The Manager’s Playbook 069: Muyiwa Awoniyi - Tems, Afrobeats, Artist Management, Music Ownership, Global Strategy & Partnerships

Tems’ manager and partner Muyiwa Awoniyi joins The Manager’s Playbook to break down the strategy behind building Tems into a global music star.

Muyiwa shares his people-first approach to artist management, why Tems’ team prioritized ownership over quick checks, how they structured their RCA license deal, and what it takes to build an artist career that can grow beyond music.

This conversation covers Afrobeats, African music, artist management, music ownership, branding, fan engagement, publishing, label infrastructure in Africa, and building a global artist ecosystem without losing the vision.

A must-listen for artists, managers, music executives, and anyone serious about the business behind global music.

Simply put, a conversation like this doesn't come cheap.

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Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

New episodes drop Sundays @ 10am ET

In this episode:
00:00 Afrobeats Money Mistakes
01:24 People-First Artist Management
04:17 Ownership Over Checks
06:57 Coachella With Justin Bieber & Wizkid
10:59 Branding and Artist Narrative
19:45 Diversifying Beyond Music
24:59 Why Fans Buy Into Movements
26:48 Fan Engagement in the Experience Era
40:42 Afrobeats, America, and Global Crossover
43:33 Why Labels Need Infrastructure in Africa
44:22 Why Artist Managers Are CEOs Now
50:51 Building Tems From Scratch
54:11 Partnerships Over Transactions
01:07:41 The Weeknd Blueprint, Equity, and Ownership
01:10:20 Funding Independence
01:11:36 Publishing Advances and Admin Deals
01:23:56 Omah Lay Split and Deal Fix
01:32:48 Artist vs. Entertainer Focus
01:34:39 Faith, Purpose, and Staying Grounded

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