Mavin Records boss Don Jazzy has shared blunt advice for upcoming artistes trying to break into the music industry, making it clear that social media inactivity could cost them major opportunities.
The veteran music executive spoke out against the growing trend of young artistes maintaining only a few Instagram posts, branding the approach “aesthetic.”
According to Don Jazzy, visibility and consistency online remain extremely important in today’s entertainment business, especially for emerging talent hoping to attract the attention of labels, fans, and industry executives.
“I will never sign you if you don’t like to post,” he said candidly.
The Mavin boss explained that he finds it frustrating when rising artistes barely engage online yet expect people to discover their music or invest in their careers.
“I’m tired of seeing artistes with just 3 posts on Instagram calling it aesthetic,” he added.
Don Jazzy also pointed out that many young African artistes are trying to imitate already established stars without understanding the level of fame and fan loyalty those celebrities already possess.
Using international celebrities as examples, he stressed that even some of the world’s biggest stars remain highly active online despite their status.
“Kim Kardashian has over 6000 posts, Travis Scott has thousands too,” he said.
“Stop trying to copy Wizkid, Burna Boy and Asake.”
The comment quickly sparked conversations online, especially among young creatives and music fans, as they debated the role social media now plays in building a successful entertainment career.
Many agreed with Don Jazzy, arguing that online consistency has become part of modern artist branding and audience-building.
Others, however, defended the minimalist “aesthetic” approach, saying some artistes prefer privacy or intentional branding strategies.
As head of Mavin Records, Don Jazzy has helped launch and develop several successful music careers over the years, making his opinions highly influential within the Nigerian music industry.
His latest comments now add to broader discussions about visibility, branding, and how social media culture continues to shape the success of modern entertainment.
