Interview: Tashinga Nyahunda of @mansamusabrands Talks How To Pitch To Clients, Managing talent & More

What is Mansa Musa Brands?

Mansa Musa Brands is a 360 (full service) digital marketing agency; our core services are campaign & talent management, content creation, media buying & experiences. We are young and vibrant change-makers that understand culture & the importance of showcasing Africa & its talents on a global scale. 

Tashinga Nyahunda the CEO is a marketing strategist & venture capitalist with 6 years of experience in the public relations & marketing industry, having worked on clients such as Viacom, Samsung & Diageo, amongst others. 

How did you get your start in the marketing industry?

It started off with me managing talent. I decided to stop building careers and start something of my own that I can one day pass on to my kids and it can be continued after me. 

Who are some of the talents that you have worked with in the field of entertainment?

I managed Yung Swiss in my first year after university. I managed him for just over a year. I then went on to do freelance PR work for Davido Music worldwide in South Africa and I've also worked with Nasty C. I’m currently doing some work with Audiomack Africa and from a talent perspective, I'm currently working with Toke Makinwa, who is the biggest celebrity in Nigeria as well as Nomalanga Shozi (Radio Presenter on Gagasi FM and the face of BET Africa). 

What are some of the necessary skills needed to manage talent?

Resilience is definitely the first one. You can't take things personally. You need to understand that being told no just means you need to change your approach or you need to improve your following and credibility in the industry before prospective clients can work with you. You also need to have the backbone to do what's in the best interest of the artist even if they don't see the value in it. You can't be a 'yes man'. 

How do you deal with the conflict that arises in a situation like that? 

This is where arbitration skills come in. I had to learn how to mediate a situation and find a way to make someone happy while achieving my goals. Working in this industry, I've learnt a lot about how to communicate with people. Communication is one of the biggest factors in your success because relationships are everything in this industry. The longer you can maintain relationships, the more successful you'll be.

How do you deal with brands wanting to censor or alter a talent?

Firstly, we would never work with a brand whose values don't align with the talent. So we would have to decline that opportunity, however, if the brand doesn't want the talent to make posts about certain topics for a given duration, then we would consider depending on the bag and the longevity of the bag. 

How do you market talents from different regions?

I'm doing it right now! I'm in Dubai *chuckles*. Toke Makinwa is the first talent that we have managed from another country. It's a big step but you only succeed by taking risks. Personally, I'm going into products this year. I'm working on a brand called Fly Boys that is going to take over South Africa streetwear fashion. We're going to be working with the biggest influencers in South Africa for each capsule collection. 

How soon can we expect to see your product work come out?

It's coming out in March. I can't share too much just yet. 

What are some of your career highlights? 

Honestly, every day is a career highlight because I get to make money online from the comfort of my home, but being nominated at the Marketing 2.0 Conference Dubai in the Leadership category is definitely one. I also love seeing employee's or influencers buy a home or a car. It's just great to see that you're making a difference in someone's life. 

What do you think is the biggest reason that people want to work with you?

'I keep it a hunnid'*laughs*. No matter how difficult the conversation is, I'm willing to have it. 

If someone wants to be in your position one day. What piece of advice would you give them?

The government is not going to save you and the chances of you getting employment are slim. You probably have a talent and there is so much opportunity to start your own thing. Why don't you just go for it? Identify your niche and surround yourself with people who want to see you grow. 

The entertainment industry is seen as an 'all play no work'. What are some of the things you don't enjoy about your job?

I can answer that easily, it's campaign reporting. I like doing the work and executing but I don't enjoy sitting and putting it on paper. 

Everyone seems to like pitching

If there was one term to define me, I would say a strategist. I have so many ideas in my head, getting them on paper and voicing them out to a client is easily my favourite part of my job. 

What are some are the key things you need on your pitch for a client?

You need to show them the return on investment. If you can't show them an easily identifiable and realistic way to get a return on their financial input then the client won't work with you. Secondly, it needs to be a unique idea and lastly, you need to have a relationship. People don't do business with strangers.

What skills are you learning to improve yourself? 

I'm learning a lot about leadership because I'm taking on more responsibilities. I'm also learning about videography. I recently bought some camera equipment and a drone. I really want to expand the business in that direction and before I can employ someone to do it, I need to understand it myself. 

What sort of content are you going to create?

I'm looking into creating TV ads and music videos... if you come with the right amount. 

How do you feel about how you have developed as a professional?

When I started the company, I was doing everything but now I have systems in place and that's taught me a lot about organisation skills. 

I've also learnt to take more accountability. I used to strain away from being responsible and I'd like to believe that I'm a lot more accountable for the things going on around me even if I didn't directly work on it. It's my company at the end of the day. 

How do you price your services?

For things like influencer management, I use applications and take it from there. Or I work on your budget. With regards to other things like videography, I have an hourly rate. That's the best way to see if something is worth your time. You should know your worth. We're all in different stages of our careers and you have to factor experience and awards.