Too Stressful –Tiwa Savage Explains Why She Won’t Sign Artists

On Mar 9, 2025

Nigerian Afrobeats star Tiwa Savage has revealed that she has no intention of signing an artist, despite facing pressure to do so.

In an interview with Forbes Africa, Tiwa Savage shared her reasons, citing the challenges and stress involved in managing artists.

She said, “Everyone always says to me, ‘When are you going to sign an artist?’ I don’t think I have the gift to sign another artist because artists are stressful… I could just be sleeping, and then I will wake up, and my artist is trending for something else,” she said.

The singer, however, said she is willing to support upcoming musicians by creating a music school.

She explained, “I do have the gift to help, which is why I am trying to do music school, where you can go and later sign up for a label that can actually help you.” Speaking further, Tiwa Savage cautioned emerging artists against rushing to fame, emphasizing the importance of building a strong foundation before reaching the pinnacle of their careers. She also spoke about the pressures of success and emphasized the importance of ownership in the music industry.

“Cherish the beginning,” she advised. “A lot of artists rush to the top, but once you are there, you face pressures — streams, concerts, obligations. When you start, you are free to create without limitations. Build a strong foundation, so when opinions come at you, you do not lose yourself.”

The music icon also highlighted the need for African artists to take ownership of their art and industry. “We need to own our art, our publishing, our labels,” she stated, adding, “We need to tell our own stories.”

She questioned the pursuit of validation from foreign markets and encouraged industry stakeholders to prioritize developing a self-sustaining music ecosystem.

“Why are we trying to break into another market? We should build our own to be the one others try to break into,” she said. “If we had the right infrastructure, affordable data, and investment, we would not have to chase validation elsewhere.”

Pulse/Oluchi