Jay Z‘s Roc Nation is expanding at a rapid rate.
This week saw its latest acquisition unveiled – Nigerian superstar Tiwa Savage.
The Afro sensation rose to global prominence with smashes such as ‘Kele Kele’ and ‘Without My Heart.’ She has also penned tracks for the likes of Fantasia and Monica. Facts that no doubt helped facilitate her signing.
Reportedly in the works for over one year, the deal is said to have been finalised this week in New York, with Savage and her mentor Don Jazzy sharing images of themselves with Jigga on social media. The pair both captioned the snap below with ‘Mavin x Roc Nation.’
Savage serves as the centre-piece of the continent’s most notable faction Mavin Records and has released two albums with the popular imprint.
The partnership will see the Roc assume management and publishing duties for the singer. Presumably, the deal will also aim to break the star to the western world.
From where we’re standing, the signing is oh so timely.
For several years, the Afro-Beats movement has been bubbling globally ahead of a long overdue boom. For instance, the worldwide success of D’Banj with ‘Oliver Twist’ and Drake‘s recent enlisting of WizKid for chart-topper ‘One Dance.’
As longtime admirers of what Savage is serving up, she’s always felt as “the” Afro act with the ripest potential to pop off in the notoriously hard to break Western market. Perhaps with the guidance of the Roc that can now become a reality? We sure hope so, especially now that “tropical” sounds are “in” (again).
Time will tell how all plays out, but for now get all the way into Tiwa’s bops below!