While music fans often celebrate hit songs, sold-out performances and endorsement deals, the work that goes into shaping an artist’s career largely takes place behind the scenes.
In an interview with SolaceBase, Yusuf Abdulbari, popularly known as AB Genius, shared insights into his role as manager of Nigerian artist Bilal Villah and co-founder of BV Studios Ltd, explaining how strategic planning, branding and business development are becoming increasingly important in Nigeria’s evolving music industry.
According to Abdulbari, effective artist management goes beyond booking performances or handling publicity.
“Good management is about creating opportunities while allowing artists to focus on their creativity,” he said. “Every successful project starts with preparation, teamwork and a clear vision.”
He explained that his responsibilities include planning music releases, coordinating promotional campaigns, securing brand partnerships and guiding the long-term direction of Bilal Villah’s career.
Read Also:Ali Nuhu, 10 others to head FG agencies
Abdulbari noted that the rapid growth of streaming platforms and social media has significantly changed the responsibilities of artist managers.
“Today’s music industry requires managers to understand digital marketing, audience engagement, intellectual property and business negotiations,” he said. “These are no longer optional skills if you want to build a sustainable career for an artist.”
Speaking on his vision for BV Studios Ltd, Abdulbari said the company is committed to supporting emerging talents through a structured approach to artist development rather than focusing solely on short-term commercial success.
Read Also:Kannywood vs Nollywood: A tale of two industries-Prince Daniel
“We want to contribute to the growth of Nigeria’s entertainment industry by helping creative talents build lasting careers. Consistency, planning and strong professional relationships remain essential,” he said.
He added that combining creativity with sound business practices provides artists with a stronger foundation for long-term success.
As Bilal Villah continues to expand his presence in the music industry, Abdulbari said his focus remains on the work behind the scenes-developing strategies, creating partnerships and positioning artists for sustainable growth within Africa’s growing entertainment market.
