George Britton, a highly respected Ghanaian talent manager and founder of Revolve Plus, has opened up about the often underappreciated role of artist managers in the African music industry.
His insights came during an interview on Penpensiwa, an entertainment show on AsaasePa 107.3 hosted by Obomengniibaa Nana Akua.
Speaking candidly, Britton highlighted the sacrifices artist managers must make to help shape and sustain a successful music career.
“If I am a manager, I have to pause my own dreams to help bring the artiste’s vision to life,” he said, stressing the level of commitment and selflessness the role demands.
According to him, many overlook the fact that artist management goes far beyond organizing schedules or handling bookings. It often means putting one’s personal ambitions aside for the sake of an artist’s growth.
He explained that while talent and creativity are essential, they represent only a fraction of what it takes to succeed in the music industry.
“Creating music is just 20%. The remaining 80% is promotion,” Britton said. “Some artists think it’s only about making good songs, but without pushing the music, no one hears it.”
The veteran manager, who has helped guide the careers of several high-profile Ghanaian artists, emphasized the importance of growth and evolution in the artist-manager relationship. As artists grow and their careers expand, he noted, they expect their managers to evolve too.
“Artistes want a manager who grows with them. The more they grow, the more they want someone on their level. So, you have to upgrade yourself as an artist manager,” he added.
George Britton is widely recognized for his influence behind the scenes in Ghana’s entertainment landscape. As a media personality and entrepreneur, he has played a critical role in guiding artists toward local and international acclaim, earning him a spot among the most impactful figures in Ghana’s music business.
