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Speaking on the Who’s In The House podcast, the Mavin Records boss said many younger artists are often reluctant to aggressively promote their work online, preferring to keep their social media pages “clean” and aesthetically curated.
Music executive Don Jazzy has revealed what he describes as a growing challenge in managing Gen Z artists under his record label, particularly around how they promote their music on social media.
Speaking on the Who’s In The House podcast, the Mavin Records boss said many younger artists are often reluctant to aggressively promote their work online, preferring to keep their social media pages “clean” and aesthetically curated.
According to him, this mindset sometimes creates disagreements within the label, as he believes constant visibility is key to success in today’s music industry.
“I fight with my artists all the time because of their reluctance to post their musical content on their social media pages,” he said.
Don Jazzy added that even within his personal circle, he has observed similar behaviour, stressing that Gen Z creatives often underestimate the importance of self-promotion.
“I don’t know who told Gen Z that it is not okay to post your work excessively on social media,” he said.
He specifically referenced singer Ayra Starr, noting that she and some other young artistes sometimes express concerns about overexposure online, including what she describes as “imposter syndrome.”
The producer, however, insisted that consistent promotion remains essential for artists looking to build and sustain relevance in the industry.
He urged upcoming and established acts alike to take ownership of their digital presence and actively push their work across platforms whenever possible.