Inside the Playbook: Muyiwa Awoniyi on The Business Behind Tems

Inside the Playbook: Muyiwa Awoniyi on How to Build Beyond the Music

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 [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

Inside the Playbook: Muyiwa Awoniyi on The Business Behind Tems

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 [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

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. 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 [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

Inside the Playbook: Matt Hansen on Artist Mode vs CEO Mode

Matt Hansen joins Mauricio Ruiz on The Manager’s Playbook to talk about the balance between being the artist and being the CEO of your music career. Matt explains why thinking about ROI, TikTok hits, or business strategy while writing can hurt the song and why he has learned to separate the creative process from the business side. He also breaks down testing songs on TikTok, revisiting hooks, preparing for headline tours, protecting his voice, delegating on the road, and building a team culture rooted in trust, kindness, drive, accountability, and initiative. This conversation is for independent artists, managers, music marketers, and aspiring music executives who want to understand how to build a real artist business without losing the creative centre. 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/54E4CbJCx5Mc7tKAlwIySp?si=Vg5LiESwTBWKYKRsO6usiA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook]

Inside the Playbook: Matt Hansen on TikTok Hooks That Drive Streams

Matt Hansen joins Mauricio Ruiz on The Manager’s Playbook to break down how independent artists can make content that actually moves the music. Matt explains how he built a short-form content system around TikTok hooks, emotional targeting, teaser windows, and fan data, including writing 15 hooks per song with his managers and focusing on the first 2-3 seconds of every video. He also shares how he built a 300K-400K SMS/email fan list through Laylo, pre-saves, tour pre-sales, and a “text me” number in his Spotify bio, helping create a reliable first-day streaming baseline without depending only on playlists or the algorithm. This conversation is for independent artists, managers, music marketers, and aspiring music executives who want to understand how content strategy, direct fan data, and emotional storytelling can turn attention into real career leverage. 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/54E4CbJCx5Mc7tKAlwIySp?si=Vg5LiESwTBWKYKRsO6usiA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook]