SIBOMANA Emmanuel - Global Showbiz Analyst
In the ever-evolving world of entertainment, one truth remains mysterious and fascinating—two artists can start with the same talent, the same fire, and the same hunger, yet their journeys can lead to completely different destinies, all because of one crucial factor: the presence or absence of a manager.
To dissect this dynamic, Zoliberry.com sat down with none
other than SIBOMANA Emmanuel, a Global Showbiz Analyst, media consultant, and
behind-the-scenes mastermind with years of insight into both local African
artistry and international celebrity culture. Known for his sharp eye, deep
industry analysis, and experience across Africa, Europe, and America, Emmanuel
brings clarity to a world most only observe from a distance.
This exclusive conversation takes you behind the curtain,
where artists rise and fall, fame is both a blessing and a burden, and managers
either build empires—or silently destroy them.
🎤
ZOLIBERRY: SIBOMANA, let’s start big. What’s the real difference
between an artist with a manager and one without?
SIBOMANA Emmanuel:
Great question—and one I’ve explored for over a decade across multiple markets.
The difference is both visible and invisible. An artist with a manager has a
structured engine pushing them forward. They have someone thinking about
branding, booking, positioning, partnerships, and even damage control. The
artist, in that case, becomes a creative machine, while the manager is the
strategic mind behind the curtain.
But the artist without a manager? That’s an entirely
different path. They’re doing it all—creating, marketing, negotiating, managing
their image, responding to fans, chasing payments, sometimes even handling
legal matters. Some thrive in that independence; others burn out early. It’s a
tougher, lonelier journey.
ZOLIBERRY: How does this
dynamic play out in Eastern Africa compared to the global scene?
SIBOMANA Emmanuel:
In Eastern Africa—whether in Rwanda, Kenya, Uganda, Tanzania, or Ethiopia—the
idea of professional artist management is still emerging. You do have brilliant
managers, but the industry is not fully structured yet. Many talented artists
operate without any formal representation. That leads to inconsistent progress,
lack of branding, and often exploitation.
On the other hand, in global markets like the U.S.,
Nigeria, South Africa, or the UK, management is a cornerstone. Careers are
launched, protected, and expanded by strategic minds behind the scenes. A good
manager knows how to turn a song into a movement, a personality into a brand,
and a local artist into a global name.
SIBOMANA Emmanuel - Global Showbiz Analyst
ZOLIBERRY: It’s fascinating,
but why do we sometimes see managers becoming richer and more famous than the
artists themselves?
SIBOMANA Emmanuel:
Ah, the question that causes silence in many boardrooms! It’s true—and it
happens because managers accumulate power. First, managers usually work with
multiple artists, earning a percentage from each. Second, they often build
long-lasting careers—even when the artist fades. Managers are behind label
deals, tour agreements, brand partnerships, and publishing rights.
Sometimes, they invest early in artists and hold
ownership in projects. Other times, they become celebrities themselves, like DJ
Khaled or Don Jazzy. Their understanding of the business of fame often exceeds
the artist’s understanding of their own career. In truth, some managers don’t
manage the artist—they manage the market.
ZOLIBERRY: That’s powerful.
But we’ve also seen artists without managers go global. How?
SIBOMANA Emmanuel:
social media changed the rules. Artists today can record a song, post a clip,
go viral, and build global communities without a gatekeeper. I’ve seen East
African artists gain worldwide traction from one TikTok video. They speak
directly to fans. They control their own narrative.
This independent success works best for artists who are
digitally savvy, disciplined, and business-minded. It’s not easy—but it’s
possible. However, many hit a ceiling eventually and need a professional team
to sustain that momentum.
ZOLIBERRY: What about the
performance, income, and future potential of both types of artists?
SIBOMANA Emmanuel:
Artists with managers generally have better performance planning—they’re on the
right stages, at the right time, in front of the right people. Their income is
more structured. They sign better deals, land endorsements, and sometimes even
branch into film, fashion, or entrepreneurship.
Without a manager, performance can feel random. One show
here, one gig there—sometimes great, sometimes not. Income is unpredictable.
The future? It depends on how organized the artist is.
Some managers elevate average artists into legends. Others mismanage talent into oblivion. But the artist without a manager risk being a genius lost in noise, unheard, or burned out too early.
ZOLIBERRY: Let's talk mystery—the unseen side
of the celebrity world. What should fans know?
SIBOMANA Emmanuel:
Celebrity life is a theatre of perception. Some artists you think are self-made
have teams of silent managers, ghostwriters, stylists, and strategists. Others
who appear successful are deep in debt, bound by contracts they never
understood. There’s a mystery in how fame is crafted.
Managers are often the architects of illusion—choosing
what scandals to allow, what apologies to publish, what friendships to fake.
Fans only see the product. The process is deeply strategic, sometimes even
manipulative. That’s the untold reality of showbiz.
✅ POSITIVE
IMPACTS of Having a manager:
- Structured
career growth
- Access
to global networks
- Better
financial planning
- Protection
from exploitation
- Strong
brand identity
❌
NEGATIVE IMPACTS:
- Risk
of being controlled or manipulated
- Losing
creative freedom
- Being
sidelined or dropped without warning
✅
POSITIVE IMPACTS of Being Independent:
- Full
creative control
- Authentic
fan relationships
- Total
ownership of work
- Stronger
entrepreneurial mindset
❌ NEGATIVE
IMPACTS:
- Burnout
- Limited
access to opportunities
- Poor
contract negotiation
- Slow
growth or misdirection
ZOLIBERRY: Last question. SIBOMANA, what
advice do you have for upcoming artists choosing between going solo or seeking
management?
SIBOMANA Emmanuel:
Start by understanding who you are as an artist. Know your goals. If you’re
great at business, organization, and communication—you can build your brand
independently for a while. But when your name starts to grow, build a team.
Whether it’s a manager, a publicist, or a content director, you need people to
help you expand.
Just make sure you’re not handing over your soul. The
best manager isn’t the one with the biggest name—it’s the one who believes in
your vision and helps you grow without shrinking who you are.
FINAL THOUGHT:
In today’s digital age, both independent and managed
artistic paths are valid—but neither comes without challenges. Whether you have
a manager or not, success demands clarity, discipline, and unwavering passion.
Remember: fame may come quickly, but legacy lasts forever. Choose your path
wisely, move strategically, and stay true to your originality.
A perfect example of this is SIBOMANA Emmanuel, who ranks
among the top five most followed Rwandans on Instagram, with over 1.1 million
followers. Through his platform @sibomana.emma, he shares valuable insights on how to use
social media effectively—not just as a tool for fame, but as a means of mentorship
and positive influence. As a social media influencer and mentor, he supports
artists, actors, DJs, comedians, and other creatives, while also offering industry
analysis and inspirational glimpses into the lives of celebrities. His goal is
to guide and empower the next generation of talent through thoughtful,
purpose-driven content.
🖋 Article
by ZOLIBERRY Editorial Team
🎙 Interview with
SIBOMANA Emmanuel – Global Showbiz Analyst
Published exclusively at www.zoliberry.com