Renowned Nigerian music executive Don Jazzy has shared his frustrations about working with a new generation of artists, pointing to social media habits as a major source of tension.
The Mavin Records founder spoke candidly during an episode of the Who’s In The House podcast, where he discussed the growing disconnect between artists and active self-promotion in the digital age.
According to him, many Gen Z artists under his label are often hesitant to actively push their music on their own platforms. Rather than frequently sharing their content, they tend to focus on maintaining a visually curated or “clean” social media presence.
This approach, he said, clashes with his belief in consistent visibility and audience engagement. As a result, it has become a recurring point of disagreement between him and his signees, including some of the label’s biggest names such as Ayra Starr.
“I fight with my artists all the time because of their reluctance to post their muscat contents on their social media pages. I’m also fighting with my niece, who is into entertainment, for the same issue.
“I don’t know who told GenZ that it is not okay to post your work excessive on social media. They want to keep a clean page and don’t want to post or promote themselves. Especially Ayra Starr, who will tell me it’s imposter syndrome,” he lamented.
Despite the differences in perspective, Don Jazzy stressed the importance of visibility in today’s music industry.
He urged artists to take advantage of every opportunity to share their work and connect with their audience online, emphasizing that consistent promotion remains key to growth and relevance.
