The Effects Of Tiwa Savage Roc Nation Deal On Her Brand
Tiwa Savage is set to sign an international management deal with Jay Z’s Roc Nation.
The Mavin Records singer had weeks ago, been the subject of unconfirmed reports that a deal with the label was in the offing. Savage, 36, who has had a topsy-turvy year, was pictured at the Roc Nation offices with Don Jazzy and Jay Z. The deal is expected to be announced officially in the coming days, with everyone geared up for it.
When the deal is made public, Tiwa officially becomes a client of the company which also includes Rihanna, DJ Khaled, Big Sean, Shakira, Meek Mill, Fabolous, DJ Mustard, Emeli Sande, Angie Martinez and more. The singer has long been argued as the best female artiste in Africa, with her market value so high, that it has crossover potential.
This has been the year of African music. With the exploits of Wizkid so far, there has been a concerted global campaign towards African pop music. Davido has a deal with Sony, andAyo Jay just got signed to RCA. There are still rumours of more in the making, with the continent being opened up and labels marking up their territories as experts forecast an arms race to grab the best acts with crossover potential.
The benefits of this deal are immense for Tiwa Savage. It has the potential to make Tiwa Savage the first Nigerian female pop star to crossover into international and perhaps, global recognition. There opportunities for better management and collaborations could help amplify her talent and image in the Western market, thereby enabling more penetration and profit.
Then there’s also the spillover of this back home. Tiwa Savage is already a colossus in the country, but deals like this could help push past her previous ceilings of earnings, thereby increasing her market value, her performance fees, and endorsement fees.
No Nigerian artiste currently has a deal with Roc Nation, but rumors persist that the deal could also be extended to others. Two years ago, US rapper, Wale, suggested to the powers at the music company that Wizkid will be a viable signing. But that idea was never followed through. He would have been the first Nigerian pop star to clinch a deal of this magnitude.
African Music is currently growing in the West, with many known voices identifying with the sounds originating from these shores. Tiwa Savage’s deal is a clear manifestation of this trend.
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