Nigerian singer Tiwa Savage has opened up about the importance of a supportive record label, revealing that an artist’s mental health and emotional well-being can be heavily influenced by the kind of label they are signed to.
Speaking during a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan, the singer reflected on her experience after leaving Mavin Records and signing to an international label.
According to Savage, she did not fully appreciate the emotional support system she had while at Mavin until after she departed from the label in 2019.
The award-winning singer explained that during her years at Mavin, she enjoyed a family-like environment where she could freely share her struggles and emotions with the label boss, Don Jazzy, as well as other artists signed to the label.
She recalled how they would come together during difficult moments, especially when controversies surfaced online.
“Who you signed to is very important and I didn’t appreciate it until after I left Mavin,” she said.
“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.”
Savage contrasted that experience with her current reality under an international music label structure, noting that foreign labels are often more business-orientated and less emotionally connected to the personal struggles of artists.
According to her, she no longer has the same safe space to express vulnerability or seek emotional comfort.
“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,” she added.
Her comments have sparked discussions among music fans and industry observers about the pressure artists face behind the scenes and the importance of emotional support within the entertainment industry.
Savage also stressed that artists, especially upcoming talents, should be careful when choosing record labels and should consider more than financial benefits before signing contracts.
She advised musicians to pay attention to whether a label genuinely cares about them as individuals or simply views them as tools for generating revenue.
According to her, emotional well-being is just as important as career growth, especially in an industry where artists constantly face public criticism, online trolling, and performance pressure.
Tiwa Savage joined Mavin Records in 2012, shortly after the label was founded following the breakup of the former Mo’ Hits Records.
During her time at Mavin, she became one of the label’s biggest stars, releasing several hit songs and establishing herself as one of Africa’s leading female artists.
In 2019, she officially exited the label and later signed an international deal with Universal Music Group, expanding her global presence and audience.
Despite leaving Mavin, Savage has repeatedly maintained over the years that she still considers the label and its members family.
Her relationship with Don Jazzy, in particular, has remained cordial and supportive even after her exit.
The singer’s latest comments have also highlighted the growing conversation around mental health within the African entertainment industry, where many artists are increasingly speaking about emotional struggles, burnout, anxiety, and the pressure of fame.
Fans on social media praised Savage for being honest about the emotional realities of the music industry, with many agreeing that support systems are crucial for artists navigating public life.
Others also commended Don Jazzy and the Mavin structure for creating what many described as a nurturing environment for artists beyond just music business operations.
Tiwa Savage remains one of the most influential female figures in Afrobeats, with a career spanning over a decade and numerous awards, international collaborations, and global performances.
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