How to Ace artist management

The conversation about artists managing other artists is finally happening, as tjil chats to 2Lyrical label owner, Ace the Rapper.

There are many who have tried to succeed by being artists and managing others as well.

Locally, this is something frowned upon, but it is still a common practice. Many believe that one can't manage other artists without neglecting your own talent.

This is assumed to be hard, especially when there are gigs involved and you and your artists operate in the same genre. Will the managing artist really give away his chance to make money, when this arises?

Rapper and artist manger, Ace the Rapper, says the job is quite easy. The artist says there is always confusion with titles and that is why there is a negative perception. Ace has a recording label which is responsible for scouting talent and getting the public to consume their art. His role is simply to make sure that the artists show up for the studio to record and make sure there is music that is put out at the end of the day.

2Lyrical has four artists signed to date including, the manager and an in-house producer.

Ace says he always makes sure that he has time for his artists.

“It's not so hectic now, as everyone is currently busy on their projects. 2Lyrical is very professional in such a sense that there are people delegated to focus on different aspects, from booking gigs, handling social media and getting investors. We made it so comfortable for the artists that they only focus on making good music,” he said.

Ace says his label and title is made easy by the fact that there is constant communication and everyone is kept in the loop all the time.

One trick he uses is to make sure that when there are beats available, he calls the artists to pick what they are comfortable with.

“My artists have a voice and I respect them all. I treat them equally and I don't tolerate ranks at the record label. We are all unique and have something to bring to the table. They all have a choice when it comes to matters concerning their different brands,” he said.

Ace, who recently released his album titled Easy, says managing talent is not always a walk in a park. Some challenges he has faced include having lazy artists who don't have time for their work and expect him to do everything.

“Sometimes they don't respect time. The talent is there, so you can't chuck them out. I talk to them and draw a picture of the plans the label has for them. It's hard and I understand their frustration, but a little motivation goes a long way,” he said.

Ace said artists who believe they are capable of managing others must go ahead.

“You can't limit someone's creativity. I will say you need to be strong, because you literally have other people's careers in your hands. Their success depends on you, so you have to work really hard.”