Artist Manager’s Double Journey

Dear Artist Manager,

An African proverb says: "When building a house for others, don't forget to build your own."

In the last couple of decades, there has been increasing recognition of the artist manager's role in an artist's career journey. We’ve seen these relationships form the backbone of successful musical careers in today's entertainment industry.

For instance, in Nigeria, we see Asa Asika managing Davido, Sean Okeke managing Rema, Don Jazzy playing managerial and executive roles at Mo'Hits and Mavin Records, Kenny "Keke" Ogungbe and Dayo "D1" Adeneye of Kennis Music, who managed 2baba, Sound Sultan, and Tony Tetuila in the 2000s and many more.

With this development, we’ve seen the careers of these artists take significant strides. While countless articles focus on their progress, a critical blind spot remains regarding the career trajectories of their managers.

We've observed that managers often fall into the same trap. They focus on promoting their artists, connecting them with the right people, and securing mainstream attention, while their own career development rarely comes up in the conversation.

They also help musicians meet their long-term goals, find opportunities, and market their music. The artist managers represent and advise artists, shaping career direction and activities. Meanwhile, they are silent about their own dreams while building others.

You might ask: what should I do?

Start with the first first. When searching for an artist, prioritize your personal growth so you don't become obsolete when you part ways with that artist. While attention focuses on the star in front of the camera, your growth and sustainability matter too.

This doesn't mean it is either your artist's career or your own—it's recognizing that both journeys should run parallel, each strengthening the other.

Create and execute a clear, strategic, long-term vision for your artist and yourself. Don't chase 'as-e-dey-come' visibility. Develop a blueprint for industry relevance. Map out career milestones, KPIs, and marketing plans. Remember, you're gaining experience in high-stakes strategic planning. This will help improve your industry profile and demonstrate that you can build a sustainable artist career.

Additionally, build relationships with key industry stakeholders—promoters, label executives, A&Rs, and brand managers. These connections become part of your network for future collaborations. The more consistently you provide value to these traditional gatekeepers and partners, the more reliable you will be perceived in the industry.

Manager, become visible! Occasionally, step into the spotlight. How? Speak at industry events. Document your work. Grant interviews on industry topics.

And keep this in mind: your work behind the scenes isn't secondary to that superstar's journey—it runs simultaneously. Treat every project as part of your resume. Every collective win becomes a block for brand building.

With these few tips, you are set for a win-win journey!

Yours in African Music,

Librarian
African Music Library