Music executive Don Jazzy has highlighted a key challenge he faces managing Gen Z artistes signed to his Mavin Records label — their reluctance to aggressively promote their music on social media.
In a recent appearance on the Who’s In The House podcast, the Mavin boss revealed that many of his younger artists prefer to keep their social media pages “clean” and aesthetically curated, rather than constantly posting about their work.
This difference in approach, he said, often leads to disagreements within the label, as he strongly believes consistent online visibility is essential for success in today’s music industry.
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“I fight with my artists all the time because of their reluctance to post their musical content on their social media pages,” Don Jazzy stated.
He added that he has noticed the same pattern even among Gen Z creatives in his personal circle, noting that many underestimate the power 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 remarked.
Don Jazzy specifically mentioned Ayra Starr, revealing that she and some other young artistes sometimes worry about overexposure, including struggles with what she describes as “imposter syndrome.”
Despite these concerns, the producer maintained that relentless promotion remains crucial for artists who want to build and sustain relevance in a highly competitive industry.
He advised both upcoming and established acts to take full ownership of their digital presence and push their music across platforms as often as possible.