Nigerian music star Tiwa Savage explains why she chooses not to sign up-and-coming artists, stating that artist management is not her strength.
In an interview with Forbes Africa, the award-winning singer revealed that artist management is not her strength.
Tiwa, 45, explained that she lacks the ability to handle the challenges that come with mentoring young musicians. She believes managing artists requires patience and skill, which she admits she does not possess.
Managing artists is too stressful
“People always ask me, ‘When will you sign an artist?’ But I don’t think I have that gift,” she said. “Managing artists is stressful. I could wake up one morning and see that my artist is trending for the wrong reasons.”
Instead of signing artists, Tiwa prefers to focus on helping young talents in a different way. She revealed plans to establish a music school where aspiring singers can develop their skills before signing with record labels that can support their careers.
A different approach to artist development
“I have the gift to help,” she continued. “That’s why I want to set up a music school. Artists can go there, learn, and later sign with a label that can truly guide them.”
Tiwa’s comments highlight the difficulties of artist management in the music industry. While many successful musicians create record labels to mentor new talents, she has chosen a different approach. Her focus is on education and skill development rather than direct management.
Challenges of nurturing young talent
The singer’s decision reflects her understanding of the pressures that come with nurturing rising stars. Many young artists struggle with discipline, publicity, and the challenges of fame. Without the right support, their careers can face setbacks.
Tiwa’s music school initiative could bridge the gap between raw talent and professional success. By providing structured training, young artists will have a better foundation before stepping into the industry.
A new model for artist growth
Her vision aligns with a growing trend where artists invest in the future of music beyond personal record labels. Some musicians launch academies, mentorship programs, or talent discovery platforms instead of managing artists directly.
Tiwa remains one of Nigeria’s most successful musicians, known for her powerful voice, hit songs, and international recognition. Over the years, she has worked with global stars and won numerous awards.
With her experience in the industry, she understands the difficulties new artists face. By choosing to educate rather than manage, she hopes to make a lasting impact on the next generation of Nigerian musicians.
Her plan for a music school could inspire other artists to explore alternative ways of supporting upcoming talent. If successful, it could become a model for artist development in Africa’s thriving music industry.
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