Last week, Tiwa Savage made headlines following the announcement of an exclusive global recording agreement with Universal Music Group (UMG).

Under the agreement, her future music will be released internationally through UMG’s operations in more than 60 countries worldwide.

We had a super fun interview with Tiwa Savage, whose story is nothing short amazing and inspiring. From her days as a young singer/songwriter and Berkeley College of Music graduate who was hoping to take the Nigerian music industry by storm, to releasing songs that garnered massive airplay, and now, becoming one of the biggest stars out of Africa.

Speaking with Bellanaija’s Mercy Akamo  her super home in Lagos, she spoke about what the new business arrangement means for her, the recent criticism of “international deals” and how her career is inspiring African women to grow in the music business.

Moments Leading to the Contract

The deal was almost unbelievable for her, she says, but she knew it was real when she met Sir Lucian Grainge in LA, alongside Alan Granite, Joe Karts. When they started discussing timelines, radio tours, release dates, and so on, she knew it’s happening!

Finalising the contract “took close to a year… going back and forth with different labels,” she says.

“It was like a journey… for me to also learn about the company and also about signing an artist’s deal – the benefits of it and also some of the possible disadvantages and just weighing options and just figuring out a deal that works well for me and allows me to represent Africa and put my music out the right way.”

Tiwa’s Journey

Tiwa has been in the game since she was a teenager doing back up vocals for George Michael. At other times, she’d done vocals for Mary J. Blige, Chaka Khan, Emma Bunton, Kelly Clarkson, among others.

Prior to that, Tiwa played the trombone for her high school orchestra in London, where she moved to at age 11, from Lagos, Nigeria.

Tiwa was a part of the final 24 in the 2006 edition of The X Factor in the UK, unfortunately, she didn’t get to the next stage, but it didn’t stop her from forging ahead.

In 2009, she signed a songwriting deal with Sony/ATV Music Publishing where she wrote for for Babyface, Kat Deluna, Fantasia Barrino, Monica and Mýa. She was also a background vocalist on Whitney Houston‘s “I Look to You” album released in 2009.

After a business administration degree, a music degree, and performance on stage with stars like Sting, 50 Cent, The Black Eyed Peas, Eminem, Robbie Williams and Destiny’s Child, among others, Tiwa decide it was time to come back to the Motherland.

She’s worked so hard and now all that is paying off, and this new contract is “like a reinforcement that I’m ready for the global market,” she says.

What the UMG Deal Means to Her

“The fact that they’re willing to sign a female Afrobeats artist and also the fact that they’re allowing me to maintain my style, sound and brand, but on a global level meant a lot to me. It felt like everything that’s been going on in my journey led to this point. It felt right. It felt like it was the right time. Felt good that I hadn’t been working in vain,” she adds.

Tiwa tells us her new contract is “a really great deal” and the excitement of everyone involved is “worth more than anything I can put a price to”.

Tiwa says that different labels, management companies, and agencies had approached since about a year ago, and she began to take those interests seriously.

“I was doing a lot more shows outside Nigeria/Africa and I felt like it was time to give my music on a much bigger platform,” she says.

On Burna Boy’s Criticism of “International Deals”

Days ago, Burna Boy addressed the subject of music artists and contracts with international record labels, saying that he feels “so sorry” for Nigerian artists “jumping into these international deals”.

Tiwa tells us that she thinks Burna “is absolutely right.”

“I think it’s important for artists to be 100% sure and aware of what they’re getting themselves into, especially when it comes to contracts. Burna is 1000% correct. People took it out of context, maybe. It’s a great advice to any artist: make sure you see your lawyers and do your personal research,” she says.

She adds: “It took me a year to conclude this deal. It took that long for a reason. It took a year to convince them that I don’t want this and I want that and this is the reason why. They understood. I feel blessed in the position I’m in. I have an amazing deal with UMG and I agree with Burna that while we’re pushing Africa to the World, we need to be careful that we don’t lose ourselves. I think that’s what he’s trying to say.”

Tiwa agrees that you won’t always get 100% what you want from any deal, so, there may be advantages and disadvantages of international deals.

“It depends on what you’re looking for as an artist and what stage you’re at in your career. It’s important to not get lazy or comfortable as an artist when you sign a deal. You have to work your way to become priority. You have to put your talent to work and sacrifice time. I believe every contract can work in your favour. However, make sure you don’t get into a bad deal in the first place,” she says.