Afrobeats singer Tiwa Savage has spoken about the importance of record labels in shaping an artist’s mental health and emotional wellbeing, saying she only fully understood its impact after leaving Mavin Records.
She made the remarks during a recent appearance on the Afrobeats Intelligence podcast hosted by Joey Akan.
According to her, the type of label an artist is signed to can significantly influence the level of emotional and personal support they receive, especially during difficult moments in their careers.
Savage recalled her time at Mavin Records, noting that she often leaned on the label’s founder Don Jazzy and fellow artists for comfort during public controversies.
She described a close-knit environment where she could openly express emotions and receive support when dealing with pressure from the public and the media.
“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… I would cry if I had to cry and we would get through it,” she said.
However, she noted that her experience changed after moving to an international label, where she felt the structure was more business-focused and less personal.
“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.
Savage, who joined Mavin Records in 2012 before exiting in 2019, later signed with Universal Music Group.
Despite her departure, she emphasized that her relationship with Mavin remains strong, describing the label as family.
