Inside the Playbook: Muyiwa Awoniyi on The Business Behind Tems

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to explain why real artist management starts with protecting the person before the music.In this clip, Muyiwa breaks down his people-first approach to managing Tems, why mental, spiritual, and physical well-being come before strategy, and how shared vision shapes the team’s decisions.He also gets into Tems’ RCA license deal, music ownership, master reversion, rollout strategy, Coachella with Justin Bieber and Wizkid, artist branding, authenticity, and building a sustainable company beyond the illusion of success.A must-listen for artists, managers, music executives, and anyone serious about artist development, ownership, and the business behind global music.Simply put, a conversation like this doesn't come cheap.Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/Listen to the full episode here -Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookIn this episode:00:00 Music as a Vehicle00:22 People-First Artist Management02:57 Team Alignment and Shared Vision04:39 Music Ownership and RCA License Deal05:33 Rollout Strategy and Surprise Drops07:09 Coachella With Justin Bieber and Wizkid11:10 Artist Narrative and Brand Building14:11 Authenticity, Fame, and Artist Development16:17 Saying No and Staying Aligned19:55 Real Success and Long-Term Business