Manager Spotlight offers a small insight into the heads of incredible managers. This week in the spotlight is Loretta Andrews of Safe Music Management, who was on the Accelerator Programme supported by YouTube Music in 2019!
How long have you worked in Management?
I’ve been working in management since the Summer of 2015. Although I’ve worked in music and radio for most of my life, I didn’t have a clue what I was doing for the first year or so and mostly have figured it out as I go along.
Who do you manage now?
I manage Joshua Luke Smith, Guvna B, Bianca Rose and Jake Isaac.
Where did you find your first client and what inspired you to take them on?
I used to host a radio show that showcased unsigned and independent artists. I interviewed Joshua Luke Smith on my show and was just blown away by his talent, his integrity and his vision. We stayed connected with me as a fan really and a year later he asked me if I’d ever considered management and weirdly I was just thinking about it at the time so it was perfect timing.
What’s a good/bad day at work look like for you?
A good day looks like getting wins for my artists like sessions we’ve been after for a while, radio play-list adds, and syncs as well as receiving new music from them that reminds me how lucky I am to work with them.
A bad day looks like endless meetings that take up a lot of time but don’t seem to really achieve anything. Or playing some of my artist’s music to someone and they don’t feel about it like I do.
What has been the highlight of your management career to date?
A highlight for me was last month when all of my artist’s collaborated together on a track called ‘Brother’ which they wrote in response to the recent Black Lives Matter and anti-racism movement. The collaboration was so natural and came together so easily and beautifully that I realised that we all genuinely feel like a family and that’s pretty unique for a bunch of artists that just happen to have the same management.
They really support and champion each other. I felt like a proud mum in that moment plus the track is sick!
What do you think are the big challenges for a manager in 2020?
You have to be all over every aspect of the artists career and have a minimum of a basic knowledge of everything and keep updated on changes in the industry. That can be tough. Also, I think it is getting in front of the right people at the right time and obviously the COVID-19 pandemic has made that even more difficult. I know how amazing my artists are and their talent speaks for itself but reaching and forming relationships with the right people who can open doors for them is so key but can be a challenge.
What music are you currently listening to?
I love the new Lianne La Havas album. Guvna B’s everywhere + nowhere album and both Jake and Joshua have just completed new albums and I’m honestly so excited about them that I can’t stop listening to the demos when I’m out walking!