Afrobeats queen Tiwa Savage has set the record straight on why she won’t be signing artists under her wing, and the reason is simple—it’s too stressful.
While many fans and industry insiders expected her to build a label empire, the singer has made it clear that managing other musicians is a task she’s not eager to take on.
In a candid chat with Forbes Africa, Savage admitted that artist management comes with overwhelming challenges. “Everyone always says to me, ‘When are you going to sign an artist?’” she shared. “I don’t think I have the gift to sign another artist because artists are stressful. I could just be sleeping, and then I wake up, and my artist is trending for something else.”
Rather than juggling the pressures of managing rising stars, Tiwa is taking a different route—education. She revealed plans to launch a music school where aspiring artists can learn the ropes before signing with labels that can truly support them. “I do have the gift to help, which is why I am trying to do a music school. That way, artists can later sign up for a label that can actually help them,” she explained.
Beyond the stress of management, Savage also dropped some wisdom for up-and-coming artists, urging them not to rush into fame. She highlighted the immense pressure that comes with success—streaming targets, concert obligations, and the never-ending scrutiny of the industry. According to her, the early stages of an artist’s journey are the most freeing, and young talents should savor that period before the weight of expectations kicks in.
The “Somebody’s Son” hit maker also emphasized the need for African artists to take ownership of their work instead of seeking validation from international platforms. “We need to own our art, our publishing, our labels. We need to tell our own stories,” she stated, encouraging a shift towards a self-sufficient African music industry.
Savage’s perspective offers a fresh take on artist development—one that prioritizes empowerment over ownership. Instead of adding more stress to her plate, she’s choosing to support the next generation in a way that allows them to thrive independently. And for her, that’s the real gift.
