BEHIND THE MUSIC: THANDO ZULU
Introducing Thando Zulu, a music manager who quickly obtained a reputation for approaching artist development with a "holistic" strategy. A part of the 2022 Music Managers Forum Accelerator Programme, Zulu's keen eye for talents such as JERUB, Aaron Taylor, Joel Baker, and BEKA, has led them all under the house of Zulu Music. Throughout our interview, Thando Zulu illustrates how his knowledge and wisdom successfully assist in refining artists' musical abilities, developing their overall artistic vision, and building promising careers destined to flourish beyond our little island. In conversation, we explore the starting blocks of Thando Zulu's impressive musical career, the non-negotiables to an artist's development, and his insight into friendship amongst business while defining his path for what it is today.
While at university, Zulu was a youth worker at a local church, where he met Jerub, an artist who would become his first client. Jerub had brought Zulu a song called 'Paint Me in Gold,' which Zulu thought was incredible, but instead of rushing to release the single, Zulu decided to take a more strategic approach. "He said it was coming out next week. I listened to it and asked him not to release it next week. Let's have a plan."
Zulu's work at the church and involvement with Sofar Sounds Nottingham equipped him with the tools he needed to help Jerub create the well-deserved buzz around the new release. Zulu assisted Jerub with a campaign and secured his first gig at Sofar Sounds and BBC introducing East Midlands , which marked Zulu's first foray into music management.
Once embarking on his career came the emergence of his now artist development organisation. The name Zulu Music was a decision that came naturally. "I wanted something that felt really authentic. Zulu is my surname, I was born in Zimbabwe, and [my] heritage is South Africa KwaZulu Natal Durban area," he revealed.
"I wanted something that was very much part of me." The word "Zulu" has a double meaning. Not only is it one of the national languages within South Africa, but it also translates as "heaven" or "rain" in the Zulu language.
Thando chose a name with significance and depth, resulting in the conveyance of Zulu Music, a personal identity, a sense of possibility, and growth for the artists he worked alongside. So it's no surprise his holistic approach extends to how he works with his team and artists. His nurturing methods stem from the belief that having a successful career and a healthy personal life is possible and that the two are interconnected. "My theory of practice My theory is you can have both of these things, and secondly, I think there's a longevity that comes when you work in a way that thinks about your whole being and not just your finances," he explained.
Zulu illustrates how artist management is grounded in his belief that success is not just about achieving one's goals but about doing so genuinely and sustainably. By focusing on the whole person and their vision for their life, Zulu hopes to help artists achieve financial success and a sense of fulfilment and purpose.
The UK has a rich history of producing great bands, especially from the northern region, from The KTNA, and Children of Zeus to Jorja Smith. In recent years, the music scene in Nottingham has also been on the rise, with several talented artists and bands emerging from the city. "Nottingham has had loads of great ideas come out of it or through it, thanks partly to the university. Jake Bugg is still doing really well, and there's Rob Milton, who has written a lot of stuff with Holly Humberstone and London Grammar too. So this is just the next wave that continues across the UK."
Thando believes that the BBC is playing a crucial role in supporting local talent across the country, with opportunities like BBC Introducing helping to showcase up-and-coming artists from different areas. "I think when the centres of industry are moving and spreading out, it's helpful," he says.
His career has allowed him to work amongst his nearest and dearest. Setting boundaries is essential in any relationship, including friendships within the workplace. Stressing the importance of having agreements rather than expectations, Zulu explains how this minimises misunderstandings and guarantees everyone is on the same page.
To Thando, it can be challenging to work with friends because the stakes are higher, but the rewards can also be more significant. He clarifies, "It can be difficult because the stakes are higher in what you lose, could lose if it all goes wrong. But I think on the flip side, the reward is higher if it really goes well. So yeah, I enjoy it." As an emerging artist, presenting a fully polished brand identity to the world from the beginning can be tempting, but is this always necessary?
"It is important. If your brand is polished, then great. But I also think I think it's cool to show people you're on steps one and two, leaving room for the imagination of where the brand is going," Zulu advised. He takes a more relaxed approach regarding his brand identity as a music manager. "My vibe is fun. I like to laugh. I like not to take myself too seriously. I take the work seriously, but my personal image, no. That's the balance, it's relaxed enough that anyone can be part of it, but also, we're getting the work done to a high standard."
Identifying three non-negotiable elements should always be prioritised; Zulu noted the first to be authenticity, as it ensures that the artist truly wants to pursue their chosen path. He says, "Does it align with the vision and goals you've written down?"
"We often do a branding document to keep that art authentic." The second element Zulu identified is the impact it has on critical relationships. "Aaron Taylor has a couple of kids now, which is amazing, so there's also the question of whether this is good for all the key relationships you care about." Lastly, the career trajectory of the artist should be considered. Zulu notes that this is a step in the right direction for their career.
Closing our discussion, Thando Zulu recognised becoming an artist manager involves finding a project or artist that one can add value to and supporting them to flourish to their fullest potential. "It is essential to think about the needs of your company and match them with supporting and helping talent," he urged. "It is also vital to consider your needs during the management process."
"I remember my coach telling me that, 'If something were to go wrong on a flight, you're told to wear your oxygen mask before attending to others.’ That's the biggest lesson I've learnt. If I forget what I need for my sustainability for my company, that puts a lid on how much I can help other people".
CREDITS:
Production & Creative Direction - WE ARE SOUL
Photographer - Jedidah M.
