhouse entertainment agency, Roc Nation. The landmark partnership marks a significant move in expanding her global reach and brand influence.
The announcement, confirmed on Roc Nation’s official website on July 16, 2025, follows weeks of speculation sparked by the label’s public congratulatory message after Ayra Starr clinched her first BET Award — a gesture many interpreted as a sign of deeper collaboration.
Under the new arrangement, Roc Nation will manage the 23-year-old star’s global branding, touring, bookings, and endorsement deals, particularly across the United States and Europe. However, her music releases and creative direction across Nigeria and much of Africa will continue to be handled by Mavin Records, her original label.
Ayra Starr’s addition to Roc Nation’s roster places her alongside fellow Nigerian artists such as Tiwa Savage, Wizkid, and Burna Boy, who have also partnered with the label in past years. Her growing international profile is a testament to her talent, hard work, and the increasing global appetite for Afrobeats and African music.
On the campus of the University of Ghana, fans expressed pride and joy at the news, while also encouraging the singer to stay grounded. One fan shared:
“I’m very happy for her. I wish her all the best. As she moves forward, I hope she doesn’t forget her roots. She shouldn’t think she got the fame all by herself. She should keep trusting God and praying for direction.”
With this new deal, Ayra Starr solidifies her place on the global stage, continuing a legacy of Nigerian artists breaking international boundaries and redefining the global soundscape.
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Story by Theo Davids | univers.ug.edu.gh
Edited by Kelvin B. Annor-Yeboah
