Renowned music executive Don Jazzy has opened up about one of the biggest hurdles he faces when working with Gen Z artists signed to his label.
During a recent appearance on the Who’s In The House podcast, the Mavin Records boss shared his frustration over what he describes as a growing reluctance among younger artists to actively promote their music on social media.
According to him, many Gen Z acts are hesitant to consistently post their songs, performances, or promotional content because they are overly focused on maintaining a certain aesthetic or “clean” look on their pages. This, he explained, often comes at the expense of visibility and engagement—two things that are crucial for success in today’s music industry.
Don Jazzy revealed that this difference in approach frequently leads to disagreements between him and his artists, particularly those who are already gaining recognition. He noted that he finds himself constantly encouraging them to be more proactive online, even if it means posting repeatedly about their work.
In his words, he said he often has to “fight” with his artists—and even his own niece, who is also in the entertainment space—over their unwillingness to share their content more aggressively.
He questioned the mindset behind the trend, wondering who convinced Gen Z creatives that promoting their work frequently is a bad thing. For him, visibility is everything, and holding back out of fear of overposting can do more harm than good.
He also pointed to Ayra Starr as an example, mentioning that she sometimes attributes her hesitation to imposter syndrome—a feeling many creatives can relate to, but one he believes should not limit self-promotion. He shared:
“I don’t know who told GenZ that it is not okay to post your work excessive on social media. They want to keep a clean page and don’t want to post or promote themselves. Especially Ayra Starr, who will tell me it’s imposter syndrome,”
Ultimately, Don Jazzy emphasized the importance of consistency and confidence in showcasing one’s craft. He urged artists to take every opportunity to put their work out there, reminding them that in an era driven by digital presence, staying visible is just as important as making great music.
