The Manager's Playbook

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how to build a real company around an artist.
In this clip, Muyiwa explains why Tems’ long-term vision goes beyond music into business, philanthropy, investing, ownership, and company-building. He also shares how non-transactional relationships, delegation, team structure, artist development, admin deals, distribution, YouTube Foundry, and smart JV strategy helped Tems’ team build independence and long-term leverage.
A must-listen for artists, managers, music executives, and anyone serious about building a sustainable music business.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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 Tems’ North Star and Long-Term Growth
00:47 Real Relationships, Not Transactions
01:15 Weaknesses, Patience, and Team Support
02:28 Delegating Emails and Staying Focused
04:17 Inbox Systems and Daily Syncs
06:15 Vision Map and North Star Strategy
07:27 Mentorship Over Generic Industry Talk
10:21 Toronto Talent and Executive Leadership Gap
14:12 Building Global Teams and The Weeknd Model
15:50 Tems’ Admin Deal vs Publishing Deal
16:51 Funding Independence With Distribution and YouTube Foundry
18:38 Structuring JVs for Company Expansion
19:34 Why Artists Become Executives

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down the truth about Afrobeats going global and what African artists need to understand before chasing the American music market.
In this clip, Muyiwa explains why artists need to build real leverage at home first, how cultural ripple effects shape global crossover, and why labels must invest in African music infrastructure instead of only extracting from the culture.
He also gets into why modern managers have to think like CEOs, how to create music moments with intention, and how Tems’ team built trust, equity, and long-term strategy around her career.
A must-listen for artists, managers, music executives, and anyone serious about Afrobeats, African music, global crossover, and the business behind the music.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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 Visitor Mindset in America
00:25 Does the West Water Down Afrobeats?
01:34 Cultural Ripple Effects and Global Music
02:18 Breaking Into the U.S. Music Market
02:49 Why Labels Miss Cultural Nuance
04:07 Investing in African Music Infrastructure
05:03 Why Artist Managers Are CEOs Now
05:53 Creating Music Moments and Planning Ahead
07:00 Twitter Fans, Criticism, and Artist Strategy
08:21 Artist-Centered Management vs Business
08:52 Going All In for Artists
09:36 Building Trust, Equity, and Long-Term Leverage

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how Tems’ team built a business beyond the music.
In this clip, Muyiwa explains why The Leading Vibe treats expenses as investments, how they built an ecosystem around Tems, and why ownership, valuation, team culture, fan engagement, and business literacy matter for long-term success.
He also talks about Tems as both artist and executive, building a female-led team culture, why fans buy into movements, developing new artist Rue, and why discipline matters more than motivation.
A must-listen for artists, managers, music executives, and independent artists serious about building something that lasts.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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 Investing in Tems
00:34 Building the Artist Company
01:43 Tems as Artist and Executive
02:50 Team Operations and Business Structure
04:06 Female-Led Team Culture
04:57 Why Fans Buy Into Movements
06:12 Fan Engagement in Today’s Music Industry
07:44 What Makes New Talent Stand Out
08:12 Introducing New Artist Rue
09:10 Tems Origin Story
10:52 Pressure, Responsibility, and Leadership
15:32 Discipline Over Motivation
16:17 Why Muyiwa Manages Artists

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.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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

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.

If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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