Savinnah signs with Universal Music Kenya

Universal Music Kenya general manager John Andrews has described the 21-year-old musician as an exciting talent with the ability to become one of the biggest artists in East Africa.

“I recall calling her immediately when I first heard her just to understand what her aspirations and goals were in the music industry,” Andrews said. “The young lady that answered was a joy not only as an artist but as a person.

“If you’re lucky enough to know Savinnah, then you will surely appreciate her, she is amazing. The decision to sign her to the UMG family was a no-brainer and this girl is one for the ages. In our quest to always be the best and give the best in regard to music, Savinnah ticks all the boxes.”

Born Joy Ciru, Savinnah developed an interest in music from an early age, singing along to hits on the radio. She later learnt how to play the guitar and piano.

However, the road towards recognition has not been without its challenges, as the musicians had to fight an overwhelming sense of self-doubt.

“Every lyric, every melody has always been met with personal scepticism of whether it’s good enough, whether I belong in this industry and whether a young girl or boy somewhere will be influenced by my craft,” Savinnah said.

“As much as these doubts will probably always linger in my head, as it happens with almost all artists even the most established ones, I do sleep well at night knowing that a group of individuals believed in me and saw something special about my music and craft, and through that Savinnah was signed to Universal Music Group.”

Savinnah now joins fellow artists Ethic Entertainment, Muthaka and Nikita Kering on the Universal Music Kenya roster.