Nigerian singer Tiwatope Omolara Savage, popularly known as Tiwa Savage, has spoken about her relationship with Mavin Records boss, Don Jazzy, and the support system she once enjoyed while signed to the label.
During a recent appearance on the Afrobeats Intelligence podcast, the singer reflected on her time at Mavin Records, describing it as a place where she truly felt at home. According to her, the kind of record label an artist signs to can have a major impact on their emotional wellbeing and overall experience in the industry.
Tiwa explained that while she was with Mavin, she had easy access to Don Jazzy and her fellow label mates whenever she needed support. She said the environment allowed artists to lean on one another, especially during difficult moments or public controversies.
Tiwa Savage joined Mavin Records in 2012 and became one of the label’s biggest stars, helping to shape the Afrobeats sound and push it to a wider global audience. She eventually left the label in 2019 before signing a new deal with Universal Music Group, marking the start of the next phase of her international career.
However, she noted that things feel very different now that she is signed to an international label, where the relationship between artists and the label is more professional and less personal.
“Who you signed to is very important and I didn’t appreciate it until after I left Mavin. Whenever there’s a controversy online I’d run to Don Jazzy’s room, sit on the floor or bed with other Mavin acts and we would talk about it.
“I would cry if I had to cry and we would get through it. 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. I miss that part it,” she stated.
