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Entertainment and Media

Artist Management: The Nigerian Perspective

Last Updated on January 26, 2024


Artist management is a critical aspect of the music industry in Nigeria. It plays a crucial role in the success and career development of artists.

Effective artist management is the key to achieving long-term growth and sustainability in the industry.

The Nigerian music industry has witnessed tremendous growth in recent years, with artists like Wizkid, Davido, and Burna Boy gaining international recognition.

However, behind their success stories lies a team of talented artist managers who have played a significant role in shaping their careers.

Artist management involves handling various aspects of an artist’s career, including bookings, promotions, contracts, and financial management.

The manager serves as the artist’s guide, ensuring they make informed decisions regarding their brand and music.

In Nigeria, where the music industry is highly competitive, artist management is of utmost importance. It provides artists with the necessary support and resources to navigate the industry successfully.

A competent manager helps artists maintain a strong brand image, secure deals, and make strategic career moves.

Furthermore, effective artist management helps artists focus on their craft and creativity, knowing that their business affairs are being taken care of.

It allows them to concentrate on producing quality music and connecting with their fans. A good manager will understand the artist’s vision and work towards achieving it.

In the end, artist management is a vital component of the music industry in Nigeria. It serves as a bridge between artists and their desired success, providing the necessary guidance, support, and opportunities.

A capable artist manager plays a crucial role in shaping an artist’s career and ensuring long-term growth in the Nigerian music industry.

The Role of an Artist Manager

Explain the primary responsibilities of an artist manager

  1. Managing the artist’s schedule and ensuring they meet all commitments and appointments.

  2. Negotiating and securing deals for performances, appearances, and endorsements.

  3. Handling financial aspects such as budgeting, managing income, and ensuring proper accounting.

  4. Overseeing the artist’s brand development and public image.

  5. Guiding the artist in making important career decisions and providing professional advice.

  6. Developing and implementing marketing strategies to enhance the artist’s visibility and reach.

  7. Building and maintaining relationships with industry professionals, including record labels and promoters.

  8. Assisting in the selection of collaborators and team members like producers, songwriters, and stylists.

  9. Protecting the artist’s interests and rights, including contract negotiations and legal affairs.

Importance of finding the right artist manager

  1. An experienced and well-connected manager can open doors to opportunities and industry connections.

  2. A good manager understands the artist’s vision and helps them navigate the complex music industry.

  3. They provide guidance, support, and a solid foundation for an artist’s career.

  4. Having a manager who believes in the artist’s talent and is dedicated to their success is motivating.

  5. The right manager can help an artist make strategic decisions and avoid potential pitfalls.

  6. They can handle the business side of things, allowing the artist to focus on their craft.

  7. A strong manager can negotiate better deals, protect the artist’s interests, and maximize income.

  8. They act as a buffer between the artist and the industry, shielding them from unnecessary stress.

The significance of artist managers in career development

  1. They provide the necessary guidance and mentorship needed to navigate the industry successfully.

  2. Managers help artists make strategic decisions that align with their long-term goals.

  3. They assist in building a strong personal brand and developing a unique artistic identity.

  4. Managers help artists secure record deals, endorsements, and collaborations, opening doors to new opportunities.

  5. They handle logistics, negotiations, and contracts, ensuring artists receive fair compensation for their work.

  6. Managers facilitate networking and create connections with industry professionals, leading to valuable partnerships.

  7. They support artists during challenging times and help them stay focused and motivated.

  8. A talented artist with a dedicated manager has a higher chance of achieving sustainable success.

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Challenges Faced by Artist Managers in Nigeria

The Nigerian music industry has experienced tremendous growth in recent years, with several talented artists emerging and making their mark on the global music scene.

However, behind the scenes, artist managers face a myriad of challenges that can hinder their efforts to promote and develop their artists’ careers.

This section will discuss some of the unique challenges faced by artist managers in Nigeria and explore issues such as piracy, lack of proper infrastructure, and inconsistent revenue streams.

Unique challenges faced by artist managers in the Nigerian music industry 


One of the biggest challenges faced by artist managers in Nigeria is the high rate of piracy in the music industry.

Piracy makes it difficult for artists to monetize their music, as their work is often illegally copied and distributed without their consent.

This not only robs artists of their rightful earnings but also undermines their credibility and discourages them from creating new music.

Lack of proper infrastructure

Another significant challenge is the lack of a proper infrastructure to support the music industry in Nigeria.

Unlike established music markets, Nigeria’s infrastructure for music production, distribution, and promotion is still developing.

The absence of infrastructure hampers artist managers’ access to recording studios, marketing platforms, and reliable distribution channels. This hinders effective artist career management.

