Inside the Playbook: Muyiwa Awoniyi on The Truth About Afrobeats Going Global

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down the truth about Afrobeats going global and what African artists need to understand before chasing the American music market.In this clip, Muyiwa explains why artists need to build real leverage at home first, how cultural ripple effects shape global crossover, and why labels must invest in African music infrastructure instead of only extracting from the culture.He also gets into why modern managers have to think like CEOs, how to create music moments with intention, and how Tems’ team built trust, equity, and long-term strategy around her career.A must-listen for artists, managers, music executives, and anyone serious about Afrobeats, African music, global crossover, and the business behind the 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 Visitor Mindset in America00:25 Does the West Water Down Afrobeats?01:34 Cultural Ripple Effects and Global Music02:18 Breaking Into the U.S. Music Market02:49 Why Labels Miss Cultural Nuance04:07 Investing in African Music Infrastructure05:03 Why Artist Managers Are CEOs Now05:53 Creating Music Moments and Planning Ahead07:00 Twitter Fans, Criticism, and Artist Strategy08:21 Artist-Centered Management vs Business08:52 Going All In for Artists09:36 Building Trust, Equity, and Long-Term Leverage