Singer isn’t at her best yet, but the signs are good

For any lady who has had to go through the rigors of childbirth and all its attendant problems, getting back your career to the shape it was before the hiatus is one uphill task. But when you work in entertainment, especially in these fluid times, where attention span and fan loyalty are in short supply, then the task becomes gargantuan.

Tiwa Savage – Alpha-female performer, Mavin Queen, African titan, urban tastemaker, pop darling, and musical amazon – has found getting into her groove a bit of an uphill task.

For Tiwa, having a child meant taking time off from work. It was a tough call as she was actively involved in mainstream music and had to slowly take her foot off the pedal. She recorded her “RED” album during this period, but was unable to release music. Her performances slowly ground to a halt, because she had to take it easy for the child’s sake. The blissful pleasure of delivering her child was there, but she had to make some compromises, for a while.

On the endorsement front, Forte Oil was kept on hold. A pregnant superstar marketing engine oils, or working the fuel pumps for the camera isn’t much joy to behold. But e-commerce platform, Konga, took creative advantage with Tiwa starring in pregnancy ads to boost sales.

The industry took a shift in Tiwa’s absence, as Yemi Alade grew in stature and influence, and Seyi Shay’s music became pop. Many quarters will argue that these occurrences are inconsequential to Tiwa’s fortunes, but in many ways they are. Music as a business is competitive, with the interplay of multiple emotional and unscientific factors having an influence on whose star gets to shine brightest. Tiwa’s hiatus left a vacuum in the industry. That space needed to be taken up.

Tiwa gave birth to her son Jamil in July 2015, and after a couple of months, had to return to work. Her ‘mumback’ was on.

Project ‘Mumback’ for the singer has been quite a journey. Musically, she took her time, as Mavin Records crafted the shocker for the industry. A single release was never enough. What was needed was the album.

Tiwa’s “RED” album made headlines in December, with promotions beginning to kick off this January. The first single of the work ‘African Waist’ was dropped in December, with a visual to get things rolling.

That visual shows what Africa missed in her absence. Tiwa combined cultural pride and colours, with premium urban taste to share entertainment. Two weeks after release, it stands at just under 500 thousand views.

The “RED” album which boasts singles such as ‘Ovation’ ft Olamide, ‘Rewind’, ‘If I start to talk’ ft Dr SID, and many others have hit the streets, and distribution have begun in earnest.

This album signifies the entrance of a  new Tiwa Savage – a singer who combines familial mummy duties, with pop relevance. She isn’t at her best yet as she learns to adapt to her new life. But aided by the supporting cast at the Mavins and her savvy manager/ husband, the signs look good for her.