Inconsistent revenue streams

Artist managers in Nigeria often face the challenge of inconsistent revenue streams.

The music industry relies heavily on live performances and sales of physical copies, but in Nigeria, these revenue streams are not always reliable.

Concerts and events are often plagued by poor organization and low turnout, while the sale of physical copies has significantly declined due to the rise of digital streaming platforms.

As a result, artist managers must find alternative revenue streams, such as brand endorsements and sponsorships, to sustain their artists’ careers.

Case studies to support the challenges faced by Nigerian artist managers

To illustrate the challenges faced by Nigerian artist managers, let’s consider the case study of a rising Nigerian artist, Tunde. Tunde’s manager, Funke, faces numerous hurdles in managing his career.

Firstly, Funke struggles to protect Tunde’s intellectual property rights due to rampant piracy in Nigeria.

Despite Tunde’s popularity, his music is widely available for free download on unauthorized websites, depriving him of potential revenue and recognition.

Secondly, Funke finds it challenging to secure performance opportunities for Tunde due to the lack of proper infrastructure.

Many venues in Nigeria lack the necessary equipment and support for live performances, making it difficult for Tunde to showcase his talent and gain exposure.

Lastly, Funke faces the constant struggle of generating consistent income for Tunde.

With decreasing physical sales and unreliable concert turnouts, Funke has had to explore other revenue streams, such as securing brand partnerships and licensing deals, to ensure Tunde’s financial stability.

In fact, artist managers in Nigeria face unique challenges that can impede their efforts to promote and develop their artists’ careers.

Piracy, lack of proper infrastructure, and inconsistent revenue streams all pose significant obstacles.

However, despite these challenges, artist managers continue to adapt and find innovative solutions to navigate the complexities of the Nigerian music industry.

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The Business Aspect of Artist Management in Nigeria

When it comes to artist management in Nigeria, there is a significant emphasis on the financial dynamics involved.

Managers play a crucial role in ensuring that artists can monetize their talents and maximize their earnings.

Financial Dynamics of Artist Management

  1. Nigeria’s music industry has witnessed tremendous growth over the years, leading to increased revenue potential for artist managers.

  2. Artist managers in Nigeria typically earn a percentage of their client’s earnings, which can range from 10% to 30% depending on their negotiation skills and the artist’s level of success.

  3. Managers often invest their own resources in promoting and developing artists, aiming for long-term financial returns.

  4. Managers are also responsible for ensuring that artists receive fair compensation for their work, protecting their financial interests.

Revenue Streams for Artist Managers

Artist managers in Nigeria have various revenue streams at their disposal:

  1. Music Sales: Managers earn a percentage from the sales of their artist’s music, which includes digital downloads, physical copies, and streaming royalties.

  2. Live Performances: Managers secure performance deals for their artists and negotiate performance fees, often taking a percentage of the earnings.

  3. Endorsements: Artist managers facilitate endorsement deals with brands, earning a percentage of the endorsement fees or securing brand collaborations for their clients.

  4. Merchandising: Managers help artists develop and sell merchandise, earning a percentage of the sales.

The Importance of Negotiation Skills and Contracts

Negotiation skills and contracts are vital tools for artist managers to secure profitable deals for their clients:

  1. Negotiation Skills: Effective negotiation skills enable managers to secure favorable terms for their artists, ensuring they receive fair compensation and maximize their earnings.

  2. Contracts: Contracts protect both the artist and manager by outlining the terms and conditions of their working relationship, including the percentage of earnings and responsibilities of each party.

  3. Profitable Deals: With strong negotiation skills and ironclad contracts, managers can secure lucrative endorsement deals, high-paying performance gigs, and favorable record label agreements.

In review, the business aspect of artist management in Nigeria revolves around the financial dynamics, revenue streams, and negotiation skills involved.

Artist managers play a crucial role in helping artists monetize their talents and secure profitable deals, resulting in long-term financial success.

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Artist Management: The Nigerian Perspective

Building Relationships and Networking in the Nigerian Music Industry

Building strong relationships with key stakeholders in the Nigerian music industry is of utmost significance. These relationships can open doors, create opportunities, and pave the way for success.

Tips for artist managers on effective networking strategies

As an artist manager, effective networking strategies can greatly contribute to the growth and success of your artist. Here are some tips to help you navigate the Nigerian music industry:

  1. Cultivate Authentic Connections: Building genuine relationships based on trust and mutual respect is essential. Take the time to get to know industry professionals on a personal level.

  2. Support Other Artists: Show genuine support for fellow artists and their work. Collaborate, attend their shows, and celebrate their successes.

    This goodwill goes a long way in creating a supportive network.

