Business is an economic system in which goods and services are exchanged for one another or money, on the basis of their perceived worth. Every business requires some form of investment and a sufficient number of customers to whom its output can be sold at profit on a consistent basis. (

Artistes are brands while tracks and albums are products and as a business owner you have to put several things in proper perspective to ensure that your business goes well to achieve set goals and make profit. Until we all start to have this view the music industry is not going to be what we all dream of.

An artiste is like a brand that must meet the need of a particular market; therefore the artiste must have his/her own USP (Unique Selling Proposition) in short its uniqueness. Be creative don’t just jump into the studio and do a “photocopy”.

While it is crucial to be specific about your primary audience, music is a universal language which makes it easy for you to broaden your audience and that could take time, remember ‘big things start small’.

Getting the loyalty of your fans is of utmost importance as a musician. Don’t be lost in the euphoria of fame.

A good manager is very crucial that’s the person that takes care of your business while you are busy with the production of an attractive product (your track, album, etc). You cannot do everything as you also cannot know everything.  You ain’t Google, MATE!.

Delegate the duty of marketing and management so you can focus on production. Your choice of a good manager is very important as this can make or mare your income. Good negotiating skill is one of the good qualities of a manager.

Set the record straight don’t just jump in, be strategic about your move, and look before you leap.  It’s not all about talent or passion alone. If you are not making money you are not in business. Why is Arsene Wenger still the manager of Arsenal FC?, He is making them a lot of money even Arsenal FC is not winning trophies, their accounts looks good at the end of the day!

Don’t get carried away by the little hype, “hosanna today, crucify him tomorrow”. Always strive to get better. Refine you talent as much as you can and never substitute your identity.


If a man does not keep pace with his companion perhaps it’s because he hears a different drummer (beat). ‘Always Standout’ !!!

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