TIWA SAVAGE Becomes First African Artist to Sign With Universal Music Group!
Tiwa Savage Has Left Mavin Records To Snag a Major Deal with Universal Music Group
The First Lady of Mavin Records has started a new chapter in her well-established music career.
Tiwa Savage has us shook with this power move.
The Nigerian superstar has parted ways with Mavin Records after 7 years as she signs a global recording deal with Universal Music Group, Billboard reports. An exclusive agreement, her music moving forward will be released in over 60 countries.
"It's like a dream," she says of this moment in an introductory interview with UMG. "But more importantly it means I'm part of a legacy—I'm part of a huge engine and it's definitely an honor to have an artist like me from Nigeria doing afrobeat music, which is still fairly new to the rest of the world, and it's exciting.
"We are looking forward to partnering with Tiwa and her team to help her music reach new audiences around the world," Adam Granite, executive VP market development at UMG says in a statement. "As one of Africa's most successful, influential and dynamic singer-songwriters, Tiwa has truly global ambitions and UMG is committed to help her in achieving them."
Don Jazzy, Tiwa's longtime collaborator and head of Mavin Records took to Instagram to congratulate her.
"It's been an epic journey with you and we are very proud of what we have achieved together," he reflects. "As you start this new chapter in your life we want you to know that we are solidly behind you and can't wait for the world to see what we have always believed you can be. Your jersey as the First Lady of Mavin will forever be yours as we do not intend to fill that position with anyone else."
Tiwa then responds with an understandably emotional comment under the post:
If I said today wasn't emotional for me I would be LYING. Please promise me that our relationship will never change. I only want to make you proud of me. Not every super hero has an S on their chest. You are my superhero DON DORO BUCCI. 7 years, 7 the number of perfection. I LOVE YOU ALWAYS AND FOREVER.
UMG continues to make a presence on the continent with African music. The company recently announced a licensing agreement with Nigeria's first domestic subscription-based music store, uduX, just earlier this month. This deal established UMG as the first music company to partner with a Nigerian music streaming platform. Tiwa also joins South African rapper Cassper Nyovest at the major label, who signed with UMG back in 2018.