I USED TO CRY IN DON JAZZY’S ROOM DURING DIFFICULT MOMENTS — TIWA SAVAGE. (PHOTO).

Nigerian Afrobeats star Tiwa Savage has highlighted the familial support she received at Mavin Records, revealing how label boss Don Jazzy and her fellow artistes helped her navigate tough periods in her career.

In a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan, the 46-year-old singer described Mavin Records as far more than a business entity, calling it a genuine support system where artists could openly express their emotions and receive care during challenging times.

Tiwa Savage admitted that she only fully appreciated the value of being signed to such a caring label after her departure. 

“Who you signed to is very important and I didn’t appreciate it until after I left Mavin,” she said. “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 contrasted this close-knit environment with her experience under an international record label, noting the lack of personal emotional connection.

“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,” Savage stated.

The singer emphasised the importance for artistes to choose labels based on genuine care rather than solely on financial deals 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 Savage, this personal support makes a significant difference in an artist’s career, especially when commercial success fluctuates.

“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.

Tiwa Savage joined Mavin Records in 2012 during the label’s formative years and became one of Afrobeats’ leading female artistes before exiting in 2019 to sign a deal with Universal Music Group.