uNDER NEW MANAGEMENT

Kem Anyanwu is Founder of Kemystery Management and has been trailblazing within the entertainment and talent management industry. Anyanwu’s management works to be at the forefront of changing systems, building opportunities both local and global in the industry. She presents the Africa Calling online panel at TNB XPO with Michelle Bello, Chioma Ude and Chichi Nwoko.

What inspired you to get into talent management and focus on representation?

As a Black British woman, knowing that Britain is only 4% Black, I had to move to the US quite early in my career because there were more opportunities for us there. I progressed through time, I was doing in-house event photography at CAA, so became friends with a lot of the agents.

After Covid I ended up moving on my own but spending a lot of time with the Lit department, so I was learning about representation in different areas, from writers, directors, show runners… I realised it was [preparing] me to launch and do what I ended up doing. I realised there was a need particularly in Africa, and ended up organically finding my way to Lagos where I’ll be the first Western management agency, boots on ground, in Nigeria.

What was it like going into the world of talent management?

Being a Black British woman with a very long Nigerian name there was always apprehension, you always have to sell a bit harder, present a bit harder. But having these conversations around how I identify and present, what I learnt was to be a chameleon.

As I’ve travelled and understood the culture in America and the UK, and now learning in the Nigerian market… I’m able to connect dots, to find a way for us to navigate and thrive in spaces we’re not always invited.

Did you find that your gender and race impacted the pace at which you could expand?

Absolutely. There should be enough value in me knowing how to do my job rather than having to lean into my femininity, but I did find that I’d have inappropriate comments made. It’s just about not paying too much attention to it. Just be operating in excellence, operating in integrity, and operating in kindness, even if people are being unkind.

What do you feel that the main differences between the US, UK and Nigeria are in terms of how they represent themselves?

Instead of talking about the differences I want to highlight what we have in common. We all want the opportunity to win, we all want to share our own stories, without the dictation of the other markets. My goal is to discuss what we can do to support each other. One thing that the industry appreciates about Nollywood is that we’ve been able to produce films with very low budgets that audiences love. But let’s see more money invested here and more partnerships, so we can do more and do better. So it’s going to be an onward conversation and an onward journey but one we should take together.

What can the West learn from Pan-African cultures that will improve the way that we connect and learn from each other?

I think we need to listen. There are so many unusual stories that haven’t been told from the African diaspora. We’ve just got to have an open mind and take chances on people. Let’s hire the best person for the job and make sure we’re looking in different places to work with new production companies. My hope is that we start to take more chances on Black owned production companies where we can see all stories told.

What does the future of representation look like to you? How can we advance the way representation is conveyed within media?

I think it’s more hands on, more management and agent partnerships. I always say, ‘how can I serve you?’ and that’s not a question we ask often. When I learned to stop telling people what I needed from them and asked them how I could serve them, it changed the way I do business, and my perspective of the entertainment industry.

You can’t expect to represent a market you’re not connected to. I encourage people I meet to experience Nigeria for themselves, come to the African International Film Festival and indulge in the content, be inspired or do a coproduction with an African based production company; learn from someone who has a different opinion to you. To represent the star client we should be invested in the journey with them, protect and represent them.

I look forward to Africa being known for having the best behind the camera talent as well as their on-camera talent.

Jasmine Bernard-Brooks