Don Jazzy reveals his problem with Ayra Starr, other Gen Z artists

Renowned music executive Michael Collins Ajereh, popularly known as Don Jazzy, has opened up about one of the key challenges he faces in managing Gen Z artists under his label, Mavin Records.

Speaking on an episode of the Who’s In The House podcast, the industry veteran revealed that many younger artists are often reluctant to actively promote their music on social media platforms—something he considers essential in today’s digital-driven music landscape.

According to Don Jazzy, a growing number of Gen Z artists are hesitant to frequently share their musical content online because they are overly concerned about maintaining a certain aesthetic or “clean” look on their social media pages. This, he noted, often comes at the expense of effective self-promotion.

He explained that the issue has led to repeated disagreements between him and some of his artists, particularly those who are already established and may feel less pressure to constantly market their work.

“I fight with my artists all the time because of their reluctance to post their musical content on their social media pages. I’m also fighting with my niece, who is into entertainment, for the same issue,” he said.

Don Jazzy expressed frustration over what he sees as a misconception among Gen Z creatives regarding self-promotion online.

“I don’t know who told Gen Z that it is not okay to post your work excessively on social media. They want to keep a clean page and don’t want to post or promote themselves,” he added.

He specifically mentioned Ayra Starr as an example, noting that the singer has sometimes attributed her hesitation to what she describes as imposter syndrome—a psychological barrier that can make individuals doubt their achievements or feel undeserving of success.

Despite these challenges, Don Jazzy emphasized the importance of consistent online visibility for artists, especially in an era where social media plays a critical role in music discovery, fan engagement, and brand building.

He urged artists to take full advantage of digital platforms by showcasing their work regularly and unapologetically, stressing that self-promotion remains a vital component of success in the modern music industry.