Ace music executive Michael Collins Ajereh, popularly known as Don Jazzy, has opened up about the challenges he faces managing Gen Z artists under his label, Mavin Records.
Speaking on an episode of the Who’s In The House podcast, the industry heavyweight revealed that one of his biggest struggles is getting younger artists to actively promote their music on social media.
According to him, many Gen Z artists are hesitant to frequently share their work online, as they prioritize maintaining a visually appealing and carefully curated social media presence.
“A lot of them don’t want to post their music excessively because they are trying to keep a clean page,” he explained.
Don Jazzy noted that this reluctance often leads to disagreements between him and his artists, particularly those who are already established in the industry. He added that the issue extends beyond his signed acts, citing similar concerns with younger creatives within his circle.
“I fight with my artists all the time because of their reluctance to post their musical contents on their social media pages. I’m also fighting with my niece, who is into entertainment, for the same issue,” he said.
The veteran producer questioned the mindset behind the trend, expressing confusion over why many Gen Z creatives shy away from consistently promoting their own work online.
“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 promote themselves,” he added.
He also referenced Ayra Starr, noting that the singer has at times attributed her hesitation to imposter syndrome.
Don Jazzy ultimately encouraged artists to take advantage of social media platforms by consistently showcasing their work, stressing that visibility remains a key factor in building a successful music career.
