TIWA SAVAGE OPENS UP ON EMOTIONAL SUPPORT AT MAVIN RECORDS
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By: Ganiyat Sunmola
Nigerian singer Tiwa Savage has spoken about the emotional support she received during her time at Mavin Records, revealing how label boss Don Jazzy and fellow artistes stood by her through difficult periods in her career.
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 label, saying it functioned as a family and emotional support system for its artistes.
Tiwa Savage explained that she only truly realised the value of being signed to a supportive label after leaving Mavin.
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According to her, whenever she faced challenges, especially online criticism or personal struggles, she could freely turn to Don Jazzy and other labelmates for comfort and advice.
She recalled moments when artistes such as Dr Sid, Tega, and Reekado Banks would gather together to encourage one another during difficult situations.
The singer contrasted that experience with life under an international label structure, noting that foreign labels are often more business-oriented and less emotionally connected to artistes.
She said she misses the sense of family and emotional care she enjoyed at Mavin, adding that artistes should carefully consider whether a record label genuinely cares about them beyond commercial success.
Tiwa Savage stressed that emotional support and genuine concern from a label can significantly impact an artiste’s wellbeing and career, especially during challenging moments in the entertainment industry.
The Afrobeats star joined Mavin Records in 2012 during the early years of the label and later became one of the biggest female names in Afrobeats before exiting the company in 2019 to sign an international deal with Universal Music Group.
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