How long have you worked in Management?

1 year 9 months

Who do you manage now?

Luke Black, Princess Xixi

Where did you find your first client and what inspired you to take them on?

I met both of my clients at their concerts without having listened to any of their tracks beforehand. I saw Luke Black in 2016 at his headline show in Shanghai, China, and I saw Princess Xixi at the George Tavern in London, UK, back in 2022. To me, if you’re able to put on a show, then I’m hooked. It really shows that you’re not only a talented singer/songwriter but also a performer who understands your artistry and vision. That’s how Luke Black and Princess Xixi made me believe in them.

After a few coffee chats with them, they presented me with some demos and shared the vision, story, meaning, influences, producers, and goals behind their projects. Their understanding of their own identity and work really impressed and inspired me to join their journey. As a manager, my duty is to present their work to the right crowd, the right people, and in the right direction. They have been investing their time and energy to support my work throughout the time we’ve been working together. I think their work ethic and creativity are definitely the biggest inspirations in our journey.

What does a good/bad day at work look like for you?

Good days at work are when I see industry professionals or fans praising my artist’s work. A genuine review of a track, a promoter sending congratulations on a release, fans reposting the track and telling me how much they like it, or asking for tour dates so they can hear the track live—these moments make the creative process worthwhile. Being part of the project as a manager essentially means being an extension of the artist. Royalties and income are important, but recognition matters even more in such a fast-paced and competitive industry.

Bad days, on the other hand, are when I hear absolutely nothing or see the stats going down. Both my artists and my business are still quite young, so of course, I want to see our work stay relevant. Sometimes, when you hear nothing from the radio, press, promoters, or playlists, it can become very stressful. This requires extra hard work, re-planning, and discussions.

What has been the highlight of your management career to date?

Working on a campaign with Luke Black for his Eurovision participation in 2023 was definitely a highlight of my career. At the time, we had only been working together for six months, and I was also just six months into the management business. We were incredibly nervous about the stage presentation, deadlines, and the public’s reaction to the track, which was supposed to be the lead single from his then-upcoming EP F23.8. It was a very challenging campaign.

Throughout the campaign, we identified our fans, built a community (including a 3,000+ member Discord channel), landed features in NME, Notion, and other outlets, and did two sold-out shows in London after the finale—all without an album. As an independent artist, I think the campaign was extremely successful based on the stats, fan reactions, and the ability to release an album independently, followed by a UK/EU tour.

What do you think are the big challenges for a manager in 2024?

To run things like a record label. Back in the days when major labels held the prime power over a project during the iTunes download era, managers worked extremely hard to secure funds and establish the right network to support a campaign. In times like these, where platforms like TikTok and digital streaming are a significant part of an artist’s profile measurement, I often feel like I’m running a record label while also managing the day-to-day needs of the artist.

Why would you recommend the MMF?

MMF has been doing an incredible job in creating events and workshops for managers like me who are just starting out, helping us gain a deeper understanding of industry insights. I have met label A&Rs, agents, managers, and others at these events, which has greatly expanded my network. This has been massively helpful when it comes to project planning and operations, as the connections I’ve made in this community have been extremely valuable.

What did you gain from the Accelerator Programme?

In the programme I have received community support and industry insight. We have a group chat where people ask questions—whether they’re technical issues or related to mental health support. As a manager, I sometimes feel very down, but seeing the support in this program and having the courage to trust the process is extremely crucial.

What music are you currently listening to?

I’ve been listening to a lot of left-field pop/punk and European rap/drain, including artists like SISSY MISFIT, USHKO, Felix Lee, Princess Xixi, Thaiboy Digital, Tommy Cash, Luke Black, Yung Lean, TWST, and Only Fire. But, low-key, I’ve also been blasting Avril Lavigne non-stop.