The Manager’s Playbook 019: Chris Anokute – Katy Perry, Iggy Azalea, Bebe Rexha, Muni Long, Rihanna, Album Creation, A&R, Gatekeepers, Market Share, Pay-to-Play, Fake Streams, Industry Secrets
Mar 18, 2025
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In this engaging discussion, Chris Anokute, an artist development specialist with 18 years of experience, shares his insights from working with music icons like Katy Perry and Iggy Azalea. He dives into the reality of artist development, revealing the hidden tactics of pay-to-play and streaming manipulation. Chris unpacks the paths to success for breakout artists, discusses the complexities of music deal negotiations, and emphasizes the importance of mutual options in contracts. This candid conversation also highlights how authenticity and strategic engagement can empower today's artists.
Chris Anokute emphasizes the significance of artist development, sharing his 18-year journey guiding talents to Grammy nominations.
The podcast delves into the manipulation of streaming data, revealing the controversial practices artists might engage in for perceived popularity.
Maintaining ownership of music masters is crucial for artists, allowing them to avoid exploitative contracts and sustain financial autonomy.
The use of modern fan engagement tools, like Forever Fan, is essential for artists to foster direct relationships and optimize their outreach.
Deep dives
The Rise of Viral Streaming
Increasing song streams can trigger a rush from record labels looking to sign new artists. The discussion highlights the manipulation of data, where artists may artificially inflate their streams to create the illusion of sudden popularity. This phenomenon can lead to companies that specialize in promoting an artist's music through various tactics, including buying fake streams. Therefore, a rapid increase in streams from 20,000 to 200,000 within days raises suspicion and indicates the potential use of these controversial marketing strategies.
Artist Development Experience
Artist development is detailed through the experiences of Chris Anakute, who has successfully developed numerous talents over an 18-year career. He shares stories of four artists he developed who went on to be nominated for Best New Artist at the Grammys, including Katy Perry and Bebe Rexha. His role involved not only signing but also guiding these artists through their creative processes and building their careers. This insight emphasizes the significance of mentorship and sustained effort in shaping successful musicians.
Understanding Industry Dynamics
The music industry is complex, with artists often pressured to sign unfavorable contracts for upfront cash. With discussions around the importance of maintaining ownership of masters, the narrative emphasizes the need for artists to understand their deals thoroughly. Furthermore, the focus on leveraging fan relationships for financial success highlights how artists can maintain autonomy and control over their careers. This awareness can empower musicians, helping them avoid being trapped in exploitative agreements.
The Role of Radio in Music Success
Despite the rise of streaming, radio remains a significant platform for launching and sustaining an artist’s career. The podcast elaborates on how major record deals often still integrate strategies for securing radio airplay, as it can elevate an artist's popularity. However, independent artists have begun leveraging streaming and social media as alternative promotional pathways. The discussion illustrates the evolving landscape of music promotion and the necessity for artists to adapt to industry changes.
Navigating New Release Strategies
The discussion covers the critical need for artists to utilize modern fan engagement tools and platforms to promote new releases effectively. Forever Fan is introduced as a customer relationship management system specifically tailored for musicians, allowing them to communicate and interact with their fans directly. This technological advancement enables artists to track engagement and optimize fan outreach strategies. By efficiently managing fan relationships, emerging artists can capitalize on opportunities that may arise from releases, tours, and merchandise drops.
The Importance of Authenticity and Fan Engagement
Authenticity and consistent engagement with fans are essential for a new artist’s growth in the current music environment. Developing a loyal fan base takes time, where artists are advised to produce content regularly while connecting personally with listeners. The idea of giving fans exclusive access to content, including behind-the-scenes looks and interactions, can bolster their commitment. Through this approach, even independent artists can grow their following and eventually secure a hit record, enhancing their prospects in the industry.
Rethinking Fame in Music Careers
The podcast argues that the desire for fame may distract artists from achieving long-term career success. Ambitions should focus on building sustainable practices rather than chasing fleeting recognition. Artists should prioritize fan acquisition and monetization strategies to create a stable income. By cultivating super-fan relationships and maximizing available platforms for engagement, musicians can foster enduring careers beyond traditional notions of fame.
Successful Independent Artist Strategies
Chris Anakute outlines practical strategies for independent artists to thrive in the competitive music landscape. By cultivating a direct relationship with fans and offering value, such as exclusive content or personalized experiences, artists can monetize their craft effectively. He emphasizes the importance of building a solid foundation and gradually scaling their operations as they curate their audience. This unique approach showcases how long-term sustainability can be achieved through strategic planning and genuine fan engagement.
In this episode of The Manager’s Playbook, we sit down with Chris Anokute, the industry veteran behind the success of Katy Perry, Iggy Azalea, Bebe Rexha, and Muni Long. As a former major label A&R and artist developer, Chris pulls back the curtain on what it really takes to break an artist—from album creation to the hidden power plays that shape careers.
We dive into the realities of artist development, the role of gatekeepers, and the controversial world of pay-to-play in the music industry. Chris shares insider secrets on how labels manufacture success, the impact of streaming manipulation, and why some artists make it while others get left behind. Whether you're an artist, manager, or just a fan of the business, this episode is packed with raw, unfiltered insights into the music industry's inner workings.
Tune in now to hear the truth behind hit records and the strategies that shape global superstars.
Shoutout to our sponsor: Forever Fan
If you're an artist, manager, or label, stop leaving money on the table. Forever Fan is the ultimate CRM built for the music industry—helping you communicate directly with fans via text and email, track engagement, and optimize campaigns so your biggest supporters never miss a release, tour, or merch drop.Major artists and rising stars alike are already using Forever Fan to sell more tickets, push more streams, and drive real fan loyalty.
