Artist Managers must sacrifice their dreams to build stars

George Britton, one of Ghana’s most respected talent managers and founder of Revolve Plus, has shed light on the often-overlooked role of artist managers in Africa’s music ecosystem.

Speaking on Penpensiwa, an entertainment program on AsaasePa 107.3 hosted by Obomengniibaa Nana Akua, Britton didn’t mince words about the sacrifices and expectations that come with managing an artist.

“If I am a manager, I have to pause my own dreams to help bring the artiste’s vision to life,” he said, emphasizing the selflessness required to successfully guide a musician’s journey.

According to him, while fans and sometimes even artists themselves place the spotlight on talent and creativity, it’s what happens behind the scenes that often makes or breaks a career.

“Creating music is just 20%. The remaining 80% is promotion,” Britton explained. “Some artists think it’s only about making good songs, but without pushing the music, no one hears it.”

The seasoned manager, known for working with high-profile acts, pointed out a key reality in the artist-manager dynamic—growth must be mutual. Artists evolve and often expect their managers to keep up or even stay ahead.

“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 a Ghanaian talent manager, media personality, and entrepreneur known for his significant contributions to Ghana’s entertainment industry.

Over the years, George Britton has earned a reputation for being one of the most influential voices behind the scenes in Ghana’s music space.

He has worked with several notable Ghanaian artists, helping them navigate the music business and gain both local and international recognition.