Nigerian music executive and Mavin Records founder, Don Jazzy, has criticized the growing trend of upcoming artistes keeping only a few posts on their Instagram pages in the name of maintaining an “aesthetic” image.…....
Speaking during a candid conversation, the renowned producer emphasized the importance of having a strong and active social media presence, especially for rising artistes seeking visibility and opportunities in the entertainment industry.
According to Don Jazzy, he is unlikely to sign or work with artistes who are inactive online and fail to consistently engage their audience through content.
“I will never sign you if you don’t like to post,” he stated.
The music executive further expressed frustration over seeing upcoming artistes maintain Instagram pages with just a handful of posts while still expecting to break into the competitive music scene.
“I’m tired of seeing artistes with just three posts on Instagram calling it aesthetic,” he added.
Don Jazzy also compared the online presence of international celebrities with that of some African stars many upcoming artistes try to imitate. Using figures like Kim Kardashian and Travis Scott as examples, he noted that consistency and visibility remain important regardless of fame or status.
He went on to advise aspiring artistes against blindly copying the social media habits of top Nigerian stars such as Wizkid, Burna Boy, and Asake, stressing that every artiste has a unique journey and branding strategy.
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