Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to explain why real artist management starts with protecting the person before the music.
In this clip, Muyiwa breaks down his people-first approach to managing Tems, why mental, spiritual, and physical well-being come before strategy, and how shared vision shapes the team’s decisions.
He also gets into Tems’ RCA license deal, music ownership, master reversion, rollout strategy, Coachella with Justin Bieber and Wizkid, artist branding, authenticity, and building a sustainable company beyond the illusion of success.
A must-listen for artists, managers, music executives, and anyone serious about artist development, ownership, and the business behind global music.
Simply put, a conversation like this doesn't come cheap.
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Listen to the full episode here -
Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode:
00:00 Music as a Vehicle
00:22 People-First Artist Management
02:57 Team Alignment and Shared Vision
04:39 Music Ownership and RCA License Deal
05:33 Rollout Strategy and Surprise Drops
07:09 Coachella With Justin Bieber and Wizkid
11:10 Artist Narrative and Brand Building
14:11 Authenticity, Fame, and Artist Development
16:17 Saying No and Staying Aligned
19:55 Real Success and Long-Term Business
