Nigerian music mogul Michael Collins Ajereh, better known as Don Jazzy, recently discussed the challenges of managing Gen Z artists at his renowned label, Mavin Records. Speaking on the “Who’s In The House” podcast, he expressed frustration with younger musicians’ reluctance to promote their music on social media. According to Don Jazzy, many of these artists prioritize the aesthetic appeal of their online profiles over sharing musical content with fans.
The founder explained that this tendency often leads to disagreements with his roster, especially with artists who are already established. “I fight with my artists all the time because of their reluctance to post their musical content on their social media pages,” he said, adding that the issue even spills into his personal life, causing conflicts with his niece, who is also in the entertainment industry.
Don Jazzy attributes this behavior to a misconception among Gen Z musicians that excessive self‑promotion is inappropriate. He noted that many young artists prefer to keep their online presence “clean” and avoid frequent posts about their work. As an example, he cited Ayra Starr, one of Mavin’s prominent artists, who often mentions “imposter syndrome” as a reason for hesitating to promote her music.
Emphasizing the importance of leveraging social media, the veteran producer urged musicians to use these powerful promotional tools to showcase their work, reach audiences, and build their careers. His comments highlight the evolving dynamics between industry veterans and the new generation of artists, underscoring the challenges of adapting to changing attitudes toward self‑promotion and digital engagement.
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