Artists Mistake Popularity for Expertise When Hiring Managers – Omotola Slasha

This week, we spotlight Omotola Slasha, a leading talent manager, publicist, and entrepreneur in the Nigerian entertainment scene.

With a background in HR and marketing, Slasha has built a reputation for helping artists succeed through strategic thinking and relationship-building.

As an A&R Director, he guides emerging talents through the challenges of the industry. In this interview, he shares insights on talent management, the industry’s future, and advice for aspiring managers.

What’s it like being a talent manager in Nigeria, especially with your background in human resource management and marketing?

Being a talent manager in Nigeria comes with unique challenges. My background in HR and marketing definitely helps in structuring careers in an industry known for its unpredictability. The entertainment world moves fast, and as both an A&R director and talent manager, my focus is on helping artists discover their full potential while navigating those challenges. Communication is key, and I use my expertise to ensure proper career structuring so artists can grow sustainably.

One challenge here is dealing with talents who don’t immediately see the vision. This is often due to past experiences with unprofessional managers who wasted their time and resources. But on the brighter side, Nigerian talent managers have proven they can compete globally. Just look at Yemi Alade, Wizkid, Burna Boy, and many others—these artists have all worked with homegrown managers and thrived.

What would you say are the keys to success in talent management?

Success in talent management requires strategic thinking and relationship building. My success is measured by the achievements of the artists I work with. As an A&R director and producer, I’ve learned that building a solid foundation is essential. You need patience, resilience, and a strong understanding of the business side, especially with emerging talents.

Structures that last are the key. Additionally, networking, prayers, capacity building, and mastering relationship management are all essential. Having excellent negotiation skills and being able to communicate value are just as important.

What are some common mistakes artist make when hiring talent managers?

One common mistake is hiring managers based on popularity instead of experience and alignment. Talents should ensure that their manager has a clear strategy for long-term growth, not just short-term gains. Another misconception is about the role of a manager. Artists sometimes expect different results without understanding that the manager’s role is to put structures in place and manage the process. If the resources aren’t available, the manager might be forced into roles like PR, legal support, or road management, which they might not specialize in. This is why relationship-building and networking are so important.

Would you be interested in working with an established star like Burna Boy?

While it would be exciting to work with someone like Burna Boy, I find helping emerging talents more fulfilling. The process of putting the right structures in place and guiding a rising star is incredibly rewarding. Of course, when working with a more established artist, the challenge is different—it’s about improving them all around and filling any gaps in their career. That’s where I believe my impact as a talent manager would be felt the most.

What do you think the future holds for talent management in Nigeria?

The future looks bright but will require adaptation. With technology and digital platforms on the rise, talent management will evolve beyond traditional duties. I see talent managers becoming marketers, strategists, and even data analysts. Roles are starting to overlap, so it’s important to understand how to leverage these new tools or risk being left behind.

How do you balance your role as a publicist and talent manager?

Managing an artist’s public image and career growth go hand in hand. Public image is part of the overall narrative we build for the artist. In today’s world, with social media so prominent, many talents are not satisfied if their public perception doesn’t align with their career success, even if they’re making money. It’s all about the numbers and maintaining a solid public image—so in my experience, publicity and talent management can’t be separated.

What advice do you have for aspiring talent managers?

Stay curious and never stop learning. A talent manager wears many hats—you’ll be a marketer, strategist, and mentor all at once. Focus on building strong relationships with your talents and helping them structure their careers from the early stages. Having a clear vision and a solid foundation is what separates successful careers from those that fizzle out. There are two schools of thought—one says managers are born, not made, and I disagree. The other says management is a science, not an art, but I believe it’s both. Even if you have a natural flair for management, you still need to study, learn the ropes, and understand both the theory and practical aspects of the field.