Ace music executive Michael Collins Ajereh, popularly known as Don Jazzy, has opened up about one of the biggest challenges he faces in managing younger artists in today’s music industry.
Speaking on an episode of Who’s In The House podcast, the Mavin Records boss revealed that his major struggle with Gen Z artists is their reluctance to actively promote their music on social media.
According to him, many of these artists are overly concerned with maintaining a certain aesthetic on their pages, often at the expense of consistently pushing their work to fans.
“I fight with my artists all the time because of their reluctance to post their music content on their social media pages,” Don Jazzy said. “I’m also fighting with my niece, who is into entertainment, for the same issue.”
Don Jazzy explained that while he believes constant visibility is key to success in the digital age, many Gen Z artists prefer a more curated online presence. This, he noted, often leads to disagreements, especially with more established acts under his label.
He pointed out that some artists are hesitant to “overpost” their music because they want their pages to look clean and visually appealing, rather than promotional.
“I don’t know who told Gen Z that it is not okay to post your work excessively on social media,” he added.
Highlighting a specific example, Don Jazzy referenced Ayra Starr, noting that she sometimes attributes her hesitation to promote content to imposter syndrome.
“Especially Ayra Starr, who will tell me it’s imposter syndrome,” he said.
His comment sheds light on the internal struggles some young artists face, even at the peak of their careers, balancing confidence, public perception, and self-doubt.
The music executive’s remarks have sparked conversations about the evolving role of social media in artist promotion. In an era where platforms like Instagram, TikTok, and X (formerly Twitter) serve as primary marketing tools, consistent engagement is often seen as crucial for visibility and growth.
However, Gen Z creatives are increasingly prioritising branding, storytelling, and visual identity, sometimes choosing quality and cohesion over frequency.
Industry observers say this generational shift reflects a broader change in how younger artists approach fame, preferring authenticity and controlled narratives rather than constant exposure.
Don Jazzy’s comments highlight a growing generational divide in the music business. While older executives and industry veterans emphasise hustle, repetition, and visibility, younger artists are redefining how they connect with audiences.
For Don Jazzy, however, the solution remains straightforward: artists must take every opportunity to promote their work.
He urged musicians to consistently showcase their content online, stressing that social media remains one of the most powerful tools for building and sustaining a career in today’s entertainment landscape.
As the industry continues to evolve, the balance between strategic branding and aggressive promotion may define how successfully the next generation of artists navigates the global stage.
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