A conversation with Razu Ahmed, a top name in artiste management

Md. Razu Ahmed has been a renowned artiste manager in Bangladesh for more than a decade. Having started his career in 2008, he has worked with bands like Warfaze, Nemesis, Aurthohin, Cryptic Fate, Artcell, Shironamhin, Viking, Minar and many more. He is also currently the Head of Communications at music streaming platform Imagine Radio, and an adviser of Bangladesh Band Music Fans' Community (BBMFC). We talk to the behind-the-scene hustler about his career, philosophy and more.

Tell us about how your journey started.

I was in an agency named Carnival. In 2010, there was a project for Banglalink which involved Habib Wahid, Aurthohin and Warfaze, which I was involved in, and that is pretty much where my career in artiste management started. Before that, I had coordinated Warfaze's album, "Pothchola" for the brand Nokia. I discovered that I had a knack for it, and gelled quite well with the musicians. When I worked on Yonder Music Inc, I had to manage 21 leading artistes at the same time along with all the major labels of Bangladesh. From there, I got a lot of knowledge about how to generate the artiste revenue from digital platforms and how the brands can be benefited investing in music.

What are your current projects?

Truth be told, I am working behind the scenes to bring funding into the music industry through sponsors, advertisers and backers who are interested in the industry. Since I have been able to consult in many leading firms and advertising agencies, I have a clear idea of what corporates want, and I feel like I have a responsibility to help the industry after the devastating pandemic.

As the Head of Communications of Imagine Radio, do you think the availability of Spotify will harm local streaming platforms?

On the contrary, I believe that Spotify will make corporates realize the value of music streaming, and that there is a bustling market for it. Local platforms like Imagine Radio are much more affordable than Spotify, both for listeners and potential ad-givers. Spotify's availability only sheds the spotlight on this fact and obviously such platforms can help both the artiste and brands of Bangladesh to compete with global market trend.

What do you think about the upcoming artistes in the band industry?

I feel like they are very talented, and I personally do whatever I can to help them. I amongst my dozen or so guitars that I have at home, many are at the possession of young musicians who are making better use of them than I would right now. Honestly speaking, a certain percentages of my income from artiste management has always been funded to upcoming talents who has potential but limited resources to continue their journey. Through my involvement in BBMFC and my relationships with the media, I also ensure that new songs get as much spotlight as possible, given the circumstances.

Do you have any advice for anyone interested in artiste management?

Start with one or two band/artistes. Initially, revenue generation is tough in this industry, and on top of that, everything is going digital so I would suggest familiarising yourself with those aspects. Know the artiste you work with, and make their lives easier!

Any message you want to leave with music lovers/listeners?

I would urge all corporates and brands to invest in our music sector, as they can make a huge difference. You don't necessarily have to work through me, but do work with some of the excellent artistes who are already in the industry. I am sure that everyone will be benefited in this way.