How I make money from managing Azziad and Natalie Tewa – Peter Kawa
In a country where talent management is not appreciated, let alone seen as an avenue for one to earn a living, one Peter Kawa has found a way to make it work.
The celebrated actor has now opened up on how he makes his money from managing local talent.
“The biggest deal I ever locked for one of the talent I manage is Sh11 million in one deal,” the man with a gift of a gab told Nairobi News.
At the moment, Kawa, who has starred in over 100 local film productions, manages notable content creators Azziad Nasenya) and Natalie Tewa, filmmaker Pauline Kyalo and actors Peter Kamau (Selina), Millicent Kiplagat (Country Queen), Amalie Chopetta (You Again), Ruth Maingi (18 Hours) and Benson ‘Ben Tekee’ Ojuwa (Pepeta).
In a candid interview, Kawa says he has learned about talent management through online courses and studying how overseas talent labels conduct their business.
Besides the knowledge, he relies on his networking skills in the industry and the gift of a gab he poses to secure deals for his talents.
“I have been around 17 years in this game is a long-time to perfectly understand how this industry operates and with the knowledge in talent management that I have gathered over time, I have been able to exploit opportunities and make money. I am also a shrewd negotiator,”
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But how exactly does he make his money?
“There are contracts and these contract engagement varies from talent to talent. These contracts have a number of clauses which makes it flexible allowing room to maximise on any arising available opportunities,” he explains.
These clauses are what determine what he gets from each talent he represents.
“There are jobs where my talent is directly known to a client and so if one chooses to ‘lock’ (secure) that deal on their own, then I get five percent of the revenue generated from that particular business. There is also a clause where, if the talent sources for a business deal on their own but asks me to do the negotiations instead, then my take is ten percent of the deal. The last case is if I bring in a business deal for a particular talent and I do lock it then I take 30 percent,” he adds.
Even though he is still available to be cast for many film roles whenever such opportunities arise, Kawa says at the moment, he has been dedicating most of his time to the talent management business, that’s only getting sweeter with every passing day.
“At the level I’m right now, I honestly no longer fight to have me cast in roles. Sometimes if I a client approaches me for a role and I feel that I have a talent who would perfectly fit the role I second them, not unless the clients insist on having me,” Kawa says.
Also read: Azziad Nasenya’s manager narrates her journey to fame