  3. Utilize Social Media: Social media platforms provide a powerful tool for networking. Connect with industry professionals, influencers, and artists online.

    Engage with their posts and establish a digital presence.

  4. Attend Music Industry Events: Networking events, conferences, and awards ceremonies offer invaluable opportunities to meet key stakeholders in the Nigerian music industry.

    Make an effort to attend these events and engage in conversations.

  5. Join Professional Associations: Various associations bring together industry professionals.

    Joining these associations allows you to access exclusive networking events and connect with like-minded individuals.

  6. Be Genuine and Professional: Present yourself authentically, showcasing your professionalism and passion for the industry. People are more likely to engage with someone who is genuine and reliable.

  7. Stay Informed: Stay updated with the latest trends, news, and changes in the music industry.

    This knowledge will not only help you in conversations but also position you as a knowledgeable professional.

  8. Offer Value: Show your willingness to support and contribute to the industry. Offer your skills, expertise, and resources whenever possible.

  9. Follow Up: After meeting someone, make sure to follow up within a reasonable time.

    Send a personalized message, expressing your gratitude for the meeting and your interest in maintaining the connection.

Importance of attending music industry events and conferences

Attending music industry events and conferences is crucial for several reasons:

  1. Networking Opportunities: These events bring together industry professionals from all aspects of the music business. It is a fertile ground for building connections.

  2. Industry Insights: Attending conferences allows you to gain valuable insights into the latest industry trends, challenges, and opportunities.

  3. Discovering New Talent: Music events often showcase both established and emerging talent. Attending these events can help you discover fresh voices to manage.

  4. Promoting Your Artist: Participating in industry events offers an excellent platform to showcase your artist’s talent and gain exposure.

  5. Educational Workshops and Panels: Conferences often offer educational workshops and panels conducted by industry experts. These sessions provide valuable knowledge and guidance.

In short, building strong relationships and effective networking are vital for success in the Nigerian music industry.

By cultivating authentic connections, supporting fellow artists, and leveraging social media, artist managers can create a robust network.

Attending industry events and conferences further enhances networking opportunities and provides valuable industry insights.

Stay informed, offer value, and follow up to nurture these connections and contribute to the growth of your artist’s career.

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Success Stories: Notable Nigerian Artist Managers

In the Nigerian music industry, there are several artist managers who have achieved remarkable success in nurturing and guiding the careers of their artists.

These dedicated managers have played a crucial role in the growth and success of Nigerian artists globally. Let’s shine a spotlight on some of these notable artist managers:

Successful artist managers in Nigeria

  1. Jude Okoye: As the manager of the iconic music duo, P-Square, Jude Okoye is widely regarded as one of the most successful artist managers in Nigeria.

    He has successfully guided P-Square’s career to global recognition.

  2. Efe Ogbomah: Known for his exceptional management skills, Efe Ogbomah has achieved significant success as the manager of Nigerian music superstar, Davido. Under his guidance, Davido’s career has flourished tremendously.

  3. Asa Asika: As the manager of award-winning Nigerian musician, Burna Boy, Asa Asika has played a crucial role in the rise of Burna Boy’s career to international stardom.

    His strategic planning has been instrumental in Burna Boy’s success.

  4. Tunde Balogun (TeeBillz): TeeBillz, also known as Tunde Balogun, has made remarkable contributions to the success of Nigerian artist Tiwa Savage.

    His expert management skills have helped Tiwa Savage become one of Africa’s most successful female artists.

  5. Ubi Franklin: Ubi Franklin’s management skills have been key in building the successful careers of many Nigerian artists, including Iyanya and Tekno.

    His ability to spot talent and his dedication to artist development are commendable.

Their achievements, strategies, and contributions to the success of Nigerian artists

These artist managers have achieved remarkable success by implementing effective strategies and contributing significantly to the success of Nigerian artists.

Their achievements serve as a source of inspiration and provide valuable lessons for aspiring artist managers:

  1. Strategic Planning: Successful artist managers have a clear vision for their artists’ career paths and develop comprehensive plans to achieve those goals.

  2. Professionalism: They maintain a high level of professionalism in their dealings, fostering positive relationships with industry stakeholders and securing lucrative opportunities for their artists.

  3. Talent Development: These managers invest time and effort in developing their artists’ talents, honing their skills, and ensuring they remain relevant in an ever-evolving music industry.

  4. Networking: They understand the value of building a strong network and constantly connect with influential individuals in the music industry, resulting in valuable collaborations and exposure for their artists.

  5. Adaptability: Successful managers adapt to changing industry landscapes, embracing new technologies and marketing strategies to keep their artists at the forefront of the music scene.

