Talent manager and founder of Revolve Plus, George Britton, is shedding light on a crucial but often overlooked aspect of the music industry — the role of the artiste manager.
Speaking in an interview on Asaase Radio monitored by MyNewsGh, Britton laid bare why many artistes begin to struggle the moment they part ways with their management teams.
“It’s not just about making music; you have to know how to sell it,” Britton emphasized, underlining the reality that music creation forms only a fraction of what it takes to succeed in the industry.
According to him, most artists lack an in-depth understanding of the business side of their craft. He explained that once they leave their managers, they’re often ill-equipped to handle what comes next.
“Most of them don’t fully grasp the business side. After parting ways with management, they have no one to handle promotions, bookings, or strategic planning,” he said. “They’re left to do everything on their own, and that’s where many begin to fall off.”
Britton didn’t hold back as he delved deeper into what makes a great artist-manager relationship work.
He stressed that being an artist manager requires more than just tagging along — it demands leadership, market insight, and likability.
“To be an artist manager, you have to be a leader, not a follower. You have to know where to market the music to make enough sales,” he explained. “If the artiste has a bad character, you need to be likeable because people will deal with you more than the artist.”
