The trailblazing women managing Amapiano A-listers DJ Maphorisa and Focalistic

To many, the phrase “behind every successful man stands a woman” may come off as a tired cliché. However, for Afrobeats sensation Burna Boy, also known as “the African Giant,” this adage rings true. The Grammy-winning Nigerian artist, who commands a minimum of $500,000 per performance, owes much of his success to his mother, Bose Ogulu, affectionately known as Mama Burna.

Mama Burna, who could rival Kris Jenner for the title of “momager,” has played a pivotal role in shaping her son’s music career. She learned the ins and outs of the industry from her father, who managed the legendary Fela Kuti, a key figure in the development of Afrobeats. Her influence is not an isolated case; many women across Africa are stepping into management roles within the music industry.

In South Africa, a significant number of the highest-paid Amapiano artists are managed by women, including DJ Maphorisa and Focalistic. DJ Maphorisa has been recognized as the top-streamed Amapiano artist on Spotify, alongside Kabza De Small and Young Stunna, all managed by Thulani Keupilwe, known as Thuli. Focalistic is also managed by a talented woman, Reba Shai.

On a cool evening in Soweto, Johannesburg, I had the pleasure of meeting these two trailblazing managers. “I’m pretty sure at least 50% of artists’ managers are women,” Thuli stated confidently. Reba added, “It’s only a matter of time before women dominate this industry. We’ve progressed from being road managers and technical support to taking on managerial roles and running labels—areas traditionally reserved for men.”

Their mutual respect and admiration for one another were evident during our conversation. Thuli remarked, “I want to give Reba’s artist props. Focalistic’s collaboration with Davido on ‘Ke Star’ was a game-changer for Amapiano on the global stage. That was the moment we knew we were breaking through.”

Thuli’s journey began in 2017 when she launched Lawk Communications, a booking and artist management agency. Since then, she has built a formidable reputation, representing a roster of top-tier artists, including Daliwonga and Sha Sha.

Similarly, Reba’s path started as an intern at LiveMag, an online publication where she honed her skills in social media management. Her interest in the music industry grew, leading her to manage artists after joining Cap City Records, where she learned from her mentor Tshepiso Poho.

As a manager, Reba oversees artist campaigns, facilitating collaborations and brand partnerships. “My role is to manage relationships between artists and brands to ensure mutual benefits,” she explained.

Reba’s encounter with Focalistic marked a pivotal moment in her career. After winning a competition in 2016, he was approached by Reba, who impressed him with her extensive music background. She later helped him establish his record label, 18 Area Holdings, where she currently oversees business affairs.

While Thuli and Reba have achieved considerable success, they face the challenges of managing artists, particularly when it comes to financial issues. Thuli highlighted that discussions about money can be particularly challenging, especially with younger artists who may not yet understand the industry’s financial landscape.

Reba noted the importance of financial literacy for artists, stating, “It’s vital for them to learn how to manage their earnings, and that should come from partnerships with distributors and platforms.” However, she feels fortunate to work with Focalistic, who has a solid understanding of money management, thanks to their shared journey from the ground up.

To ensure financial stability, Reba has set up a structured management system, including hiring a lawyer and a financial manager to oversee contracts and bookkeeping.

Being women in a male-dominated industry, both Thuli and Reba recognize the necessity of proving themselves constantly. Thuli emphasized the importance of resilience, saying, “You must be strong and confident. While it’s tough, it’s okay to express your emotions but keep pushing forward.”

Despite the challenges, including the tendency to be blamed for an artist’s failures, both managers remain dedicated to improving the lives of their artists and making their mark in the music industry