CEO of BKC Music and seasoned artiste manager Michael Asante has shed light on the complex and often underestimated responsibilities of managing musicians in Ghana.
In a recent interview with Graphic Showbiz, Asante emphasized that artiste management extends far beyond financial support — it requires deep emotional, mental, and spiritual commitment.
Asante, who currently manages popular rapper Kweku Flick and rising Afrobeat star Mickey Lux, described the role of a manager as both challenging and profoundly personal. “It takes, in addition to money, emotional, spiritual, and mental connections to successfully manage a Ghanaian artiste,” he said. “Inasmuch as it is a business, to me, it is more philanthropic than a profit-driven venture. This is because you always have to put the artiste first at all times, ensuring he succeeds by any means possible.”
He explained that while many see artiste management as simply investing in talent, the job often entails playing multiple roles — advisor, strategist, confidant, and motivator — all tailored to meet the artist’s individual needs and aspirations.
Describing artiste management as a “hands-on” profession, Asante also called for greater collaboration within Ghana’s music industry. He criticized the growing “each man for himself” culture that has hindered unity among music managers. “There’s this mindset that it’s every man for himself, God for us all. But if we worked together more, the whole industry would benefit,” he noted.
Asante is optimistic about the future of his current roster. He expressed strong confidence in the potential of Kweku Flick and Mickey Lux, saying, “These two guys are exceptional, and this year, my team and I will push them to the highest mountain where talents are spotted and appreciated.”
He also highlighted the importance of staying current with industry trends. BKC Music, he said, is committed to adapting to the fast-changing digital landscape, particularly through social media and streaming platforms. “We catch up with trends but do it differently. I mean, although we follow popular trends, we also do well to add our unique approach to things to make us unique,” he explained.
Discussing musical trends, Asante acknowledged the growing influence of Afrobeats and Amapiano in Ghana. He noted that BKC Music is keenly exploring both genres, pointing to Kweku Flick’s hit “Blackstar Anthem” as a successful blend of Afrobeat and Amapiano. “If you follow Kweku Flick’s growth closely, you’ll notice he has incorporated these sounds into his music,” he stated, adding that Mickey Lux embodies the core essence of Afrobeat in both style and sound.
In closing, Michael Asante urged the industry to embrace unity, innovation, and holistic artiste development — key ingredients, he believes, for Ghana’s creative talents to thrive both locally and internationally.
