9 Lessons I've Learnt Working with Famous Influencers

Written by M.I.N co-founder, Omar Shahid :)

I’ve been fortunate enough to work with, manage and act as a booking agent for various Influencers, artists and talents over the past 5 years.

Predominantly, those in music, sport and comedy, and specifically, Muslim Influencers. Not all were regarded as Influencers when I first started working with them.

Many grew into stars.

Some have gone on to sign with mainstream management agencies. Some departed ways. Most have remained fiercely loyal. Management requires you to invest emotionally in your Influencer if you want them to succeed. That can be draining.

What I’ve learnt throughout, however, is invaluable. I wanted to share some of the key lessons I’ve learnt so far in my short, but rewarding, period of management. I hope this comes of some use to anybody new in management or who is thinking about getting into it.

1.   Artists are sensitive – and that’s a good thing…most of the time

An artist’s sensitivity is a double-edged sword. On the one hand, it allows them to be an artist – creating art - and on the other, it often prevents them from taking criticism or advice.

Artists are sensitive, but it's that sensitivity that allows them to draw upon the subtleties of their feelings, thoughts and experiences and translate them into words and music. 

Kendrick Lamar, artistic genius

Musicians, for example, are the people who can create real change in our world through beautiful, powerful music, music that can cut through and transcend different races, religions and backgrounds. Music, at its best, is universal. We should be investing in artists, not reducing them to fit into the boxes we like to fit them into - real artists cannot be confined or restricted to boxes, their creativity is way too big for that. They need the space, encouragement and freedom to express that gift inside them. True artistry, at its finest, seems almost divinely channelled.

2.   Encourage them, constantly

An artist will often be insecure about themselves and their art. They need that encouragement to help them pluck up the confidence to continue creating, fearlessly. 

If their art comes from a deep place, from the very depth of their being, it will turn out more powerful and touch many more hearts.

Operating from a place of fear, however, will paralyse them. It will stop them creating, or, when they do create, it won’t be authentic, it will be contrived, the work will simply be a projection of their fear. 

You don’t want your artist to create ‘safe’ content, but to create content that challenges, inspires and heals.

Many artists and Influencers will become demotivated, they’ll feel lazy, they may even question whether their work is the right path for them.

If you believe in them, let them know. Listen to their fears, their concerns, and work with them to overcome them.

3.   Befriend them

Many artists hire their best friends or family members, because they know they can trust them. It all comes down to trust.

On many occasions, I’ve not taken a penny from the artists I’ve worked with for a whole year, just to show them that this is about more than the money, it’s about seeing them succeed.

Your relationship with them will always struggle and may end up in disaster if they don’t trust you and feel that you’re out to cheat them.

Be a friend and look out for their business as well as personal interests. 

4.   Their mental health is everything

The larger than life, creative hip-hop legend Kanye West

An artist, being in the spotlight, is exposed to dangers many of us aren’t. How many times have we heard of artists falling into depression, becoming bipolar, suicidal or just becoming an overall douchebag, thinking they are some kind of god. Fame is dangerous.

Ensure they are around good people. They need to feel loved, protected and secure. If they follow a faith, encourage them to follow it.

If they meditate, encourage them to do more.

Consider that they attend therapy every now and again, so they can unlock and process certain hidden, repressed emotions which are hurting them and holding them back.

 If they lose their mental health, they lose everything.

5.   They are human. Give them space 

Artists can be larger than life figures. Sometimes they can pretend everything is alright. They can put on a brave face. They can be extroverts. But really, they’re just human beings like me and you.

If they’re in a bad mood, give them space.

Let them enjoy their moments with their loved ones, and don’t disturb them during these periods.

They need to find joy in the small moments of life, as well as the larger ones.

They’re going to ignore you at times, give you one word answers, become defensive, obnoxious and argumentative.

They’ll come back around. 

6.   Have their back

Managing an Influencer, is about being with them through and through.

Most successful managers are shrewd, determined and ruthless.

Andrew Loog Oldham, one of the most revolutionary managers in 20th century music

Peter Grant, Led Zeppelin’s manager, was known for being a hard-headed bully, Andrew Loog Oldham, the Rolling Stone’s first manager, would get into scraps, and was described as “manipulative”, and “sinister”, while Khoder Nasser, one of the most successful manager’s in Australia’s recent history, who works with Sonny Bill Williams, was described by former Australian boxer, Anthony Mundine, as “ruthless…his number one priority is his client and getting the best deal for the person he represents.

He doesn't care if he pisses people off. In fact, I think he loves it.”

I’m not saying this is the way to be.

But the point is, your Influencer needs to feel like nobody is more important than them in your life.

 7.   There is no one way to do things

UK grime artist Stormzy

Times are changing fast.

Who would have thought that independent artists like Russ could sell out 2000 seats wherever he goes?

Or that Chance the Rapper could win a Grammy?

Stormzy’s debut album could go to No.1 (although he did have his distribution through Warner)? Or a 23-year-old grime artist from Ladbroke Grove called AJ Tracey could see his mixtape reach No.13 in the UK album charts?

Over the past 10 years we’ve seen record labels lose the power they once wielded, as independent artists can now use Youtube, Instagram and streaming services to develop core followings and gain mass exposure.

Pat Corcoran, Chance the Rapper’s manager, reveals in this interview how he didn’t have a clue what to do when he first started managing Chance, but through hard work and deep concern for his artist, they won a Grammy together.

Stay alert, look out for opportunities and trends, and remember that the success of one artist need not be the path you take.

8.   Lead by example

What normally differentiates successful artists from those who have talent but don’t succeed is work ethic. Ed Sheeran is noted for not leaving a studio until he completes a song, and hasn’t had a phone for over 2 years.

Do you think Kanye West got to where he is today without working like a psychopath?

However, for many artists, it’s not like that.

LA Reid has talked about working with lazy artists. If your artist is lazy but super talented, 9 times out of 10, they won’t succeed, but occasionally, if they can be inspired and kick off those lazy habits, can go on to do very well.

You will need to lead by example. Your work ethic will hopefully transfer to them.

9.   Get them to meet other artists

Artists thrive on artistic energy, it always helps to have them around fellow creatives.

It allows them to remember that they’re not all alone.

Many artists also can help push each other. In the hip-hop scene, Drake has pushed a lot of artists into stardom, and in the UK grime scene, JME, Skepta and Wiley are known for helping others succeed. 

It’s one of the reasons why M.I.N holds Influencer meet ups.

Conclusion

Managing an Influencer requires persistence, hard work and creative thinking. At times, it requires you to be ruthless.

But, most of all, it requires you to stop at nothing until you reach your goals.

One of the challenges many Influencers face today is that fame comes before the money, this can really mess with their heads.

Having hundreds of thousands of followers, and being recognised in the street, is great until you realise your bank account doesn't reflect that.

Monetising the talent is probably the hardest part.

There may be times where you fall out with your Influencer, have heated arguments, but there will also be beautiful moments you share together, perhaps when you're travelling or after a show has gone spectacularly well.

The journey to fame and success is a rollercoaster with many pitfalls along the way.

But by mapping out your journey together, each party working on their strengths, the Influencer/Manager relationship often becomes one of self-discovery.

It's been a journey I wouldn't have changed for the world.