For almost two decades, MANI of AMERICAN ARTISTS COMPANY has been a go-to source and leader for managing and booking artists around the world. Mani gives us the exclusive on what it takes to do what he does!
WHAT DO YOU SPECIALIZE IN?
Actually, we specialize in management and booking of US
artists overseas and in the Middle East.
HOW DID YOU GET INTO THE BUSINESS OF WHAT YOU DO?
I was an artistic director and choreographer then I decide to
manage and book artists around the world.
WHAT DOES IT TAKE TO DO WHAT YOU DO?
You need to always be aware of whats going on because this is
one business that goes so fast and changes every day.
WHO HAVE BEEN SOME OF YOUR MOST MEMORABLE
COLLABORATIONS AND CLIENTS IN THE BUSINESS?
Definitely Stevie Wonder or R. Kelly. I’m a fan of both so for me
working with them was a dream.
YOU’RE MOROCCAN. HOW DOES YOUR BACKGROUND PLAY INTO
WHAT YOU DO AND WHAT YOU BRING TO THIS BUSINESS?
You know, Moroccan attitude is to be super curious, so I think
this a good quality in this job. 🙂
YOU HAVE OFFICES IN THREE DIFFERENT CITIES. WHY THOSE
CITIES AND WHAT ARE YOUR FAVORITE THINGS ABOUT THOSE
CITIES?
Honestly, its cool to have different homes and different lives. It
inspires me a lot because each country has its way of doing
business.
HOW MANY COUNTRIES HAVE YOU DONE BUSINESS IN? DO YOU
HAVE A FAVORITE OR FAVORITES?
We’re working with around 60 countries but my favorite to work
with is USA. I love how people are dedicated to their job.
Sometimes event too much compared to European people. LOL
YOU CONDUCT BUSINESS IN SO MANY COUNTRIES THROUGH OUT
THE WORLD. WHAT LANGUAGES DO YOU SPEAK AND HOW DID YOU
LEARN TO SPEAK THEM?
English, French, and Arabic completely fluent and, of course,
understand Spanish and Italian
OUT OF EVERYTHING YOU DO? WHAT ARE YOU MOST PASSIONATE
ABOUT?
I’m supper passionate about the movie industry. I’m working on
executive producing a new movie called ‘Party Legend’.
YOU HAVE SUCH A BEAUTIFUL FAMILY? HOW DO YOU KEEP SUCH A
HEALTHY FAMILY BALANCE WHILE MAINTAINING SUCH A BUSY
SCHEDULE?
The secret is happy wife, happy life. Always take care of family
because its the base of life and I always learned that if you’re
happy in your personal life, you will be indestructible on the
business side.
YOU TRAVEL A LOT. WHAT ARE YOUR MUST HAVES WHEN
TRAVELING?
I love spas. I’m always discovering new treatments everywhere.
ON THE TOPIC OF TRAVELING A LOT. WHAT’S YOUR FAVORITE
METHOD OF TRAVELING WHEN DOING BUSINESS AND WHY?
I try to travel by private jet mostly because you can choose the
time of taking off and you know this job is always changing
plans.
THE BUSINESS HAS HAD TO CHANGE DRASTICALLY SINCE YOU
STARTED, ESPECIALLY IN THIS AGE OF THE INTERNET. HOW HAVE
YOU ADAPTED AND MAINTAINED BEING A SPECIALIZED LEADER IN
THE BUSINESS FOR ALMOST TWO DECADES?
Honestly, I prefer now than before the internet. You need to use
it in the proper way. It’s so useful. I’m happy with the modernity.
Before it was a nightmare sometimes to make concert happen.
LOL. Traveling today is like taking a bus.
AT WHAT MOMENT DID YOU KNOW AFTER YOU STARTED IN THE
BUSINESS THAT YOU COULD BE SUCCESSFUL DOING THIS LONG
TERM?
I was sure front the beginning because it was a niche. Nobody
was thinking about it and the demand was massive. I was on of
the first traveling in LA or NYC to hang out with celebrities and
bring them to Europe perform.
WHAT’S BEEN THE CRAZIEST EXPERIENCE YOU’VE HAD BEING IN
THIS BUSINESS AND HOW DID YOU HANDLE IT?
I have 150 stories honestly but one that comes to mind now is
when I did R.Kelly live and Kanye West came to meet him. R.
Kelly told me not to bring him because of the beef between him
and Kanye/Jay Z. So imagine explaining to Kanye to not come
backstage. LOL But after many discussions with R.Kelly, I made
it happen and you know what? Right after that, they did a song
together called “To The World”. I’m proud of this even if I was
just a little responsible of that.
WHAT DO YOU SEE IN THE FUTURE FOR AMERICAN ARTISTS
COMPANY?
We’re working more and more with brands to associate them
with celebrities. For me, top models will disappear. All of the
endorsements will be by celebrities and we’re developing
more and more actors in our portfolio.
Prima
