The irony of management in the arts sector

ARGUS MEPO

While artiste managers are crucial in advancing the careers of artists, a number of the so-called managers have done harm than good to the careers of the artists they manage.

In essence, artiste managers are the administrators, they shape their artists’ careers, provide proper direction, are responsible for the implementation of strategies, secure bookings, deals, contracts, promote and grow the brand, commercialise the craft among others.

They help artistes secure their short, middle range and long term career goals and without managers the administrative and commercial aspects of an artist will be in limbo.

Just like doctors or lawyers, being an artiste manager is a profession that requires knowledgeable, highly skilled, visionary and technical individuals who will be working tirelessly behind the scenes.

Music heavyweights, amongst them, brand Jah Prayzah, Winky D, Ex Q, Freeman, to mention just a few have remained relevant as a result of effective management.

Their management have built strong, professional and drama-free brands.

On the other hand, artistes like Roki, Soul Jah Love and even Blot could not reach their full potential as a result of poor management coupled with their own self-inflicted pitfalls.

Artistes are sometimes misguided while a lot of talent is going down the drain partially because the discourse of artiste management in Zimbabwe has been reduced to a joke by some because:

λ Some artistes take their peers and close friends as managers. In most cases these people are inexperienced and do not have a comprehensive understanding of music, they are unstrategic in terms of brand and music promotion.

λ In relation to the above point, most of these peers or friends who become artist managers are usually YES MEN who cannot ridicule, probe, offer diverging opinions and even constructive criticism to their artists.

Whether the artist is misfiring, out of bounce and crossing the redline, they just agree, they will even say, ‘ichi ma1, haaa tapedza ma sports’ to shallow and mediocre art.

This led to the demise of a number of talented artists.

λ    The majority of artist managers are in fact not artist managers but are BOOKING AGENTS whose sole obligation is to secure bookings and shows and do nothing towards promoting the brand in other relevant avenues.

λ      In some cases, some managers are Jack of all trades.

They want to do everything, they want to be the manager, videographer, publicist, deejay, producer, legal advisor and music distributors.

Well you can’t be a master of everything sometimes outsource or delegate.

λ      The most dangerous crop of artist managers are misleading. A number of artists have committed career suicide basing on misinformed advice proffered by the management.

An artist manager must not be short sighted but must be sobre in terms of approach and visionary.