The Godwin Tom Company 24 February 2016

#MBSWITHGT THE SUMMARY

The African music industry is plagued by a lack of structure and systems. While we blame that on the lack of infrastructure and financial investment, it is important to note that billions of dollars are channelled through Marketing, advertising and event activities through the music industry across the continent.

The purpose of these sessions is to educate Africa on the best ways to identify these channels and to work together to tap into the revenue opportunities. This document provides a summary of the latest session held on twitter on the 18th of February 2016.

Enjoy!

Godwin Tom �1

The music industry is a channel for marketing events and activations and not enough labels, artistes and business people in the industry are equipped or informed enough to tap into the vast opportunities available.

The Godwin Tom Company 24 February 2016

INTRODUCTION Session 1: The Manager and Their New Role”

Guests Barkue Tubman @BarkueT (BT) Dumi Oburota @DumiOburota (DO) Abuchi Peter Ugwu @Donboosboos (AP) Janet Nwose @JanetNwose (JN)

Welcome to the first of a series of conversations about the African Music Industry #MBSWithGTThe untapped opportunities in Africa's music market are enormous... The best way we can can see them is to look together. Sharing ideas and working as a collective unit across the continent will strengthen the industry and it's businesses.

Africa represents 16% of the global population (over 1.1b people) 9% of that number are on social media. With over 100m people having access to social media, it presents an opportunity to interact and discuss solutions together We can do better together and that's the whole point of the online sessions... More people can participate and share ideas and conversations can be structured. Hence the guests and partners.

The first session was on "Managers and their New Roles“. The next two topics will be introduced at the end of this summary. We all have something to learn from the sessions so keep your minds open. The sessions will be for a total duration of 2 hours... The first 30 minutes is for introducing the topic and the guests and the last 30 minutes we will try to answer questions from the twitter audience.

Godwin Tom �2

With the Music Business Series Sessions, we plan to share useful a n d e d u c a t i v e information about w a y s w e c a n collectively build t h e m u s i c business scene in Africa. It will also help players in different regions e x p o s e opportunities in their regions and a l s o e x p l o r e opportunities in other par ts o f A f r i c a a n d possibly, global regions!

“Change the people’s orientation and the people will change the society.” 

- GODWIN TOM

The Godwin Tom Company 24 February 2016

The Chat GT: @barkueT what would you say applied in the 90s that are still useful now in management

BT: As you age, I'd say the one Thing that should still apply is passion, vision and strategy. The Industry has changed

GT: @DumiOburota How does a manager develop him/herself?

DO: @GodwinTom a manager can develop him/herself by networking,reading books and asking questions

BT: @Donboosboos do you agree that managers or management now operates as labels?

AP: In many cases, the manager runs a parallel plan with the label. Management and label compliment each other. In small music industries like Nigeria, artists can thrive well with great management only. People like @iam_Davido and @AsaAsika , @Dbanj_Official and mohits and so many other did it.

GT: @Janetnwose what makes a manager/artiste relationship last?

JN: @GodwinTom clearly defining and understanding your roles in the development of the artist career! Respect each other's contributions

GT: @barkueT what are Talent managers in Africa doing wrong?

BT: They are being managers and also functioning as record labels. The market in Africa seems to warrant dual roles. Management and record label.

GT: @Donboosboos are independent investors an alternative to record labels in Africa?

AP: Yes and no. Our industry is still growing. Lack of structure makes it harder for us to protect investor's interest.

GT: @Janetnwose can you identify opportunities managers are not tapping into in the African market?

JN: @GodwinTom managers are doing quite a lot to make up for the lack of structure/capacity in the African market

GT: @barkueT what are the 2 most important clauses in a management contract

BT: Payment terms & conditions securing your payment for opportunities you've created & implemented even after your term is over

GT: @Donboosboos what are the best ways managers can benefit from the work?

AP: Use the platform to build yourself as a business, you can provide value to so many people if you excel at it.

GT: @DumiOburota How can managers in Africa build Structure?

Godwin Tom �3

“Yes and no. Our industry is still growing. Lack of structure makes it harder for us to protect investor's interest.” 

-ABUCHI PETER UGWU

The Godwin Tom Company 24 February 2016

DO: @GodwinTom managers in Africa can build structure by implementing some of the things that work in the rest of the world and then adapting them for Africa

GT: @barkueT international labels are becoming more interested in Africa. What should managers be asking them?

BT: Most important is who owns the masters and what are the points per album. I would also be interested in what the plans were for marketing

@JanetNwose added: always one very important question when a deal is on the table! Not just about advance, the marketing budget & plan.

**Points per album refers to percentages of sales and plays (also called royalties)

GT: @Donboosboos who or what should a manager focus his attention on when selling the Artiste?

AP: @GodwinTom It is the consumer that is the major focus in marketing music or any product/service

GT: @Janetnwose how can managers use social media data to reach Artiste audience?

JN: @GodwinTom we need to understand that social media data is nothing if it cannot be converted into tickets, album or mech sales. Can we announce tour dates on social media and sellout venues in Africa? Actual sales...

GT: @barkueT how does a talent manager deliver value? How important is that to the job?

BT: Managers(good ones)are priceless. Do we remember when #mariahcarey tried to manage herself & had a mental breakdown?? It's called the music business there's the talent part and then there is the business side. Managers handle business.

GT: @Donboosboos are managers in Africa well informed? Where should they be looking for information?

AP: A lot of managers do not understand their roles and are not well informed about the business. There are great managers who have excelled and built our industry from almost nothing eg Sunday Are @EfeOmorogbe etc. There is information everywhere. Research is key! Also mentorship is important. @thismetalchic is one of the great managers that made it from scratch.

