One of the biggest mistakes many upcoming artistes make is rushing to give someone the title of manager simply because that person is close to them. In the early stages of a music career, excitement can easily cloud judgement. An artiste gets a little attention online, drops a song that people love or starts getting bookings, and suddenly everyone wants to be part of the journey. But choosing a manager is one decision that can either build a career or slowly destroy it.
A manager is more than a friend who follows you around or posts your music online. A real manager helps organise your career, protects your interests and creates opportunities for growth. The wrong manager can create confusion, cause unnecessary fights and even stop an artiste from reaching their full potential.
Many young artistes in The Gambia and across Africa often choose managers based on loyalty instead of ability. Sometimes it is a childhood friend, cousin or someone who simply has free time. Loyalty is important, but loyalty alone cannot manage a music career. If a manager does not understand communication, branding, networking or business, the artiste may end up moving in circles for years.
An upcoming artiste should first ask one important question before choosing a manager. Does this person truly believe in my talent or are they only interested because they think fame and money will come quickly? The music industry changes people. Some individuals become managers because they want access, popularity or control. A good manager focuses on helping the artiste grow instead of trying to become the centre of attention.
Communication is another major factor. A manager should know how to speak to event organisers, DJs, promoters and media houses respectfully. Sometimes opportunities are lost not because the artiste lacks talent but because the manager behaves poorly or does not respond professionally. In today’s entertainment industry, relationships matter a lot.
Upcoming artistes should also avoid giving too much power too early. Some young musicians sign agreements they do not understand because they are desperate for support. Before signing anything, it is important to read carefully and seek advice from experienced people in the industry. A manager should guide an artiste, not control every aspect of their life.
Another thing many artistes ignore is work ethic. A manager must be active. Posting flyers once in a while is not enough. The person should be looking for opportunities, following up on bookings, helping with interviews, planning releases and building connections. Talent alone is no longer enough in the music business. Strategy matters.
Trust is also very important. Money issues have destroyed many friendships and music groups. An artiste should work with someone honest and transparent, especially when handling payments or negotiations. Once trust is broken, it becomes difficult to maintain a healthy working relationship.
It is also wise for upcoming artistes to choose managers who are willing to learn. Nobody starts as an expert. Some of the best managers today began with little experience but they took time to understand the industry, ask questions and improve themselves. A manager who is humble enough to learn can grow together with the artiste.
Social media has also changed the role of managers. Today, a manager should understand branding and online presence. They do not need to become influencers themselves, but they should understand how platforms like TikTok, Instagram and YouTube can help push an artiste’s career forward. A good song can easily get lost if there is no proper promotion behind it.
At the same time, artistes must remember that managers are human beings too. Respect should go both ways. Some artistes expect managers to do everything while they themselves are lazy, inconsistent or difficult to work with. Success works better when both sides understand their responsibilities.
The music industry can be exciting, but it can also be very unforgiving. One wrong partnership can delay progress for years. That is why upcoming artistes should take their time, observe people carefully and choose managers who bring peace, structure and vision to the table.
At the end of the day, talent may open the door, but the right team helps keep that door open.
