Mavin Records boss Don Jazzy has sent a strong message to aspiring artistes, making it clear that social media presence is no longer optional in today’s music industry.
In a blunt statement, the veteran producer criticized the growing trend of upcoming artistes maintaining nearly empty Instagram pages in the name of “aesthetics.”
“I’m tired of seeing artistes with just three posts on Instagram calling it aesthetic,” he said, expressing frustration at what he believes is a misunderstanding of branding and visibility.
According to him, consistency and engagement online play a major role in building a successful music career, especially in an era where fans connect with artistes beyond just their music.
To drive his point home, Don Jazzy referenced global and local stars like Kim Kardashian and Travis Scott, both of whom have thousands of posts and maintain active online presence despite their massive fame.
He also advised upcoming artistes to stop trying to emulate the minimalist social media styles of top Nigerian stars like Wizkid, Burna Boy, and Asake.
According to Don Jazzy, these established acts have already built loyal fanbases and global recognition, allowing them to maintain a certain level of mystery or low activity online—something emerging artistes simply cannot afford.
His statement underscores a larger reality in the modern music business: talent alone is no longer enough. Visibility, personality, and consistent engagement are key ingredients for growth.
The comment has since sparked conversations across social media, with many agreeing that upcoming artistes need to be more intentional about promoting themselves, while others argued that quality should still matter more than quantity.
Regardless of the debate, Don Jazzy’s stance is clear if you want to get noticed, you have to show up, not just in the studio, but online as well.
