For Ajani Hazan Babatunde, popularly known as Sir Hazan, music became the core of Digitizers Records the moment he realized artistes needed more than promotion. They needed structure, ownership, and systems built to outlive hype. That understanding shaped Digitizers into a foundation, not a service.

Sir Hazan believes one of the biggest mistakes new artistes make is prioritising attention over longevity. Good songs may open doors, but careers are sustained by systems. In a culture driven by virality, his focus remains on identity, while viral moments fade, clarity lasts.

Ownership sits at the centre of Sir Hazan’s ecosystem across Digitizers Records, Activewurld, and Addicto. For African artistes, controlling infrastructure and narrative is power. Through Activewurld, he ensures artistes shape their own stories, not just their sound.

In a conversation with TurnTable, Sir Hazan talks on African music discovery becoming more community-driven and data-led, with fewer gatekeepers, building systems artistes can survive in long after the hits fade, and more.

TTC: Digitizers began as a marketing agency and has since evolved into a record label and wider creative ecosystem. At what point did music stop being a service you supported and become the core of what you’re building?

Sir Hazan: When I realized artistes needed structure and ownership, not just promotion. Music stopped being a service and became the foundation.

TTC: As a label executive working closely with emerging talent, what do you think most new artistes misunderstand about the music business beyond making “good songs”?

Sir Hazan: Good songs get attention. Systems build careers. Talent without structure doesn’t last.

TTC: In today’s Nigerian music landscape where virality can happen overnight, how do you balance chasing moments with building artistes for longevity?

Sir Hazan: Virality opens doors; identity keeps them open. We build artistes, not moments.

TTC: Digitizers sit at the intersection of music, media, and tech. How important is owning infrastructure, from platforms to distribution channels,  for the next generation of African artistes?

Sir Hazan: It’s critical. Ownership of platforms and distribution equals power and independence.

TTC: You’re building at a time when artistes are expected to be brands, content creators, and entrepreneurs. How do you guide musicians to stay authentic without losing commercial viability?

Sir Hazan: Authenticity is the brand. When artistes know who they are, commercial choices become clear.

TTC: From an executive standpoint, what qualities make you decide an artistes is worth long-term investment rather than a short-term release cycle?

Sir Hazan: Discipline, self-awareness, and resilience—talent alone isn’t enough.

TTC: Activewurld operates as a news and culture platform alongside the label. How does controlling narrative and media visibility impact an artistes’s growth in today’s ecosystem?

Sir Hazan: Narrative shapes perception. With Activewurld, we control the story, not just the sound.

TTC: With Digitizers expanding into tech through its creator-focused social app, how do you see technology reshaping music discovery and fan engagement in Africa over the next few years?

Sir Hazan: Discovery will be community-driven, data-led, and less dependent on gatekeepers.

TTC: What lessons from your personal losses and early business mistakes most influence how you structure deals, partnerships, and artistes relationships today?

Sir Hazan: Clarity over trust alone. Structure protects relationships.

TTC: Looking ahead, what does success look like for Digitizers Records? chart positions, cultural impact, or building systems artistes can thrive within long after hits fade? 

Sir Hazan: Building systems artistes can survive in long after the hits fade.

TTC: If an upcoming artistes were to sit across from you today, what is the single most important piece of advice you’d give them about navigating the modern music industry?

Sir Hazan: Master the business as much as the music.

TTC: Ten years from now, how do you hope Digitizers’ contribution to African music is documented, as a label, a platform, or a movement that redefined how artistes build careers?

Sir Hazan: As a movement that redefined how African artistes build careers.