MEET DIANA PRECIOUS NHEERA: WINNER-OUTSTANDING TALENT MANAGER, TRAILBLAZER AWARDS 2023

FC: Hi Diana. Congratulations on scooping the Outstanding Arts Talent Manager at the Zim Community Trailblazers Awards 2023.

DN: Thank you so much.

FC: Which year did you get into Talent Management?

DN: I was first introduced to it by request late 2017 and made an active decision to really go for it March 2018 when I officially relocated back to Zimbabwe from SA.

FC: What has been your journey like?

DN: The journey has essentially been a huge learning and growth curve for me as a professional and as a person alike. I went from just being a music consumer, making careless comments and stuff 😂  to being a key music ‘creation’ stakeholder and custodian, maybe before i could fully grasp what was happening. This was a lot of on the job training, understanding things from the Musician’s point of view, knowing the production process, understanding the distribution channels, knowing and understanding the audience, and of course creating and leading the music brands in a highly competitive market and with minimal resources… I have matured so much in the past 6 years. I guard and protect any Creative’s energy more than before, i am sharper on creating Strategy, I speak less on unimportant things and i believe in success more than i ever have because i have lived it now, from pure effort. And we are now getting awards 🤩 The music terrain in Zimbabwe has also shifted significantly in a good way from when i joined the wagon and id love to believe my own contribution has added to the essence. IT HAS BEEN A WHOLESOME JOURNEY. And later shall be greater.

FC: Which Artist have you managed and do you currently manage?

DN: I have solidly worked with Nutty O 🇿🇼 (AfroDancehall, Harare Based) since 2018.

And then Starting with the latest addition to my Creative Family – 5nine 🇿🇼 (Afrobeat/RnB/Rap, Shanghai based), Eden Lang 🇿🇼 (Pop, Harare based), Vykyboy 🇿🇼 AD Terry 🇳🇬(Afrobeat/AfroHouse, Abuja Based), Vannel 🇿🇼(Afro-FUNK, AfroSoul, Harare Based)

I have also worked with a number of Artists too on Consultation and project basis – Julian King, John Cole, David Machaka, Victor Kunonga, Tanga wekwaSando, Alexio Kawara, Pauline, Master Zhoe, ExQ, Queen Nicole, Roki, IAmKingzw, Adrian Tate.

FC: Is there any downside of being a female manager, as we know women can be marginalised and unnecessarily disadvantaged in the Arts sector?

DN: Professionally To talk about disadvantages when i have experienced exponential growth in the game would be ‘erroneous.’ I have received utmost respect from my team members and the Artists. We do get some weird vibes out there sometimes but i just take it as directed to us as a brand and team not much as to me as a female. Of course i do meet some very few males who have interest in me as a woman and thus say inappropriate things and what i have noticed is after actually doing the work most go from calling me general affectionate names to calling me BOSS 😅 Working with Female artists tho means people asking is she beautiful? Is she married 😳😳 when you are talking work. I am still to get used to that as i find it quite offside. I mean, no one has ever asked if a male artist is Handsome.

FC: What has been your greatest challenge so far and how have you overcome that barrier?

DN: The greatest challenge IS securing enough funding to keep the work moving for the Artists. As up and coming generally there is low income opportunities so it’s harder to fund the production and marketing of the music. This is a challenge i haven’t yet overcome totally but i capitalize on building a bankable music brand from the start to enable earning through various offerings as the brand grows. The income from things like performances, brand endorsement deals, modeling, music streams and downloads, brand appearances, which increase as the brand grows, helps but on a limited scale. So you find that even when a brand has grown significantly, finances can still be a constraint as the same income is used for personal essentials, as well as for injecting back into the brand. This means picking a battle between more music production and marketing, especially considering how much it would need to break into other territories in the regional, continental and global spaces… THIS CHALLENGE LOSES ME SLEEP many nights. It also means our growth rate is much slower and thus we have a weaker bargaining position when it comes to negotiating with record companies from outside. Ideally these record labels would bridge the gap between the Artist and reaching the greater market share. What I would need, is healthy investments to the thriving Artist in order to reach their true potential of success in terms of fame AND FORTUNE. Then, the impact is higher for the individual, community, nation and region at large.

FC: What advice do you have for young girls who want to be actresses, musicians, producers etc?

DN: Girl, you are a girl by gender, not by profession! So, step into the craft unapologetically, acquire(learn) all the added skills to your talent, focus, present your best qualities AS A PROFESSIONAL and grow unto success.

FC: How would you describe yourself in five words?

DN: Mother. Remarkable. Ever-Learning. (honorable)Member 😅. Triumphant.

FC: What makes you smile and what scares you the most?

DN: I smile just to make the next person smile too. My worst fear is being married to someone who loves music that i cannot stand and plays it at full blast 😅🙊

FC: Are you planning on any boss moves considering you have become a household name?

DN: I may be the last person to realise anything i get to do is a BOSS MOVE 😅 but i do aspire to have a sandbox(developmental) kind of firm to raise African Creatives and build up on their talents. At the same time offer some Marketing and PR services to ensure longevity and success in the industry all the way to global markets.

FC: What is your greatest strength and weaknesses?

DN: My greatest strength is being an Empath… and in turn it is also my greatest weakness.

‘An empath is a person highly attuned to the feelings and emotions of those around them.’

FC: Describe the next five years of your life and your plans?

DN: As i see it in the dreams… One main thing is on my cards, participating more, as a Music Stakeholder and with my Music Teams, in the regional, continental and global activities. From the various performance stages in various nations – All the way to the BETs and Grammys. My firstborn will turn 20 in 5 years 😳 that also means availing myself even more in my children’s lives and their ventures in school and work wise. It’s an important and adventurous 5 years ahead.