In any business, social media now plays a crucial if not defining role, but in the entertainment industry the triple-punch whammy of Instagram, Facebook and Twitter is indispensable if you’re to have any serious skin in the game.
Hip-hop manager and promoter Peter Jideonwo has an almost flawless and instinctive flair for exploiting social media for the benefit of the artists under his wing. We caught up with the 26-year-old from Nigeria to find out more.
Q: Hello Peter. You’ve been described as a ‘social media expert’, how comfortably does that tag sit on your shoulders?
A: Well it’s always flattering to be called an expert in anything, but you know social media is really just a means to an end. If I’m an expert in anything it’s the art of business. I define myself as an entrepreneur who uses social media because it’s an effective tool in terms of promoting my artists and it allows me to communicate one to one with the fans.
Q: You’re renowned for managing The Kid Laroi, Trippie Redd, and the late Juice Wrld. All who have enjoyed great success. What’s the secret?
A: First and foremost, I only ever take on talented artists. If the music isn’t a game-changer and doesn’t stand on its own two legs, it’s not happening. Secondly, it’s a tough marketplace, and getting tougher all the time, so any individual serious about making it in this game has got to have a solid work ethic, and they’ve also got to ooze charisma and have the sort of presence that lights up rooms.
So how much of a role does social media have in your artist’s rise to the top?
Q: Well a manager’s job is to manage and an artist’s job is to create. So if I’m not working around the clock to secure opportunities and make the right moves for my guys, I’m failing them. I won’t allow that to happen and being social media savvy is crucial for any manager who cares about his artists. I see so many talented individuals fall by the wayside because there was no one in their corner to promote them properly, secure them the best deals and exposure, and get their name out there. Social media is unbeatable when it comes to flying the flag for my rappers. Their job is to make music, mine is to tell the world they should be listening to it!”
(Syndicated press content)