Ace music executive Don Jazzy has opened up about one of the major challenges he faces working with younger artistes under his label.
Speaking on an episode of the Who’s In The House podcast, the Mavin Records boss said many Gen Z artists are often unwilling to actively promote their music on social media.
According to him, the issue stems from their desire to maintain a certain aesthetic on their pages, which limits how often they share their work.
“I fight with my artists all the time because of their reluctance to post their music content on their social media pages. I’m also fighting with my niece, who is into entertainment, for the same issue,” he said.
He further questioned the mindset behind the trend, noting that self-promotion is essential in today’s music industry.
“I don’t know who told Gen Z that it is not okay to post your work excessively 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 added.
Don Jazzy emphasised the importance of visibility, urging artistes to consistently showcase their work online rather than holding back due to social media appearance.
His comments have since sparked discussions about how younger artistes approach branding and promotion in the digital age.
