You might notice that your favorite celebrity doesn’t always run their social media accounts themselves, and there are several reasons for this.
**1. Brand Management: Okiki Oyeyiga, a social media expert, explains that managers often handle social media to maintain a consistent brand image. They ensure that all posts align with the artist’s public persona and avoid any content that might conflict with their desired image. This control helps prevent the artist from inadvertently posting something that could harm their reputation.
**2. Perception Management: Korie, who manages Nigerian artists, emphasizes the importance of managing online perceptions. A single tweet or post can dramatically impact an artist’s image, especially in the volatile Afrobeats scene. Managers step in to avoid any missteps that could negatively affect the artist’s brand.
**3. Opportunity Management: Sometimes, artists might miss out on important collaboration or business opportunities if they handle their own social media. Korie notes that even prominent figures like T-Pain have overlooked potential opportunities due to missed messages. Managers can help by spotting and seizing these opportunities on behalf of the artist.
**4. Communication Efficiency: Managers might take over social media to communicate vital information swiftly. Given the fast-paced nature of the entertainment industry, it’s crucial for management to adapt and relay important updates quickly, sometimes independently of the artist.
**5. Context Control: Baba Joe, who manages artists like Badman Niko, explains that management might step in to keep the artist’s posts in line with specific project themes or campaigns. If an artist’s post deviates from the planned message, management may temporarily take over to realign the content.
**6. Consensual Arrangements: Onah Uzonwanne, who manages celebrities like Toyosi Etim-Effiong, clarifies that the process is generally consensual. Social media managers work under the guidance of the artist and their team, and social media passwords are usually shared. In cases of legal issues, legal counsel is consulted before any online actions are taken.
In summary, while it might seem like celebrities are locked out of their own social media, the involvement of managers is often a strategic decision to protect and enhance the artist’s brand and career.
