I first saw Abdul Manaf when I went for a live-music event in Kochi that he had organised.
He was seated at the centre of a table and was surrounded by an entourage. He seemed intimidating and had the look of a mob boss, the kind you may have seen in the movie, The Godfather.
The next time I attended a gig organised by him, I went and spoke to him and was surprised to find that that he was actually a sweet and friendly person.
Over the past few years, Manaf has been at the forefront of organising independent music gigs in Kochi and has made it a more interesting and happening place to live, especially for people like me who loves to attend live music events.
Tell us a little about yourself. What did you do before you got involved in artist management and curating music events?
I run a company called HEARTLAND Experiences. Before starting this company, I was working in the IT sector in the Middle East and India as a System Administrator.
Can you share your journey in the music industry? What inspired you to become a music curator and an artist manager?
I’m a late bloomer when it comes to the music industry. Around 2016, I was bored with my IT career and unsure about my future in that industry. The challenges were not enough. By chance, I learned about “The Muse Room,” a weekly independent music event series in Kochi. I became a regular and found amazing artists and their music. I fell in love with independent music. I also started writing about the independent music scene in India in a couple of magazines and online zines during that time. But unfortunately, the series stopped after a year. That left a huge vacuum in Kochi, so a musician friend, Sachin Rajeev, and I started hosting an intimate concert series called heART Sessions. What began as a one-time event grew organically from there. That was my first venture. Then I started managing multiple bands and programming India tours for them. Sachin meanwhile left to work in the Augmented Reality Industry. So, it meant heART Sessions needed to evolve. So, HEARTLAND Experiences was the evolution of that.
I rebuilt everything, designed a new logo, set up the website and created a ticketing platform for my events. I started curating diverse events than I was used to. Right now, I do between 16- 20 events a month. I do a lot of commercial music as per requirement, but my heart always belongs to independent music. That will never change. There is something indescribable about bringing someone's original music to a stage and an audience. I am always chasing that feeling. Right now, I do storytelling and poetry events as well. Because spoken word art requires a bigger audience.
What is the Kerala independent music scene like?
It’s still relatively small, especially if you exclude the significant growth in hip-hop. However, there are some incredible artists in Kerala creating beautiful music that still hasn’t reached many people. There are artists who make beautiful music in perfect Tamil. There are bands which do Hindustani fusion. There are so many amazing musical acts across Kerala but sadly still remaining unknown to a larger audience.
What is the role of an artist manager?
Contrary to popular belief, an artist manager doesn’t make an artist successful—the music does that. The manager’s job is to handle everything except the music, so the artist can focus on their art. However, you don’t necessarily need an artist manager when you’re just starting out. An artist manager is required for a musician who has a lot of work coming in and logistics and other things get in the way of him just doing his music.
What was your experience managing a popular and successful musician like Suraj Mani?
Working with Suraj Mani (vocalist of the band Motherjane) was different because he’s a seasoned musician and a disciplined artist. It was easier compared to working with newer artists who are still figuring out what they want. Suraj has done this for 20 years. He is comfortable in his talent and capability.
What do you enjoy most about your work?
The music, mostly. I also enjoy creating order out of chaos. It can be hectic while the event is happening, but making it all come together is personally rewarding. If you talk about drug parlance, there is no bigger high than a gig which went well.
How important are people skills in your line of work?
Very important. The industry is small and diverse, so communicating with people who have different perspectives and goals is crucial. A big part of the job is translating those perspectives so everyone can work together. I like to think of HEARTLAND as a community-building company, not just a music business. I work as a transition between artists who are trying to make their art work and venues which need to be sustainable to go forward.
What are some of the challenges you face in your job?
Convincing people to show up for a great gig takes a lot of work, requiring multiple marketing methods to make it happen. Finding solutions for technical requirements for artists while keeping the budget in check. Convincing venues that building a regular customer base and community takes time. You cannot do one event and expect 100 people. It takes time and patience.
Can you describe a typical day at work?
Weekdays are spent coordinating upcoming events and doing social media marketing. Weekends are the busiest. I spent the afternoon doing the last bit of promotional work for the day’s event. Then, I ensure that vendors have everything set up for that day's performance and coordinate with the artists for their soundcheck and performance. During the event, I make sure everything runs on time, the artist has what they need on stage, and the audience can enter without issues. Sometimes, I travel to multiple venues in a single day to sort everything out.
What is the revenue model of your company, HEARTLAND Experiences?
I work with hotels and corporations as a music curator and promoter, assisting with marketing and ensuring the event goes smoothly. I also manage tours for bands touring India with their original music and help with music releases, mainly focusing on promotion and PR. Plus building a community around spaces. Make visitors into regulars in those spaces. I charge a consulting fee for my services.
Can you tell us a little bit about your other ventures apart from HEARTLAND?
I’m also the Kochi city lead for Sofar Sounds, a global music experience provider present in 400 cities around the world. Sofar organizes secret gigs, with each location and set of artists being different. I also run an online zine called The South Scene, where I promote south Indian artists who require bigger recognition in the national music scene. I originally started as a music journalist in this industry, so writing is second nature.
How do you promote gigs and events that you organize?
Mostly through Instagram, WhatsApp groups, and sometimes even Discord servers. Also, word of mouth.
What is your advice to newcomers who would like to do what you do?
Don’t. Joking aside, it’s a tough industry. Don’t expect to make a living out of this for a couple of years. You should do it because you love music and community-building. As cliché as it sounds, love is crucial because explaining a career in the art industry to your parents is a challenge in itself. Let alone others. There will be a lot of negative feedback, but it’s all worth it if you truly love it and want it enough. This quote by Bukowski below is my personal mantra
“If you're going to try, go all the way. Otherwise, don't even start. This could mean losing girlfriends, wives, relatives and maybe even your mind. It could mean not eating for three or four days. It could mean freezing on a park bench. It could mean jail. It could mean derision. It could mean mockery--isolation. Isolation is the gift. All the others are a test of your endurance, of how much you really want to do it. And, you'll do it, despite rejection and the worst odds. And it will be better than anything else you can imagine. If you're going to try, go all the way. There is no other feeling like that. You will be alone with the gods, and the nights will flame with fire. You will ride life straight to perfect laughter. It's the only good fight there is.”
This is a tricky situation. I would like to do it, but corporate bureaucracy and the huge turnaround time it creates make it very tough. Investing in a music event series or a music festival can really broaden a brand's customer base, for sure. It’s a far better investment than influencer marketing for a brand in the long term. But whenever I’ve tried, it’s involved a lot of meetings where no one in the company seems able to make a decision. One time, the meetings were progressing so slowly that our point of contact in the company quit and joined another firm.
I’m someone who likes to make things happen, so waiting around for a mythical sponsor who may or may not come on board is a painful process. But I’m still waiting for that dream scenario. Hope still prevails.
You can visit his website here: Heartlandxp.com
Author Bio
Anoop Abraham is the Director of Dhanam Business Media and the founder of the personal growth blog: The Soul Jam, which is all about practical tips to live better. He is also a music lover and a singer-song writer. You can connect with him on Instagram.
