In Namibia, a lot of artists do not have a management team that is responsible for guiding their professional careers in the entertainment industry. There are various reasons why this is the case.
Some artists are sceptical about entrusting someone with their careers, while others believe they simply cannot afford one.
This week, spoke to a few artist managers on their role and the importance of artists having managers.
An artist manager is basically the person who runs all aspects of the business side of an artist’s career. This allows musicians to concentrate on making music and worry less about the logistics of performing, booking studio time, coordinating schedules and rehearsals amongst other things.
Owen Bwititi, who is kwaito superstar Gazza’s manager, says as an artist manager, his management style is participative as he believes when dealing with talent, it is essential to be in consensus with your artist and overall team in order to strive towards a common interest.
“The relationship between the artist and manager is extremely multifaceted; as an artist manager, you occupy several roles at any given time so eventually, you implement several leadership styles as it fits in the setting,” said Bwititi.
Bwititi added that there are several roles for an artist manager and the fundamental duties include being an analyst and advisor.
“While the artist focuses on writing and recording songs, rehearsing and performing at live shows, and growing and engaging their fan base, the manager’s principal function is to analyse data and make strategic recommendations based on the information gathered.”
Prince Muha, who manages the hip-hop group Mighty Ill Game (M.I.G), shared the belief that there is no single management style that is perfect for every situation so he always assesses the situation and applies the tactics that are suitable for that specific situation.
On his role as an artist manager, Muha says he handles the business side things by securing bookings and ensuring that his artists have a business mindset. “I am entrusted to manage and give them guidance as far as business is concerned and I also believe an artist manager should be a good communicator, be consistently involved and also be passionate about music,” said Muha.
Kaycee Butshe, who describes himself as an artist consultant, said artist managers are responsible for dealing with clients on behalf of artists. To be a good artist manager, Butshe believes one has to be organised, have good negotiating skills and it is a bonus if one is connected.
“Your negotiating skills have to be on point and you need to know promoters, club owners and know were to source things that your artist will need. Things like where to hire affordable equipment and how to negotiate rates on behalf of the artist,” said Butshe.
He says in Namibia, artists often operate in a complicated sphere, as the lack of funds compels artists to do everything by themselves because many cannot afford the backing of a solid team.
“Artists needs a photographer, social media personnel, and someone to handle their public relations,” said Butshe.
