LAGOS, Nigeria — Nigerian singer Tiwa Savage has opened up about the importance of record labels in safeguarding artists’ mental health, recalling how she leaned on Mavin Records founder Don Jazzy during difficult times in her career.
Speaking on the Afrobeats Intelligence podcast with Joey Akan, Savage said she didn’t fully appreciate the role of a supportive label until she left Mavin Records in 2019. “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,” she said. She contrasted that with her current experience at a foreign label, noting that “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.”
Savage emphasized that artists must discern whether a label genuinely cares about their wellbeing or simply views them as “money-making machines.”
Tiwa Savage joined Mavin Records in 2012, becoming one of the label’s biggest stars before signing with Universal Music Group in 2019. Known as the “Queen of Afrobeats,” she has built an international career with hits like Kele Kele Love and All Over.
Born on February 5, 1980, in Lagos, Savage moved to London at age 11, where she began her career as a backup singer for global stars including George Michael, Mary J. Blige, Beyoncé, and Whitney Houston. She studied Business Administration at the University of Kent and later attended the Berklee College of Music in Boston. In 2009, she signed a publishing deal with Sony/ATV Music Publishing before returning to Nigeria to pursue her solo career. Her debut album Once Upon a Time (2013) established her as a force in Afrobeats, followed by acclaimed projects like R.E.D (2015), Sugarcane EP (2017), Celia (2020), and Water & Garri EP (2021). In 2018, she became the first woman to win Best African Act at the MTV Europe Music Awards, and in 2022, she received an honorary doctorate in music from the University of Kent.
Don Jazzy, born Michael Collins Ajereh, is one of Nigeria’s most influential music producers and entrepreneurs. He co-founded Mo’ Hits Records with D’banj before establishing Mavin Records in 2012, which has launched the careers of artists such as Rema, Ayra Starr, and Korede Bello. His reputation for mentorship and accessibility has made him a central figure in Nigeria’s music industry.
Despite leaving Mavin, Savage has maintained that the label remains “family,” underscoring the lasting impact of the support system she once relied on.
