Ace music executive Michael Collins Ajereh, popularly known as Don Jazzy, has opened up about his struggles with managing younger artists. The Mavin Records boss revealed that dealing with GenZ talents presents a unique set of challenges compared to previous generations.
Speaking on a recent podcast, the veteran producer lamented the reluctance of younger artists to promote their work passionately on social media. He noted that many of these artists prioritize the visual appeal of their pages over the actual marketing of their music.
Aesthetics over excessive promotion on social media
Don Jazzy explained that a significant number of GenZ artists are adamant about maintaining a “clean” social media page. This desire for aesthetics often prevents them from flooding their feeds with promotional content, which is a core part of music marketing.
He disclosed that this issue often leads to disagreements between the label leadership and the artists, including global stars like Ayra Starr. According to him, these artists often cite “imposter syndrome” or the fear of appearing too desperate as reasons for their reserved online presence.
Label boss urges artists to showcase their work
The music mogul emphasized that he even has similar arguments with family members involved in the entertainment industry. He expressed confusion over the idea that posting one’s work excessively is no longer considered acceptable or “cool” by the younger demographic.
“I don’t know who told GenZ that it is not okay to post your work,” he stated, urging artists to seize every opportunity to showcase their talent. He maintains that constant visibility remains the most effective tool for staying relevant in the fast-paced digital music ecosystem.
