For years, success in the music industry followed a simple rule: talent gets you noticed, but visibility keeps you relevant.
But now, according to Don Jazzy, that rule is being quietly challenged from within his own label.
In a recent podcast interview, the Mavin Records boss opened up about a growing tension with a new generation of artistes, including Ayra Starr. At the centre of it all is something deeper than strategy, which he blames on image control.
Who is Don Jazzy & Ayra Starr?
Don Jazzy, born Michael Collins Ajereh, is one of Nigeria’s most influential music executives and producers. He founded Mavin Records in 2012 and has played a key role in shaping modern Afrobeats, working with and developing some of the industry’s biggest names.
Ayra Starr, on the other hand, represents the new wave. Born Oyinkansola Aderibigbe, she rose to fame after being discovered by Don Jazzy on social media and signed to Mavin Records. Since her 2021 debut, she has grown into a global star, with hits like “Rush” earning international chart success and even a Grammy nomination.
Her journey from Instagram covers to global stages perfectly captures the power of the digital era. Yet, ironically, it is this same digital space that now sits at the heart of the conversation.
What Don Jazzy Said about Ayra Starr, Imposter Syndrome & Promotion
Speaking on the Who’s In The House podcast, Don Jazzy did not hide his frustration. He revealed that he often clashes with his artistes over one thing: promotion.
“I fight with my artists all the time,” he said, pointing to their reluctance to post their music online. According to him, many Gen Z artistes prefer to keep their social media pages “clean” and carefully curated rather than constantly pushing their work.
This mindset, he explained, directly affects how their music reaches audiences.
“I don’t know who told Gen Z that it is not okay to post your work excessively,” he added, stressing that visibility is still critical in today’s industry.
Don Jazzy specifically referenced Ayra Starr, noting that some of these concerns come from the artistes themselves. In her case, he said, she has described the feeling as “imposter syndrome”, an internal doubt that makes her hesitant to put herself out too frequently online.
Rather than endorsing that view, Don Jazzy pushed back against it, suggesting that this kind of hesitation, no matter the label can limit an artiste’s reach in a fast-moving digital space.
The result is a paradox: they have the platforms and the audience, yet they still hesitate to fully use both. For Don Jazzy, this hesitation is not just a personal choice, it is a professional risk.
Conclusion
At its core, Don Jazzy’s comments reveal more than just a disagreement over social media strategy.
They expose a generational shift in how success is defined and managed. While older industry players see constant promotion as necessary, many Gen Z artistes are more concerned with image, balance, and perception.
Somewhere between confidence and caution lies the real challenge: how to stay visible without feeling overexposed, and how to promote without losing authenticity.
As the industry continues to evolve, one question lingers… can this new generation of artistes truly dominate the global stage while still holding back from fully showing up? Or are times changing.
