FOR Ghanaian artiste manager and CEO of BKC Music, Michael Asante, parting ways in the music industry is not a sign that something went wrong; it simply indicates that something has run its course.
In his view, no partnership, however solid, is built to last forever. The sooner industry players accept this fact, the better for everyone.
In an interview with Graphic Showbiz on Sunday, June 21, Asante, who manages popular rapper Kweku Flick and Afrobeat artiste Mickey Lux, said, "Whatever that has life, dies eventually. So I believe at a point in time, we all fall out with whatever or whoever, as death awaits us all.
“Nothing lasts forever, not even the strongest partnerships in this industry. It is not something to be afraid or ashamed of. What matters most is what you built together while it lasted and the legacy you leave behind when it is over."
He acknowledged that friction between managers and artistes is unavoidable, but said his extensive industry connections help maintain order.
“Misunderstanding is definite. But I have a very strong network with all the music business stakeholders. So, my artistes understand how I work and align.”
“When you have the right people around you, things fall into place much more easily. My network helps bridge the gap between what my artistes expect and what the industry demands," he added.
Regarding ownership disputes, Asante said he sorts things out early before the money comes.
"Before my artistes get big, we make our decisions clear. So you grow to understand what is yours and what's not.”
“It's human enough to stick to what we both decided to keep for ourselves and give what belongs to Caesar to Caesar.”
“We don't wait until the money starts flowing before we have those conversations. We have them early so that when success comes, nobody feels cheated," he noted.
On the ongoing issue of artiste-manager tensions, he was straightforward. He said BKC Music does not pretend to have all the solutions.
"Honestly, BKC Music can't do anything to avoid this. Actually, such conflicts will persist forever. But what BKC Music does is that we place value on relationships and contracts. So we make our dos & don'ts clear.”
“From the very beginning, we lay everything on the table. No hidden agendas, no surprises. When both parties know exactly where they stand, it becomes harder for conflict to tear things apart," he stressed.
His most striking revelation was how he selects artistes to work with. For Asante, talent alone is never enough.
He first looks for the right energy, discipline, and the ability to take direction. If there is no personal connection, there is no deal. And if an artiste cannot be corrected or guided, no matter how gifted, it is an immediate no.
“The state of music management in Ghana is improving," Asante said, “but artistes still need to change how they think about themselves and their careers”.
“It's getting better. It is left to the artistes to understand that they are a walking company, and every company needs management. So that is what we need to promote more loudly.
“Every artiste is a brand and a business in their own right. The moment they begin to see themselves that way, the industry will move to a whole new level," he shared.
