Nigerian music star Tiwa Savage has shared an emotional glimpse into her early days at Mavin Records, revealing how label boss Don Jazzy and fellow artistes provided a safe space for her to cry and receive support during challenging periods.
The 46-year-old singer opened up during a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan. She described Mavin Records as more than a record label, calling it a family-like environment where artistes could openly express their struggles.
“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.”
She contrasted this close-knit support with her experience after signing with an international label.
“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.”
Tiwa Savage admitted missing the emotional backing she once enjoyed.
“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 emphasised the value of genuine care in the industry.
“It makes a difference if they care for you as a person.”
Tiwa Savage joined Mavin Records in 2012 and became one of Africa’s biggest female music exports before parting ways in 2019 to pursue a global deal with Universal Music Group. Her candid reflection highlights the often-overlooked emotional toll of the music business and the importance of supportive structures for artistes.