GT: @Janetnwose what should African Talent managers be doing more of this year?

JN: @GodwinTom focusing on the new media and converting data to actually sales, streaming, good old touring!

GT: @Donboosboos who should be in control? The artiste, the manager or both? Label ?

AP: It is a team effort. The artist has the vision, the manager executes it and the label supports it.

Godwin Tom �4

“we need to understand that social media data is nothing if it cannot be converted into tickets, album or mech sales. Can we announce tour dates on social media and sellout venues in Africa?” 

- JANET NWOSE

The Godwin Tom Company 24 February 2016

GT: @Janetnwose what should the Artiste know about the business? Everything? Or just enough? Why?

JN: @GodwinTom it is very important to to know everything! You will make better career decisions and judgments.

GT: @DumiOburota what activities in Europe and America can managers in Africa look into doing as well?

DO: @GodwinTom creating organisations, societies to create industry standards. This will give communication channels for managers and artists

GT: @barkueT it used to be "find Artiste. Sign to label and get paid" but that has changed. How do managers earn more now?

BT: Managers have to integrate themselves into the deal again stressing strategic partnerships.

GT: @Donboosboos how do you manage multiple artistes?

AP: Build a dynamic team and understand that as a business things should run even in your absence. So things do not have to be overly dependent on one person.

GT: @DumiOburota do you have any plans to expand your @DisturbingLDN brand into Africa?

DO: @GodwinTom of course I would love to help bring my experience and @DisturbingLDN expertise to Africa. I'm a Nigerian!

GT: @barkueT what policies helped the British music industry and can they be used in Africa?

BT: I'm not familiar with the policies for British industry But copyright protection is critical for helping the african market

GT: @barkueT what kind of laws can Africa implement to grow the music industry?

BT: Enforcing copyright and distribution laws

GT: @Donboosboos what skills should managers focus on developing to survive this terrain?

AP: Every essential business skill is important. Top of the list - business development, negotiating and networking skills. Also people skills, mainly how to maintain and manage relationships. Major Key is personal development.

GT: @Janetnwose what kind of laws do you think would help the music industry in Africa?

JN: @GodwinTom 1st! copyright laws. Serious consequences for infringement, will help a lot.

Godwin Tom �5

“Managers have to integrate themselves into the deal again stressing strategic partnerships.” 

- BARKUE TUBMAN-ZAWOLO

The Godwin Tom Company 24 February 2016

A few things to note… It is a reality that international labels are looking into Africa again. This means there are opportunities being spotted and we need to have managers and business people in the African music scene that can spot these opportunities and find ways to exploit them for Africa's benefit.

The growth of social media and internet access in Africa is over 110 million (9%) and 289 million (26%) people respectively and managers who will become successful in 2016, are those who know what to do with this information.

As the world continues to shrink into a global village, Africa as a continent needs to connect and collectively work together. 2015 saw the rise in music collaborations across the continent, and this creates an opportunity for collaborations for events, publishing and many more.

Artist managers need to focus on building partnership with their artists while creating and developing business for the artist. What that does is create an opportunity for business and personal growth of the manager which is ultimately useful in giving the artiste brand more value and network.

Interactions with policy makers need to be intensified for the creation of laws and policies that protect the music industry and content owners.

It is in the interest of the manager that the artist understands the business as that would be useful when you are explaining opportunities and assessing risks. If it is truly a partnership, both parties should complement each other.

Education is key and the only way to continue to educate your self as a talent manager is to do more research, ask more questions and build better networks.

Our Upcoming Sessions… The second session will be on “Music and The Law”

The third session will be “What to do with your content”

Follow @GodwinTom for more information on upcoming sessions on Twitter, Instagram and and like my Facebook (Godwin Tom)

Godwin Tom �6

The Godwin Tom Company 24 February 2016

Godwin Tom �7

Godwin is a determined and creative ind iv idual and he bel ieves that Orientation is the bedrock for change in any society. “Change the people’s orientation and the people will change the society.”

Godwin Tom is the founder of The Godwin Tom Company, and IMANAGE AFRICA, a talent Management and Events Company.

He has set himself apart by developing tailor-made strategies that suit the business needs and goals of individual c l i en t s /a r t i s t e s . W i th p rac t i ca l experience at management level for Marketing, Public Relations, Image Consulting, Branding and Publishing; Godwin Tom brings professionalism to the Entertainment industry with an understanding of the demands of a business environment.

In over 8 years in the Music business, Godwin Tom has worked with and/or managed artistes such as M.I, Ice Prince, Davido, Wizkid, Waje, Solid Star among others. As a marketing strategist, Godwin Tom has created and executed several activation strategies for artistes and for companies through artistes. An example is the promotion of the Access Bank’s W initiative through the release of Waje’s “No Be You” video which unfortunately crashed the Access Bank W Initiative website due to the traffic pulled. Another example is the Waje Giveaway that was done over the Christmas using only Waje's Instagram and Twitter and in 5 days we were able to get over 100k impressions on the website and 2600 emails from her fans. As a business manager, Godwin Tom has closed and managed multimillion Naira deals for artistes with companies like MTN (Wizkid), Pepsi (Wizkid), Coca Cola (Waje), Globacom (Waje and Naeto C), Nigerian Breweries (Wizkid) among others.

Godwin Tom is informed and determined to create a positive impact in the entertainment industry in Africa. He was nominated as “Creative Professional of the Year” in the 2011 Future Awards and is currently one of the most sort after talent managers in the country.

Follow Godwin Tom on Twitter and Instagram @GodwinTom and Godwin Tom on Google + and Facebook.

The Godwin Tom Company 24 February 2016

Thank you for your support…

Godwin Tom �8