I used to cry in Don Jazzy’s room during difficult moments  — Tiwa Savage

By Adegboyega Adeleye

Nigerian singer Tiwa Savage has spoken about the emotional support she received during her tenure at Mavin Records, explaining how label head Don Jazzy and fellow artists helped her navigate challenging moments in her career.

During a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan, the singer described Mavin Records as more than a music company; she said it functioned as a support system where artists could openly express themselves during difficult times.

Savage said she only fully understood the value of being signed to a caring label after she left Mavin.

“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 said.

The 46‑year‑old compared that experience to life under an international record label, noting 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.

Savage highlighted that this realization underscored the importance for artists to carefully choose the type of label they sign with, beyond 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 significant difference in an artist’s career, especially during tough industry moments.

“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.

Savage joined Mavin Records in 2012, during the label’s early years, and rose to become one of Afrobeats’ biggest female stars before departing in 2019 to sign an international deal with Universal Music Group.

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