Inside the Playbook: Muyiwa Awoniyi on How to Build Beyond the Music

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how Tems’ team built a business beyond the music.

In this clip, Muyiwa explains why The Leading Vibe treats expenses as investments, how they built an ecosystem around Tems, and why ownership, valuation, team culture, fan engagement, and business literacy matter for long-term success.

He also talks about Tems as both artist and executive, building a female-led team culture, why fans buy into movements, developing new artist Rue, and why discipline matters more than motivation.

A must-listen for artists, managers, music executives, and independent artists serious about building something that lasts.

Simply put, a conversation like this doesn't come cheap.

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Listen to the full episode here -

Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA

Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

In this episode:
00:00 Investing in Tems
00:34 Building the Artist Company
01:43 Tems as Artist and Executive
02:50 Team Operations and Business Structure
04:06 Female-Led Team Culture
04:57 Why Fans Buy Into Movements
06:12 Fan Engagement in Today’s Music Industry
07:44 What Makes New Talent Stand Out
08:12 Introducing New Artist Rue
09:10 Tems Origin Story
10:52 Pressure, Responsibility, and Leadership
15:32 Discipline Over Motivation
16:17 Why Muyiwa Manages Artists