Afrobeats star Tiwa Savage has revealed that her transition from R&B to Afrobeats after returning to Nigeria in 2012 was a difficult but transformative phase in her music career, crediting Mavin Records boss Don Jazzy for playing a key role in reshaping her sound and creative direction.
Speaking during a recent interview on Arise TV, the singer reflected on how her move back home changed her artistic identity.
Savage, who initially built her career abroad as a backup vocalist for American R&B icon Mary J. Blige, returned to Nigeria at a time when the local music industry was experiencing rapid growth and global recognition.
Her decision to come back was influenced by the rising profile of Afrobeats and the opportunities emerging within the Nigerian music scene, which eventually led her to sign with Mavin Records.
According to her, while the decision to return home opened new doors, adjusting from a Western R&B background to Nigeria’s more street-influenced Afrobeats sound was not easy.
She explained that the shift required her to rethink her vocal style, songwriting approach, and overall artistic expression, as she moved into a more diverse and fast-evolving music environment.
Speaking on the impact of her former label boss, Don Jazzy, Savage said he played a crucial role in expanding her musical horizons and helping her embrace versatility. She noted that his guidance pushed her beyond the creative boundaries she was initially used to, allowing her to explore different sounds and genres within Afrobeats.
“It was difficult for me to transition from R&B to street sounds. But when I was at Mavin Records, Don Jazzy opened my mind to so many different things. He made me believe that talent was not limited, that I could do anything if I really focused on it,” she said during the interview.
The singer added that Don Jazzy encouraged her to step outside her comfort zone and experiment with a broader range of musical influences. According to her, this exposure helped her evolve from an R&B-focused artiste into one of Afrobeats’ most recognisable female voices, capable of blending different styles while maintaining her identity.
“He took me out of that R&B bubble and introduced me to other sounds,” Savage further explained, emphasising how the experience at Mavin Records contributed significantly to her growth as an artiste.
Despite the challenges she faced during the transition, Savage said she has no regrets about returning to Nigeria or switching genres. She described the move as a defining moment in her career, one that ultimately positioned her as a global Afrobeats star with multiple international collaborations and awards.
Over the years, Tiwa Savage has become one of the leading figures in African music, with hits that span both emotional ballads and upbeat Afrobeats records. Her journey from international background vocalist to Nigerian music icon continues to be cited as an example of artistic reinvention within the industry.
