Nigerian music mogul Michael Collins Ajereh, better known as Don Jazzy, has spoken out about the challenges he faces managing Gen Z artists at Mavin Records, his renowned record label.
In a recent episode of the Who’s In The House podcast, Don Jazzy expressed frustration with the reluctance of younger artists to actively promote their music on social media platforms. He explained that many Gen Z musicians are more focused on maintaining the aesthetic appeal of their online profiles than sharing their musical content with fans.
The Mavin Records founder revealed that this issue often leads to disagreements with his artists, particularly those who are already established in the industry. “I fight with my artists all the time because of their reluctance to post their musical contents on their social media pages,” Don Jazzy stated. He added that the problem extends beyond his professional life, mentioning conflicts with his niece, who is also involved in the entertainment industry, over the same issue.
Don Jazzy attributed this behavior to a misconception among Gen Z artists that excessive self-promotion on social media is inappropriate. He noted that many young musicians prefer to keep their online presence “clean” and avoid frequent posts about their work. The music executive cited Ayra Starr, one of Mavin Records’ prominent artists, as an example, mentioning that she often cites “imposter syndrome” as a reason for her reluctance to promote her music.
The veteran producer emphasized the importance of artists utilizing social media to showcase their work whenever possible. He urged musicians to take advantage of the powerful promotional tools available through various online platforms to reach their audience and build their careers.
Don Jazzy’s comments shed light on the evolving dynamics between music industry veterans and the new generation of artists, highlighting the challenges of adapting to changing attitudes towards self-promotion and social media usage in the digital age.
