Universal Music signs 21-year-old Kenyan singer Savinnah

Universal Music Group Kenya has now added, to its roster, a 21-year-old budding singer named Joy Ciru, or Savinnah as she is popularly known.

The record label, in a statement to newsrooms, described Savinnah as a multi-talented star who can also play, among other instruments, the guitar and the piano.

John Andrews, the General Manager of Universal Music Group Kenya, expressed his excitement while describing the ease and finesse with which Savinnah transcended from one musical note to another the first time he heard her belt out a tune.

“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 an artist but as a person,” said Mr. Andrews.

“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.”

The songstress, on her part, narrated her long and arduous musical journey, recalling how she had to deal with a lot of negative comments about her craft on her way to the top of the game.

“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,” she stated.

Savinnah is set to release her debut project under the record label on June 30, 2023.

UMG in 2018 concluded the successful acquisition of A.I Records Kenya, and boasts an impressive catalogue that has at some point – either in the past or the present – consisted of such renown Kenyan acts like Ethic Entertainment, Muthaka, and Nikita.