Music InduSTREET: The Artist Manager Who's Had Enough with Managing Female Talents

This is Music InduSTREET, a weekly feature where I also speak to music business players or associates on a range of music business scoops, dynamism etc. Unlike other series, you’re not always sure who to expect as some interviewees will remain anonymous but be assured that whatever turn a story takes, it’s definitely one worth being aware of.

How did you end up in the world of artist management?

My management journey started right after the university. I always wanted to do something music-related apart from singing. My voice is terrible, I always knew I can never be an artist. My cousin started doing music and I would follow him to shows, interviews etc. I just found myself in the capacity of an artist manager unknowingly. I reached out to some industry thought leaders via social media for mentorship until I got one. 

How did you end up with the artist you managed?

My mentor assigned one to me. A female artist was first assigned to me, then a male artist - with whom I functioned better.

How so?

I hate to draw comparisons but while working with the female artist, we often get to shows late because she’s never on time. I always go to her place and wait because she takes her time with everything. Time factor is a big deal for me. In similar situations where myself and the male artist are getting late for a show, we’ll jump bike to beat time but with the female artist, I can’t do that and I understand. I too won’t allow my female artist jump bike to a show she’ll be performing at. Also, when it comes to work ethics - content roll out, recording, rehearsal etc - the male artist was very hands-on but with the female artist, it was relatively slower. 

This comes across as peculiar to this particular female talent, I guess

Is it? Well, it might just be - based on the women I’ve worked with. I’ve actually met really competent women but the question is how many? I’ve experienced way more incompetent women than competent ones and I’m honestly not happy about it; it's just my own experience and I’m sharing it.

Valid. So you’ve spent a considerable amount of time managing a male and female artist from the same imprint. Did you experience some sort of disparity in treatment between both artists?

I did. I think the female artist got more attention and investment from the label. Thing is, the male artist can literally wing it. If he didn't have a place to stay, he had guys he could put up with. The female artist cannot NOT have a place to stay, so the label got her an apartment and she was on constant monthly allowance that I don't think the male artist was on. 

Did it extend to relevant career opportunities?

Sure, in terms of pushing and all. 

So, in dealing with the industry stakeholders, did you experience some disparity in treatment or demand from both artists?

I’d say though the female artist wasn’t the best live performer at the time in her career, she was still given more platform than the male. If the male artist performed like that, I don’t think anybody will want to fuck with him but people did with the female artist. To the best of my knowledge, she was given a certain level of preferential treatment. It was easier to get her more interviews than the male act; I’m not saying getting him an interview was hard but I’d do less talking when the female artist is involved.

…you don't think all these are predicated on the reach of their music instead?

Well, that too.

From your experience, what part of managing a female artist in Nigeria do you dislike?

There’s the part of telling a female artist to be a lot more courteous because we don't want people to assume she's arrogant. Like, “be nice but not too nice”. Ugh! Then, the part of music industry stakeholders making sexual advances at her did a number on me. I imagine she must’ve experienced some that I’m not aware of but the two instances that I experienced were sickening. One of which was perpetrated by the manager of a top artist and a Lagos-based OAP. 

Did you guys need anything from them prior?

From the artist manager - NO. Really, these things ehn, you don't have to be need any favour from them. It’s that bad. They just come unabashedly and you just have to be careful to not tell them off rudely. Like, you have to let them down gently so that the person doesn’t propagate things that might ruin opportunities for you. The idea of “being careful” in such a situation didn’t sit well with me.

I feel you. I mean, all the way from nowhere

Bruhh! He just wanted to have sex with her - from nowhere. Nothing more or less.

Awfully bold…

It was that of the popular OAP that left me in stitches even.

Tell me about it!

After an interview at the station, the artist had gone into the car and as I conversed with the OAP, he indicated his interest in the female artist. I [of course POLITELY] let him know it’s never going to happen and his response was “...and una want make I play her song”, meaning “yet y’all expect me to play her music”. It scarred me that I had to sit through such bullshit while stroking his ego because it’s almost like there’s no other way.

Did the song later get airplay from that station?

It did but due to the intervention of a mediator.

Imagine!

It's crazy. I’ve seen these things happen to female artist managers too and I’ve also seen a case where the manager in question is comfortable with it and used it to her own advantage. It all depends on what works for you and how you choose to control the situation.

Being at the fore of these ills, how did you even take it in?

Personally, I just know I can't be dealing with that. It’s one of those unnecessary things one shouldn't be dealing with - adding to other life problems. Why do I have to deal with this? Why can't my artist come for an interview and if you like the song, play it or worse still, ask for money and let’s move on. Why does it have to be so complicated? Why do you have to bring in an interest so personal? I knew I didn't want to be dealing with such as all those were going through my head. It’s an awfully uncomfortable situation I’m not willing to be in anymore. I can take anything but not someone trying to sleep with my female artist and I can’t do much to help.

Has it become a primary reason why you’re not open to managing female artists anymore?

Yes actually. Don't stress me, don’t stress my artist. These people are making my work hard and at some point, I had enough and took a break for about a year. I’ve had just enough. 

Is there any other thing that put you off?

Actually, managing a female artist means you have constant fear of not wanting her gist to get out. Even if she's an adult and realistically, she can get down with whoever she wants to but for society and how they perceive women, there's still that fear of not wanting your artist’s business out there. A male artist can be involved with anyone and be cheered on but a female artist can’t. There’s an extra fear for your artist to not ‘cast’ when she's female. There are times when she's off with some guy and I panic. There's only so much I can do as a manager. I’ll probably advise her but I can't impose; so you’ll just hope and pray there shouldn’t be some abnormal situation. Really, there’s not so much of that for the male artist. 

Correct…

It's a highly unnecessary stress. I’m already putting so much into trying to get the artist career on track. So, I don't have time for some unnecessary attachment. I don't think we should be focusing on certain things but these things just come anyway.

Sadly, and for the society we’re in, you can't help but worry about these things

Exactly. It’s beyond being woke or exposed.

This read will be available at 8:00am WAT Thursdays [fortnightly].