21- year-old Kenyan songstress Joy Ciru aka Savinnah has signed a deal with Universal Music Kenya.
She is an instrumentalist who plays several instruments like the guitar and the piano, a soulful and yet mellow artist discovered her gift singing in the shower, and so her journey began.
In a statement, she said she loved music as long as she could articulately construct a sentence "My most vivid memory of how it started is 5 year old me performing Hips Don’t Lie by Shakira, though I was just a baby and failed to understand I had no hips to lie or tell the truth. Growing in a family of music lovers, made this dream a little easier to realize, my dad unknowingly started my day to school with a rich menu of music in his car, though a cliché, this made me the person I am artistically."
She added, “Has it been a stride in the park in regards to music? Hardly; every lyric, every melody has always been met with personal skepticism of whether its good enough, whether I belong in this industry and whether a young girl or boy somewhere be influenced by my craft. 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. As an unknown artist, having to release my debut single with UMG is a fete that only continues to assure me that."
John Andrews, the General Manager of Universal Music Group Kenya said what caught his attention about the artiste was how seamlessly she transcended from one note to another.
"I recall calling her immediately just to understand what her aspirations and goals were in the music industry. The young lady that answered was a joy not only as a artist but as a person. If you’re lucky enough to know Joy Ciru, then you will surely appreciate Savinnah, 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.” he said
Previously,Universal has made some of the country’s biggest names like Ethic Entertainment, Muthaka, Nikita, while regionally helping African artists like Nasty C and Tiwa Savage grow to global status.
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