Renowned Nigerian music executive, Michael Collins Ajereh, popularly known as Don Jazzy, has opened up about a major challenge he faces with some of his record label artists, particularly Ayra Starr and other Gen Z talents.
Speaking during a recent episode of the Who’s In The House podcast, the Mavin Records boss revealed that many of his younger artists are often unwilling to actively promote their music on social media.
According to him, the hesitation stems from their desire to maintain a visually appealing or “clean” social media presence, rather than frequently posting promotional content about their work.
Don Jazzy noted that this mindset has led to repeated disagreements between him and his artists, especially Ayra Starr, whom he mentioned specifically.
He encouraged artists to consistently showcase and promote their work online, stressing the importance of visibility in today’s digital music industry.
In his words, he admitted to regularly clashing with his artists over their reluctance to share music content, adding that even his niece, who is also in the entertainment space, shares the same attitude. He questioned the idea among Gen Z creatives that posting their work frequently is inappropriate, noting that some, like Ayra Starr, attribute their hesitation to imposter syndrome.