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It’s a stressful task – Tiwa Savage explains why she won’t sign artists under her
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Tiwa Savage Rejects Signing Artists, Advocates for Ownership and Industry Growth
Nigerian Afrobeats superstar Tiwa Savage has made it clear that she has no plans to sign an artist, despite mounting pressure from fans and industry insiders.
Speaking in a candid interview with Forbes Africa, she opened up about the challenges of artist management and the importance of ownership in the music business.
“People always ask, ‘When are you signing an artist?’ But honestly, I don’t think I have that gift,” she admitted. “Artists can be stressful… Imagine sleeping peacefully, only to wake up and find your artist trending for all the wrong reasons.”
Instead of running a record label, Tiwa revealed her alternative plan—establishing a music school to nurture young talent and guide them toward sustainable careers.
“I do have the ability to help, which is why I want to create a music school. Artists can develop their craft there and later sign with labels that can truly support them,” she explained.
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Beyond mentorship, Tiwa cautioned up-and-coming artists against rushing to fame, stressing the importance of building a solid foundation before reaching the peak of their careers.
“Enjoy the early days,” she advised. “Many artists are in a hurry to blow, but once you’re at the top, the pressure kicks in—streams, concerts, obligations. When you’re just starting, you have the freedom to create without limits. Build a strong foundation so that when opinions start flying, you won’t lose yourself.”
Tiwa also championed the need for African artists to reclaim ownership of their music, publishing, and record labels, advocating for a self-sufficient industry that doesn’t rely on external validation.
“We should be telling our own stories, owning our own art,” she emphasized. “Why are we so eager to break into foreign markets? Instead, we should be strengthening ours, so others fight to break into our industry.”
She pointed out that with the right infrastructure, affordable data, and proper investment, African artists wouldn’t need to chase global validation—they would naturally command global attention.
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