The Nigerian music and entertainment industry in general has grown in leaps and bounds in the past few years. When you look around, you will see the huge potential and talent that abound in Africa. The current resurgence of Nigerian music on the global stage is just the beginning of the good things that are still coming. It also means that the spotlight is not just on the music or artists alone, but also on the labels and most especially artist managers.

Some people still look down on Nigerian artist managers, while others want to get into it as a career option. There are also those who believe it’s not a serious or real job. If you ask them, they will tell you that it’s like a hobby—something you do for fun. And that’s their sincere opinion, but I have to burst your bubble: artist management is a serious profession and a career opportunity that comes with challenges just like every other career. Just as being a recording/performing artist is a full-time career, artist management—though not your typical 9–5—is also a full-time job.

Of all these Gen Z artist managers, only a few truly understand the job. While some are taking time to learn, re-learn, and explore new methods of doing things, trying out fresh approaches, a host of others still see artist management as a glamorous job where you simply follow the artist around—flying from place to place, city to city—on trips paid for by clients who book your artist.

Responding promptly to emails or messages is still a big issue for many. Sometimes you have to call or send a text before they respond to emails or inquiries.

They feel once you pick up the phone and say a few things, everything is fine. They fail to see the stress of the job. They don’t realize it is a career and a full-time responsibility. Some of them go into artist management for the spotlight without understanding that it goes beyond taking calls, responding to inquiries, or booking gigs for your artist(s).

Heck, some don’t even know what a rider is, or the difference between a technical rider and a performance rider. Most don’t even know how to read or interpret a contract.

The good thing now is that when you tell people your occupation is artist management, they no longer look at you funny or expect you to have a “real job.” With the growing global popularity of African artists and Nigerian music, people are beginning to realize that artist management is a proper profession. It’s not just about following an artist around, but also about ensuring everything is going well for them—both personally and professionally.

The job of an artist manager entails a lot of responsibilities, but in simple terms, it means running interference for your artist—making sure every “T” is crossed and every detail that ensures they are comfortable and able to give their best performance at all times is properly handled. It also means ensuring your artist earns income—because when they earn, you earn too.

To effectively manage an artist, you must be loyal—during and even after you are no longer working together. You must be able to put their needs above yours and always ensure your principal is in a good place. You must ensure your artist gets to appointments on time and does not miss or show up late to agreed meetings and schedules.

Above all, you must know when to call out your artist or point out errors without being disrespectful or embarrassing them—or yourself—especially in public.

Depending on the nature of any disagreement, the foundation of management is mutual respect. Your principal must be able to listen to your opinions and views—even when they don’t agree or didn’t ask for them.

As a manager, you must learn how to manage the ego of your artist. Creatives are some of the most opinionated individuals in the industry, so learning how to navigate sensitive issues with talent is crucial.

One golden rule: never disagree with your client in public.

It’s a big NO.

If you have any issues with your artist, address them in private. Never talk back to your client—even when they seem disrespectful. If you can walk away, do so. If walking away isn’t possible or might seem disrespectful, stay calm and wait until you both are in private.

Never make disagreements a public spectacle—always resolve issues behind closed doors.

This is because any win for your artist is a win for you and the entire team. Some managers expose their artists to unnecessary drama, believing that all publicity is good publicity.

Always endeavour to keep your artist’s affairs private. Avoid gossiping about your artist or other artists. If possible, keep your personal life separate from your professional life.

One of the biggest turn-offs in the music industry has always been disloyalty—from artists, managers, and even labels. It is disappointing how people bad-mouth each other once relationships break down or collaborations end.

Some managers also make the mistake of bringing friends along to work engagements, forgetting they can become distractions. Always eliminate distractions—especially when working at concerts, shows, or events. Stay focused on the task at hand. Once your artist is done performing or fulfilling their obligation, then you can relax and enjoy yourself.

As a manager, always be prepared to learn from yesterday so you can do better today. Read books, observe others, and learn from both their successes and their mistakes.

Soak up every bit of knowledge you can. The more you grow, the better you become—and the better your artist(s) will become too.