Nigerian music superstar Tiwa Savage has made it clear that she has no plans to sign an artist under her label, citing the challenges associated with talent management. In an exclusive interview with Forbes Africa, the award-winning singer shared insights into why she prefers to support upcoming musicians through alternative means.
Tiwa Savage on Why She Won’t Sign Another Artist
Speaking candidly, Tiwa Savage addressed the common expectation that she should sign budding artists under her brand. However, she believes artist management comes with excessive stress.
“People always ask me, ‘When are you going to sign an artist?’ Honestly, I don’t think I have the gift for it. Managing an artist is stressful… I could be asleep and suddenly wake up to find my artist trending for something unrelated to music,” she revealed.
Tiwa Savage’s Vision for a Music School
While she may not be keen on signing artists directly, Tiwa Savage remains dedicated to nurturing young talent. She expressed her plans to establish a music school, providing upcoming musicians with proper training before they join record labels that can genuinely support their careers.
“I do have the gift to help, which is why I am working on setting up a music school. There, artists can develop their craft before signing with a label that truly understands how to promote them,” she explained.
The Importance of Ownership in the African Music Industry
Beyond her personal career, Tiwa Savage emphasized the need for African artists to maintain control over their creative works. She strongly advocates for ownership in the music industry, encouraging musicians to prioritize their rights over their art, publishing, and record labels.
“We need to own our music, our publishing, and our labels,” she stressed. “It is essential that we take charge of telling our own stories.”
Advice to Emerging Artists: Don’t Rush to the Top
Tiwa Savage also offered valuable advice to up-and-coming musicians, urging them to build a solid foundation before seeking mainstream success. She warned about the pressures that come with fame, emphasizing the freedom that artists have in their early creative stages.
“A lot of artists rush to the top, but once you get there, you start dealing with expectations—streams, concerts, contracts,” she noted. “In the beginning, you have the freedom to create without restrictions. Build a strong foundation, so when criticism comes, you don’t lose yourself.”
Building Africa’s Music Industry Instead of Seeking Validation Abroad
Tiwa Savage challenged the trend of African artists striving to break into international markets, arguing that the focus should instead be on strengthening Africa’s music industry.
“Why are we always trying to break into foreign markets? We should be making our industry strong enough that others want to break into ours,” she stated. “With the right infrastructure, affordable data, and investments, we wouldn’t need validation from elsewhere.”
Conclusion
Tiwa Savage remains a powerhouse in the African music scene, not just for her incredible talent but for her dedication to empowering the next generation. While she may not be signing artists under her wing, her vision for a structured and sustainable music industry in Africa is undeniable.
Forbes Africa Interview
Billboard Music Industry Insights
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