Tiwa Savage shares behind-the-scenes details of her transition into Afrobeats

For a long time associated with R&B sounds, Tiwa Savage has unveiled a major turning point in her career: her switch to Afrobeats after returning to Nigeria in 2012. A transition far from obvious at first, but which proved decisive for her ascent. Trained internationally, where she notably performed as a backing vocalist alongside George Michael and Mary J. Blige, the Nigerian artist chose to return home at a moment when the local music industry is experiencing meteoric growth. She then signed with Mavin Records, a pivotal step in her artistic repositioning.

In an interview with TVC, the singer of “Kele Kele Love” acknowledges that adapting to Afrobeats sounds was not immediate. “The transition from R&B to urban sounds was difficult for me. But at Mavin Records, Don Jazzy opened my mind to a multitude of things. He made me understand that talent had no limits, that I could do anything if I devoted myself fully,” she said. Under the impetus of the Nigerian producer, the singer says she broadened her range and broke stylistic boundaries. “He pulled me out of my R&B bubble and helped me discover other sounds,” she continued. In hindsight, Tiwa Savage has no regrets about this artistic turn. A choice that today stands as one of the foundations of her success on the African and international stage.