24/12/2025
Nowadays, many upcoming artists are complaining that they are stuck in the same place because they don’t have music managers. The problem is, most upcoming musicians don’t understand the difference between a manager and a sponsor. There is a clear difference between a manager and a sponsor—don’t confuse the two, or you’ll end up disappointed.
A manager’s role is to plan, organize, and grow your career. They help identify opportunities, prioritize stakeholders, manage communication, and make sure everything runs smoothly to avoid clashes. A sponsor, on the other hand, comes in mainly with money. Not every musician needs a manager, but every successful artist needs management.
What I mean is this: not every manager has money, but all sponsors have money. That’s why anyone can call themselves a manager, and that’s why you’ll see some artists still struggling na wako na manager. Also, there’s a big difference between a manager and a good manager. So usiseme unataka manager na hujui kazi yake.
A good manager should have a clear plan on how to sell your music, help you monetize it, look for collaborations, keep your brand clean, handle bookings, do business negotiations, and ensure you’re growing consistently. A sponsor’s work is different—giving out money where necessary, like paying for collaborations or covering media tours.
Keep in mind, sponsor lazima apate faida kutoka kwako ndio akulipe, because he’s investing in you. But a manager, wewe ndio unafaa kumlipa so that they can manage your career. So k**a huna pesa ya kumlipa ama hakuna business inaingia, what exactly are you expecting him to manage?
Lastly, huwezi pata manager mzuri ama sponsor k**a hujahit. Remember, you are the business. K**a unasubiri manager na huna hit song ama good music, utangoja sana. Work 70% first, then a sponsor adds 30%. In short, anzisha yourself, manager amalizie, not the other way round.
So before you say “I need a manager”, ask yourself: do you have something worthy to trade in? If not, there’s nothing to manage. Build your brand, kuwa na vision na mission—the rest will come to you.
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