eBusiness Weekly
Leslie Mupeti
While most artistes find their inspiration in song, Diana Nheera finds hers in the souls of young Zimbabwean talent yearning to be heard. Hers is a journey of wanderlust that began in the rustling classrooms and rolling hills of her youth, guided by the compass of curious elders who steered her towards the blossoming digital age.
Leslie Mupeti had a conversation with the dynamic music visionary currently shaping Zimbabwe’s cultural contours. From IT graduate to digital marketer to sought-after talent manager, Diana has honed a rare wisdom gleaned from nurturing the talents of legends like Nutty O and ExQ.
The rooted seeker*
Diana Nheera grew up moving between rural Zimbabwe communities as her teacher father and grandfather worked in schools. While desiring food science, an uncle advised an IT degree suited to the digital age.
“I really wanted to venture into Food Science, which I had undertaken as one of my subjects for lower and Upper Sixth . . . At the Polytechnic I had found a place however, the only option was Hospitality, so my uncle Ronald Munatsi sat me down and advised me on how IT made better sense in the digital era that everything was growing into.”
Hesitant at first, she embraced IT and thrived.
The adaptive innovator
Diana transitioned to digital marketing for a stable income. Design and photography posed inconsistency. Digital marketing ensured reliable income through helping clients achieve goals.
“I was doing well as a self-taught and trained Graphic Designer and Photographer, but these were mostly periodic jobs where I got more work at the beginning of the year, for church calendar resources, and then the random branding, birthday, wedding, event invites, posters and greeting cards.
“It would mean some cool bag in some months and scarcity in other months, a painful way to live.”
The curious journey woman
Approached to manage talents despite little music knowledge, Diana saw opportunity to grow artists’ brands using her skills.
“Upon relocating back home to Zimbabwe from South Africa, a formal job was not easy to come by. I actually spent 10 months in 2017 sending applications and attending job interviews… I was already a Freelance Graphic Designer and Digital Marketeer, so on interaction with some creatives I would get a number of requests to Manage them, and I would frankly decline because I did not know much about Music.
“It was young Vannel and Kent who managed to convince me to give it a try . . . and being one to not shy away from a Challenge, I made a deal with the pair that I would show them the ropes on business (branding and marketing) and they would show me the ropes on Music(the technical, industry and their experience in Zim music.) ”
The trusted guide
Diana stresses how important it is for up and coming artists to have managers.
“As an upcoming artiste it’s important to have a manager or Management Team so as to have human resource(s) dedicated to the business side of the craft, allowing you to focus fully on the creative and to be a professional buffer between you and the members of the environment (clients, fans, partners and markets).”
Diana advises aspiring managers to research the role, identify strengths, find mentors and discuss compensation upfront. Managers should develop and enjoy the journey as opportunities arise.
The adaptive growth-seeker
Managing artists like Nutty O grants Diana valuable insight through work ethic, adaptability and passion for growth.
“ . . . being an Artiste Manager to me means managing the Artiste’s brand. It means teamwork: being responsible and accountable for each other between myself and the Artist, as well as the rest of the team.
We have a code of conduct, values and principles to adhere to just like any other professional organisation . . . ”
She advises young people entering management to remain open to opportunity and ready to learn, then tailor and apply lessons to their own context.
The budding visionary
Much lies ahead for Diana, with new music from artists and collaborations granting experience. Her advice reminds that unseen possibilities emerge when openness meets preparation, and tailored lessons yield growth.
Though unplanned, artist management revealed Diana’s intrinsic calling — to seek, learn, adapt and impart possibility through mentoring young talent.
“ . . . keep your heart open to new opportunities and your mind ready to learn. All we are doing now has been done before, so, do take a leaf from the page of those who have learned ahead of you, customise and apply to your own journey, apply full interest in your specific environment and you will see all the leads and opportunities to lead and grow as an Artist Manager. Research, Apply, Grow. Enjoy . . . ”
Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
