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Popular music executive and Mavin Records boss Don Jazzy has stirred reactions online after speaking about the importance of social media activity for upcoming artistes hoping to succeed in the music industry.
The veteran producer made it clear that he is not impressed by artistes who maintain very little presence online while calling it “aesthetic.” According to him, many rising musicians are copying the lifestyle of already established stars without understanding the level of work and visibility required to grow a career from scratch.
Speaking on the issue, Don Jazzy said he would not consider signing any artiste who refuses to stay active on social media platforms.
“I will never sign you if you Dont like to post”
The music executive expressed frustration over the growing trend of upcoming artistes having just a few photos or posts on Instagram while expecting to attract attention from record labels, fans, and industry executives.
“I’m tired of seeing artistes with just 3 posts on Instagram calling it aesthetic”
Don Jazzy also compared the online presence of global celebrities with that of some African stars many young artistes admire and try to imitate. He explained that international entertainers like Kim Kardashian and Travis Scott constantly engage their audience online despite already being famous worldwide.
“Kim Kardashian has over 6000 posts, Travis Scott has thousands too… stop trying to copy Wizkid, Burna Boy and Asake”
His comments quickly sparked conversations across social media, with many users agreeing that consistency online has become an important part of building a successful entertainment career. Some people argued that talent alone is no longer enough in today’s digital age, especially for upcoming artistes trying to gain recognition in a competitive industry.
Others, however, defended the idea of keeping a low-profile social media page, saying creativity and music quality should matter more than online activity. Despite the debate, many fans believe Don Jazzy’s statement reflects the current reality of the music business where visibility, branding, and audience engagement play a major role in attracting opportunities.
Over the years, Don Jazzy has helped launch and develop the careers of several successful Nigerian artistes, making his opinion highly respected within the entertainment industry. His latest remarks have once again drawn attention to the growing connection between music success and social media influence in the modern era.
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