George Britton: Why promotion, not just talent, determines an artiste’s success

Talent manager and founder of Revolve Plus, George Britton, has highlighted the critical role artiste managers play in shaping the success of musicians, particularly in Ghana and across Africa.

Speaking in an interview on Penpensiwa, an entertainment show on AsaasePa 107.3 hosted by Obomengniibaa Nana Akua, Britton shared insights on the often-overlooked responsibilities of artiste managers, the music business, and why some artistes fade away after parting ways with their teams.

The role of a manager in an artist’s success

According to Britton, being an artiste manager is about prioritising the client’s vision and goals over personal aspirations. He explained that to be an effective manager, one must focus on amplifying the artist’s vision and aligning it with a solid plan for their career.

“If I am a manager, I have to pause my own dreams to help bring the artiste’s vision to life,” Britton shared. He added that balancing multiple roles as an artiste manager could lead to losing focus, and it’s crucial to maintain clarity and commitment to the artist’s growth.

The importance of promotion

On the broader topic of music promotion, Britton stressed that making music alone is not enough. “Creating music is just 20%. The remaining 80% is promotion. Some artists think it’s only about making good songs, but without pushing the music, no one hears it,” he said.

Britton explained that many artists fail to understand the vital role promotion plays in their success and often overlook it in favour of focusing solely on their music.

He also emphasised that for an artiste to remain successful, their manager must be well-connected within the industry to ensure that their music reaches the right audiences. Britton believes that managers play a significant role in ensuring that their clients get the exposure they need. He pointed out that many artists face difficulties because they are not directly connected to the people who can promote their music, compared to their managers.

The need for managers to evolve with their artists

Britton also advised aspiring managers to grow with the artists they manage. As artistse’ careers progress, they will look for a manager who can evolve with them. He explained that an artist will often want to work with a manager who is on their level, which is why it’s important for managers to continuously educate themselves on the changing dynamics of the music industry.

“Artistes want a manager who grows with them. The more they grow, the more they want someone on their level. So, you have to upgrade yourself as an artist manager,” he said.

He further stated that an artist will find it difficult to let go of a manager who has supported them and helped them grow and that longevity in the business often comes from that deep mutual commitment.

Why artists fail after leaving their management

The conversation also touched on why many artistes fail after parting ways with their management team. Britton noted that artists often fail because they do not fully comprehend the business side of their careers and lack the necessary support. “It’s not just about making music; you have to know how to sell it,” he said.

He pointed out that many artists, after leaving their management, struggle because they are left to navigate the complexities of the music business on their own, with little knowledge of how to market and promote their music.

Building strong relationships and understanding the music business

Britton also advised young talent aspiring to be artist managers to focus on building strong relationships and gaining a deeper understanding of the music business. He emphasised the importance of knowing how the music industry operates, including understanding the platforms where music sells and how to navigate them. He encouraged aspiring managers to invest in building their knowledge, as this is essential for success.

“To be an artist manager, you have to be a leader, not a follower,” Britton said. “You have to know where to market the music to make enough sales. If the artiste has a bad character, you need to be likeable because people will deal with you more than the artist.”

Penpensiwa airs every Saturday from 2pm to 4pm on AsaasePa 107.3.

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