Nigerian singer Tiwa Savage has spoken on the effect record labels can have on the emotional wellbeing of artistes, saying she only fully understood its importance after leaving Mavin Records.
The music star made the revelation during a recent appearance on the Afrobeats Intelligence podcast hosted by Joey Akan.
She explained that while she was signed to Mavin, she had people around her she could lean on whenever she faced pressure or criticism online.
According to Tiwa Savage, she often turned to Mavin boss Don Jazzy and other artistes in the label during difficult moments.
She said they usually spent time together discussing issues affecting them, adding that the support system helped her handle emotional stress and public controversies.
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The singer said things became different after moving to an international label.
She explained that foreign labels are mostly focused on business and may not provide the same personal connection or emotional support artistes receive in local labels.
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She admitted that she misses the close relationship and family-like atmosphere she enjoyed during her years at Mavin.
Tiwa Savage also advised artistes to be careful when choosing record labels.
She said musicians should pay attention to whether a label genuinely cares about their wellbeing or only sees them as a source of income.
She said, “Who you signed to is very important and I didn’t appreciate it until after I left Mavin. 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.
“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 it.”
The award-winning singer joined Mavin Records in 2012 and later exited the label in 2019 after signing a deal with Universal Music Group.
Despite leaving the label years ago, she has continued to describe Mavin as family.
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