Producer - Sharnae Petgrave
Writer - Esi Mongo
BTS: Hannah Harding
Talent: Thando Zulu / Zulu Music UK
PR: Fleur Publicity
BEHIND THE MUSIC: THANDO ZULU
Introducing Thando Zulu, a music manager who quickly obtained a reputation for approaching artist development with a "holistic" strategy. A part of the 2022 Music Managers Forum Accelerator Programme, Zulu's keen eye for talents such as JERUB, Aaron Taylor, Joel Baker, and BEKA, has led them all under the house of Zulu Music. Throughout our interview, Thando Zulu illustrates how his knowledge and wisdom successfully assist in refining artists' musical abilities, developing their overall artistic vision, and building promising careers destined to flourish beyond our little island. In conversation, we explore the starting blocks of Thando Zulu's impressive musical career, the non-negotiables to an artist's development, and his insight into friendship amongst business while defining his path for what it is today.
While at university, Zulu was a youth worker at a local church, where he met Jerub, an artist who would become his first client. Jerub had brought Zulu a song called 'Paint Me in Gold,' which Zulu thought was incredible, but instead of rushing to release the single, Zulu decided to take a more strategic approach. "He said it was coming out next week. I listened to it and asked him not to release it next week. Let's have a plan."
Zulu's work at the church and involvement with Sofar Sounds Nottingham equipped him with the tools he needed to help Jerub create the well-deserved buzz around the new release. Zulu assisted Jerub with a campaign and secured his first gig at Sofar Sounds and BBC introducing East Midlands , which marked Zulu's first foray into music management.
Once embarking on his career came the emergence of his now artist development organisation. The name Zulu Music was a decision that came naturally. "I wanted something that felt really authentic. Zulu is my surname, I was born in Zimbabwe, and [my] heritage is South Africa KwaZulu Natal Durban area," he revealed.
"I wanted something that was very much part of me." The word "Zulu" has a double meaning. Not only is it one of the national languages within South Africa, but it also translates as "heaven" or "rain" in the Zulu language.
Thando chose a name with significance and depth, resulting in the conveyance of Zulu Music, a personal identity, a sense of possibility, and growth for the artists he worked alongside. So it's no surprise his holistic approach extends to how he works with his team and artists. His nurturing methods stem from the belief that having a successful career and a healthy personal life is possible and that the two are interconnected. "My theory of practice My theory is you can have both of these things, and secondly, I think there's a longevity that comes when you work in a way that thinks about your whole being and not just your finances," he explained.
Zulu illustrates how artist management is grounded in his belief that success is not just about achieving one's goals but about doing so genuinely and sustainably. By focusing on the whole person and their vision for their life, Zulu hopes to help artists achieve financial success and a sense of fulfilment and purpose.
The UK has a rich history of producing great bands, especially from the northern region, from The KTNA, and Children of Zeus to Jorja Smith. In recent years, the music scene in Nottingham has also been on the rise, with several talented artists and bands emerging from the city. "Nottingham has had loads of great ideas come out of it or through it, thanks partly to the university. Jake Bugg is still doing really well, and there's Rob Milton, who has written a lot of stuff with Holly Humberstone and London Grammar too. So this is just the next wave that continues across the UK."
Thando believes that the BBC is playing a crucial role in supporting local talent across the country, with opportunities like BBC Introducing helping to showcase up-and-coming artists from different areas. "I think when the centres of industry are moving and spreading out, it's helpful," he says.
His career has allowed him to work amongst his nearest and dearest. Setting boundaries is essential in any relationship, including friendships within the workplace. Stressing the importance of having agreements rather than expectations, Zulu explains how this minimises misunderstandings and guarantees everyone is on the same page.
To Thando, it can be challenging to work with friends because the stakes are higher, but the rewards can also be more significant. He clarifies, "It can be difficult because the stakes are higher in what you lose, could lose if it all goes wrong. But I think on the flip side, the reward is higher if it really goes well. So yeah, I enjoy it." As an emerging artist, presenting a fully polished brand identity to the world from the beginning can be tempting, but is this always necessary?
"It is important. If your brand is polished, then great. But I also think I think it's cool to show people you're on steps one and two, leaving room for the imagination of where the brand is going," Zulu advised. He takes a more relaxed approach regarding his brand identity as a music manager. "My vibe is fun. I like to laugh. I like not to take myself too seriously. I take the work seriously, but my personal image, no. That's the balance, it's relaxed enough that anyone can be part of it, but also, we're getting the work done to a high standard."
Identifying three non-negotiable elements should always be prioritised; Zulu noted the first to be authenticity, as it ensures that the artist truly wants to pursue their chosen path. He says, "Does it align with the vision and goals you've written down?"
"We often do a branding document to keep that art authentic." The second element Zulu identified is the impact it has on critical relationships. "Aaron Taylor has a couple of kids now, which is amazing, so there's also the question of whether this is good for all the key relationships you care about." Lastly, the career trajectory of the artist should be considered. Zulu notes that this is a step in the right direction for their career.
Closing our discussion, Thando Zulu recognised becoming an artist manager involves finding a project or artist that one can add value to and supporting them to flourish to their fullest potential. "It is essential to think about the needs of your company and match them with supporting and helping talent," he urged. "It is also vital to consider your needs during the management process."
"I remember my coach telling me that, 'If something were to go wrong on a flight, you're told to wear your oxygen mask before attending to others.’ That's the biggest lesson I've learnt. If I forget what I need for my sustainability for my company, that puts a lid on how much I can help other people".
CREDITS:
Production & Creative Direction - WE ARE SOUL
Photographer - Jedidah M.
Producer - Sharnae Petgrave
Writer - Esi Mongo
BTS: Hannah Harding
Talent: Thando Zulu / Zulu Music UK
PR: Fleur Publicity