Factors that led to their success and the lessons that can be learned from their experiences

The success of these notable artist managers can be attributed to several key factors:

  1. Strong Work Ethic: They have a relentless work ethic, constantly going the extra mile to ensure the success of their artists.

  2. Passion: These managers are deeply passionate about their artists’ success and are willing to make sacrifices to achieve it.

  3. Intuition: They possess a keen sense of intuition, allowing them to make informed decisions and navigate the complexities of the music industry.

  4. Resilience: Successful artist managers demonstrate resilience in the face of challenges, bouncing back from setbacks and finding alternative solutions.

  5. Continuous Learning: They display a thirst for knowledge, constantly exploring new strategies and industry trends to enhance their management skills.

In a nutshell, the Nigerian music industry owes a great debt to these successful artist managers. Their achievements, strategies, and contributions to the success of Nigerian artists are invaluable.

Aspiring artist managers can learn from their experiences and incorporate their valuable lessons into their own careers.

With dedicated and skilled artist managers like these, the Nigerian music industry can continue to flourish on the global stage.

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The Future of Artist Management in Nigeria

In recent years, the Nigerian music industry has experienced significant growth and development, creating exciting opportunities for artist managers.

With emerging trends and advancements in technology, the future of artist management in Nigeria looks promising.

This blog section discusses the emerging trends, potential impact of technology, and provides recommendations for aspiring artist managers to navigate this evolving landscape.

Emerging Trends and Opportunities in Artist Management

  1. Collaborations and Partnerships – Artists are increasingly seeking collaborations with both local and international acts to expand their reach and fan base.

  2. Diversification of Revenue Streams – Artist managers are exploring various revenue streams such as endorsements, brand partnerships, and live performances.

  3. Global Recognition – Nigerian artists are gaining international recognition and attracting significant attention from major record labels and music festivals worldwide.

  4. Specialized Artist Management Firms – The rise of specialized artist management firms is providing more focused and tailored services for artists in Nigeria.

  5. Investment in Digital Marketing – With the advent of social media and streaming platforms, artist managers are embracing digital marketing to promote their artists.

Potential Impact of Technology and Digital Platforms

Technology and digital platforms have revolutionized the music industry globally, and Nigeria is no exception. The potential impact on artist management practices is immense.

  1. Increased Access to Music – Digital platforms and streaming services have made it easier for artists to distribute and monetize their music.

  2. Data Analytics – Artist managers can now access detailed data analytics to understand their artists’ fan base, demographics, and consumer preferences.

  3. Marketing and Promotion – Technology allows for targeted marketing and promotion campaigns, enabling artist managers to reach specific audiences more effectively.

  4. Direct Fan Engagement – Social media platforms provide a direct channel for artists to engage with their fanbase, thus building a loyal following.

  5. Virtual Performance Opportunities – Advancements in technology have opened up virtual performance opportunities, expanding artists’ reach beyond physical boundaries.

Recommendations for Aspiring Artist Managers

  1. Stay Updated with Industry Trends – It is crucial for aspiring artist managers to continuously educate themselves about emerging trends and changes in the industry.

  2. Develop Digital Marketing Skills – Understanding digital marketing strategies and platforms can help artist managers effectively promote their artists.

  3. Build Networks and Collaborate – By building strong networks and collaborating with industry professionals, aspiring artist managers can gain valuable insights and opportunities.

  4. Adapt to Technological Advancements – Embracing technology and staying updated with digital platforms will be essential for successful artist management in the future.

  5. Continuously Support Artists’ Growth – Artist managers should focus on nurturing and supporting their artists’ growth and career development through strategic planning and guidance.

In general, the future of artist management in Nigeria is filled with potential and opportunities.

Emerging trends are shaping the industry, and technology’s crucial role means aspiring artist managers must acquire skills and knowledge.


Artist management is crucial in the Nigerian music industry. It helps artists navigate their careers, secure opportunities, and protect their interests.

Through effective management, artists can build their brand, connect with audiences, and achieve success.

Throughout this blog post, we have explored the various aspects of artist management in Nigeria.

We discussed the roles and responsibilities of managers, the challenges they face, and the strategies they employ to support artists.

It is important to recognize the immense value that artist management brings to the Nigerian music industry.

Without proper management, talented artists may struggle to get their music heard, secure collaborations, or negotiate favorable contracts.

To further understand and engage in discussions on artist management in Nigeria, we encourage readers to explore additional resources such as industry publications, workshops, and online forums.

This will help them gain knowledge, exchange ideas, and contribute to the growth and development of the industry.

Artist management is the backbone of the Nigerian music industry, enabling artists to thrive, succeed, and leave a lasting impact on the global stage.

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