Every new music era always comes with fresh voices, and Nigerian music has never lacked talents willing to bend sounds and push culture forward. Over the years, record labels have played a major role in shaping these talents, and one label that continues to set the pace is Mavin Records. When a new artist is introduced under that platform, it usually means there is something different about the sound, the story, or the vision.
LOVN is one of those artists whose entrance into the mainstream space didn’t come as noise but as a calculated move. His sound, background, and artistic direction show years of preparation rather than overnight hype. This is not just another signing announcement; it is the unveiling of an artist who understands music beyond trends and charts.
In this article, you’ll get a clear and well-rounded look at who LOVN is, where he comes from, how his music journey started, what makes his sound stand out, and what his career direction looks like under Mavin Records.
Who is LOVN?
LOVN—also known as Lovn, but let’s be real, it’s all the same, is a Nigerian singer, songwriter, and altogether talented musician signed to Mavin Records. It was Don Jazzy himself who made the formal introduction to the world, showing off one of the next big names in the Mavin family.
People know him by the alias Soundbender, which in itself is pretty fitting. LOVN brings together traditional Nigerian sounds and all the modern touches of Afro-influenced music to make a unique sound. All that cultural depth and modern storytelling makes his music something that can resonate with a wide range of people.
Early Life & Background
LOVN hails from Nigeria and spent his formative years all over the southwest part of the country. Coming up in an area that was all about rhythm, culture, and local music really helped shape his own musical identity.
As a kid he was already absolutely into music, messing around with freestyles and informal recordings from a young age. All this early practice helped him hone his stage presence and get a good grip on what makes a good sound. Growing up in Nigeria, he was exposed to traditional genres like Fuji and Apala, which you can see later became major influences in his music.
The Music Journey & Career Development
Before he was a household name, LOVN was making the rounds on talent shows and competitions. This was great for him, as it let him really hone his performance skills and get used to what works and what doesn’t in different environments. He even had a few stints on some of the bigger talent shows out there, which really helped him get more confident in his abilities.
As you might expect, at first LOVN took his time before putting out his first commercial releases. He spent that time experimenting with different sounds, studying music, and blending old with new in some seriously innovative ways. He was focused on getting his start just right, and that paid off big time.
His first project, “This Is LOVN” really showed off his unique style. Mixing Fuji rhythms with Afrocentric melodies and a dash of global influence, he pulled a whole new crowd in. People were especially drawn to the fact that this was an artist who was doing something fresh and different.
Signing With Mavin Records
Now we get to the part where LOVN joins forces with Mavin Records. This is a big deal, and for good reason. Being taken on by a label that’s all about helping artists grow slowly over time rather than rushing fame says a lot about his talent and the fact that he’s ready for this.
Getting signed to Mavin alongside Cupidszn means that LOVN gets to take part in a system that’s all about fostering creativity, building up a brand, and helping talented artists grow for the long term. With Mavin, he gets to be part of a system that lets you stay true to your art while at the same time pushing you to grow and evolve.
Music Style and Artistic Direction
LOVN’s music style is best described as a fusion of traditional Nigerian sounds and modern Afrobeats. His approach combines Fuji and Apala rhythms with contemporary melodies and lyrical storytelling.
His influences span across generations, drawing inspiration from legendary African musicians and global pop icons. This mix allows him to create music that feels familiar yet fresh, cultural yet modern.
Rather than chasing trends, LOVN focuses on sound identity. His music carries emotional depth, cultural references, and rhythmic balance that appeal to both local and international listeners.
Debut Under Mavin Records
Following his signing, LOVN released his first official single under Mavin Records, titled “Sorry I’m Busy”. The song reflects a hustler’s mindset, blending groove-heavy production with relatable lyrics. It showcases his ability to merge traditional influences with modern sound engineering.
The release set the tone for his journey under the label and introduced him to a wider audience. It also established his artistic direction and confirmed his place as a sound-focused artist rather than a trend-driven act.
Other Creative Ventures
Beyond music, LOVN is involved in fashion and visual creativity. He runs a fashion brand known as Loven Tribe, which reflects his artistic vision and interest in design. His creative skills also extend into styling and makeup artistry, reinforcing his identity as a multidimensional creative.
These ventures complement his music career and help build a broader personal brand that goes beyond sound alone.
Personal Life
LOVN maintains a private personal life, choosing to keep his family and relationships away from public attention. This approach allows him to focus on his craft while building a career based on work and consistency rather than controversy.
Income and Career Growth
As a developing artist under a major label, LOVN’s income streams include music releases, performances, creative projects, and brand-related ventures. His partnership with Mavin Records provides structured support that contributes to his professional growth and long-term stability.
Public Image and Reputation
LOVN is known for a clean public image and a disciplined approach to his career. He is focused on growth, learning, and consistent output, which positions him as an artist built for longevity rather than quick fame.
Conclusion
LOVN represents a new generation of Nigerian artists who understand culture, sound, and structure. His journey reflects patience, preparation, and creative depth. With a solid foundation, a clear artistic vision, and the backing of Mavin Records, his career is set on a steady path..