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“The first thing about management is that both parties need to have mutual respect for each other” – Toks Asher Young

Amb. Tochukwu Toks Umezulike better known as “ Toks Asher Young”, is an artiste manager, media and entertainment personality, music exec and entrepreneur.

Amb. Tochukwu Toks Umezulike better known as “ Toks Asher Young”, is an artiste manager, media and entertainment personality, music exec and entrepreneur. A music veteran of over 12 years, He uses his blog to teach upcoming managers and artistes how to navigate the waters of the music and entertainment industry.

He is also a published author, music writer and an ECOWAS youth ambassador.

Our correspondent recently spoke with him about his views on the rising profile of Nigerian music on the global stage, challenges in the entertainment industry and his journey so far, and plans for 2022.

For those not familiar with Toks, who is he? What are his origins?

Well, Toks is not just an artiste manager or music executive, I am someone who believes in the Nigerian entertainment industry, the potential and talents that abound and the conviction that our best is yet to come on the global stage.

What is it like being a youth ambassador with ECOWAS? How has this appointment shaped your views of youth in West Africa, especially Nigeria?

Being a youth ambassador like every other appointment obviously comes with responsibilities. In my case it has made me more aware of the fact that there are people who look up to me, who hope to learn from me or to follow in my footsteps. Who because of me have chosen to make a career in music and entertainment either as artistes, managers or executives. It has also made me realize that every action or act we carry out in the public space has consequences.

You’ve been in the game for a while now. Do you think people’s opinions on managing an artist has changed over the years?

Yes and No, I say so because while some are learning, re-learning and seeking out new methods, and trying new ways of doing things, others simply think of artiste management as a glamorous job where you fly from place to place, city to city with your artiste. They fail to see the stresses of the job, they don’t realize it is a career and full time job. Some of these young ones got into artiste Management for the spotlight without realizing that it goes beyond taking calls, inquiries or booking gigs for your artiste(s). Heck, some don’t even know how to read or interpret a contract. But at the same time people have come to realize it’s a proper job and isn’t just about following an artiste around but also about making sure everything is going great for an artiste’s, his well being personally and career wise too.

How do you deal with disagreements between you and the talent you manage?

It depends on what the disagreement is all about. The first thing about management is that both parties need to have mutual respect for each other. Your principal must be able to listen to your opinions and views too even when they don’t ask for it. And as a manager you have to learn how to manage the ego of your artiste. Creatives are some of the most opinionated people in the industry so learning how to navigate and tread on issues with the talent is key. The key is never disagree with your client in public, with other people as witnesses. If you have any issues with your artiste make sure you address it in private. Never talk back to your client even when they seem disrespectful, if you can walk away do so if you walking away might seem disrespectful just keep quiet until you both are in private. So when you have a disagreement with your talent make sure you don’t make it a public spectacle rather you guys should resolve it in private.

What has been one of the best moments in your career?

The best moments in my career have been seeing some artistes get the recognition and accolades they deserve. Watching and seeing others appreciate the sleepless days and nights spent in the studio preparing for the release new material for the world to hear.

What’s your take on the global resurgence of Nigerian artistes and music? Do you think it will last a long time or is it just a flash in the pan period?

I have always believed that Nigerian music and artistes will go very far on the world stage. So I strongly think the current global trend and love for Nigerian music will be here for a long time and instead of panning out it will keep gaining ground and breaking boundaries. And I am particularly glad our female artistes are popping off and getting due recognition too.

Do you think artists should have full control over what they post on social media, or should that be ‘managed’ as well?

I believe they should have full control of their posts and social media pages except in cases where the artiste has mental issues or a breakdown then they should be managed. Most artistes always seek advice and consult with their management before making any posts. As an artiste grows, his fans/followers grow with them too and so does their influence and any sensible artiste knows to watch what they post on social media. Although sometimes artistes often get caught up in their own hype and make silly mistakes.

Looking at how far you have come and where you are today, what are the things you are most thankful for?

I am most thankful for the opportunities given to me by those before me, for all they taught and are still teaching me. I am grateful for being a living witness to the resurgence of Nigeria music on the world stage.

How do you cope with the attention, both wanted and unwanted?

I love my privacy and so I stay away from drama. I hate gossip too, so I don’t follow any gossip pages or platforms. And I keep my personal and work life separate from each other.

Who or what influenced you to be in artiste management?

Actually nobody influenced me and I didn’t plan it. It just happened and I grew into it and as I learned new things I became more immersed in it. Also I guess my love for music and entertainment made it possible. I have been influenced to always do and be better than I was yesterday. I have learnt from some of the best but no one influenced me to become an artiste manager.

What other jobs have you had, asides what you do now?

After my youth service when I relocated to Lagos, I sold fairly used electrical products at Lawanson with my cousin. He owned the shop so after my NYSC I stayed with him and sold air conditioners, fridges, microwaves etc

What has been your biggest turn off in the entertainment scene?

My biggest turn off has been disloyal people, both artistes, managers and labels. How they bad mouth and gossip about each other once their relationship sours and they are no longer working together. I dislike when people aren’t loyal or when they gossip.

Any plans for 2022?

Yeah I am working with a couple of artistes who I hope will get the limelight, recognition and accolades they deserve this year.

What advice would you have loved to receive when you started early on, something others coming into the industry could learn from?

None, it may be seen as me being arrogant, but I had good people around me who were willing to direct my path and show me the ropes. And I knew exactly how I wanted to be, the kind of manager I wanted to be, so I soaked in every bit of information and knowledge I needed to make me better. I am not looking to be the best, I just want to be better than yesterday today and impart knowledge while I am at it. That’s why I recommend my blog for every artiste and manager both established or upcoming.

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