Don Jazzy Explains Why He Follows ‘Gen Z Baddies’ on Instagram
Nigerian music executive Don Jazzy has revealed that his social media habits, often joked about by fans, play a key role in how he discovers new talent.
The Mavin Records founder addressed comments about following “Gen Z baddies” on Instagram, explaining that the pattern is intentional and tied to his scouting process.
In fact, he said that same approach led him to Ayra Starr, who would later become one of the label’s standout stars.
People always say I follow plenty Gen Z baddies on IG, but that is actually how I discovered Ayra Starr.
Beyond that, he explained that his process goes further than casual scrolling. Once he spots potential, he reaches out directly and sometimes even contacts family members to build a connection with emerging artistes.
He added that platforms like Instagram give him early access to raw and unfiltered talent, especially among younger creatives.
