Choose Your Record Label Wisely,” Tiwa Savage Advises Emerging Artists

Speaking during an interview on the Afrobeats Intelligence podcast hosted by Joey Akan, Savage said she did not fully appreciate the value of having a supportive label until she left Mavin Records.

According to the award-winning singer, her years at Mavin provided more than just professional opportunities. She recalled that whenever she faced public criticism or online controversies, she could rely on Don Jazzy and fellow label mates for emotional support and encouragement.

Savage explained that the family-like environment at Mavin allowed her to openly express her feelings and receive comfort during difficult moments, a form of support she says is often absent in larger international music companies.

Reflecting on her experience with foreign labels, the singer noted that many of them are primarily focused on business and commercial outcomes, with little attention given to the personal struggles artists may face.

She admitted that one of the things she misses most about Mavin Records is the sense of belonging and emotional connection she shared with others at the label.

Tiwa Savage joined Mavin Records in 2012 and rose to become one of Africa’s most celebrated female artists before departing in 2019 to sign with Universal Music Group. Since then, she has continued to enjoy international success while using her platform to speak candidly about the realities of the music industry.