Nigerian singer Tiwa Savage has opened up on the emotional support she enjoyed during her years at Mavin Records, revealing how label boss Don Jazzy and fellow artistes helped her through difficult moments in her career.
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Speaking on a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan, the singer described Mavin Records as more than just a music company but a support system where artistes could freely express themselves emotionally during challenging periods.
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Tiwa Savage said she only fully appreciated the importance of being signed to a caring label after leaving Mavin.
She said, “Who you signed to is very important and I didn’t appreciate it until after I left Mavin. Mavin is still like family. So, if there is something going on, online or whatever, I promise you, I will run to Jazzy’s room and we will all come like, Dr Sid, Tega, Reekado Banks, all of us in the room, on the floor, on the bed. We will talk about it, if I have to cry and whatever and we will get through it.
The 46-year-old then compared that experience to life under an international record label structure, explaining that the emotional connection she once enjoyed at Mavin is something she now misses.
“But being with a [foreign] label, they don’t really care about your personal stuff. So, I can’t really go to the Empire office and cry,” she said
Tiwa Savage noted that the difference made her realise how important it is for artistes to carefully choose the kind of label they sign to, beyond just financial benefits or global exposure.
“I miss that part. I learned that it is really, really important to be really able to discern if whoever you are signing with really, really cares or if you are just (a dollar cheque),” she added.
According to the Afrobeats star, genuine care and emotional support can make a major difference in an artiste’s career, especially during difficult moments in the industry.
“It makes a difference if they care for you as a person as opposed to just because the minute you stop making the hits,” she said.
Tiwa Savage joined Mavin Records in 2012 during the early years of the label and rose to become one of Afrobeats’ biggest female stars before leaving in 2019 to sign an international deal with Universal Music Group.
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