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MBW’s World’s Greatest Managers collection profiles the most effective artist managers within the world enterprise. Here, we converse to Glass Animals supervisor Amy Morgan. World’s Greatest Managers is supported by Centtrip, a specialist in clever treasury, funds and international alternate – created with the music trade and its wants in thoughts.


In November, Glass Animals supervisor Amy Morgan, who additionally heads up September’s publishing arm, was topped Manager of the Year on the Artist & Manager Awards.

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She obtained the honour for steering the band’s vastly profitable third album marketing campaign in the course of the world COVID-19 pandemic, when their preliminary touring-heavy promo plan had to be utterly scrapped.

Instead, Morgan and the band, with inspiration from frontman Dave Bayley’s 36-page inventive bible that he began making the file with, devised a fanfocused progressive plan that encompassed 3D paintings, live-streamed occasions, syncs in FIFA 21 and Minecraft fan fiction alongside Zooms, Discord chats and Reddit hangs.

Their efforts, in addition to that of their new label dwelling at Republic and Polydor, had been richly rewarded: Dreamland is Glass Animals’ most profitable album to date, charting at No. 2 within the UK, No. 7 within the US and No. 6 in Australia.

Its pivotal single, Heat Waves, peaked at No. 5 within the UK and charted at No. 1 in Australia, Germany and Top 10 throughout Europe.

In the US, the place it hit Top 40 radio, the observe set a brand new chart file for the longest climb into the Top 10, reaching No. 10 after 42 weeks within the Top 100. The band additionally just lately obtained a 2022 Grammy nomination within the Best New Artist class.

The triumphant turnaround of a possible catastrophe would certainly end in Morgan giving herself a well-deserved pat on the again alongside her administration friends. Not a lot, she tells us, for, regardless of her 10- yr expertise in administration, she’s nonetheless fighting a dose of imposter syndrome.

“It’s quite mad to be winning the award; when I found out, I couldn’t believe it,” she tells MBUK. “For a long time, I managed Glass Animals by myself while I was still running Beggars’ publishing company so never felt like a legitimate manager because I’ve always had these other strands to my career and I was working with just one artist and felt like I was learning as I went along.

“I was always so aware of how much I didn’t know. I suppose this makes me realise I’ve come quite a long way in that period of time.”

Morgan began managing Glass Animals whereas working at Beggars Music. She’d been despatched the band’s music by Chairman Andy Heath, who had signed the group’s drummer’s dad. (Charlie Seaward, father of Glass Animal Joe, was within the acclaimed British ensemble Man Jumping.)

“When you start out, you think talent will win, but it’s not that straightforward.”

Amy Morgan

Morgan performed Glass Animals’ music and beloved it. She met the band, received on properly, and began creating them with the intention of signing a publishing deal.

The band then launched an EP by way of Kaya Kaya. Full-time managers began turning into and Morgan discovered herself feeling territorial. “I was helping them look for somebody but then was like, actually, I don’t really want to hand this over, I’m really enjoying it; we’ve got a good plan and I saw where we were going.”

She threw her hat within the ring and, fortunately, it was the second the band had been ready for.

Prior to working with Glass Animals and at Beggars, Morgan was an A&R scout at Zomba Music Publishing and then V2 Records earlier than becoming a member of Cooperative Music to do worldwide advertising and marketing and promotion.

Today, except for her administration duties, she’s centered on rising September’s publishing division, which works with Ivor-nominated Irish producer Dave Balfe, whose artist challenge goes below the moniker For Those I Love, and Toronto duo MONEYPHONE.

Glass Animals began their US tour that received scrapped last yr in August. It landed within the UK in November, with additional US, Canada and Europe dates in December and from March 2022 onwards.

Here, we chat to Morgan about classes realized throughout her profession to date, managing an album marketing campaign by way of a worldwide pandemic, artist growth and rather more in addition to…


Your early profession encompassed a number of completely different roles — what had been your largest classes realized throughout these days?

I realised that it wasn’t just about discovering gifted folks and that making expertise into one thing that’s a profession is plenty of work and each you and the artist want to have plenty of determination to do that.

There are some individuals who have that drive and determination, there are some who don’t, and you want to pay attention to that fairly early on. When you begin out, you just assume expertise will win, however it’s not that simple.

“The world moves so quickly and because music is at the forefront of culture. It moves quicker than almost anything.”

Also, I realized how a lot issues change in a short time with expertise. When I began in A&R, there was Myspace, and that was it, and now there’s TikTok and all the things else.

The world strikes so shortly and as a result of music is on the forefront of tradition. It strikes faster than nearly something.

In these early days, with streaming and piracy, all of these altering applied sciences impacted so instantly on what we had been doing and on the very grassroots finish of how artists had been making music and how music was coming into the world.

I suppose I additionally realized about navigating the trade as a younger girl. You have to discover the folks to work with who see you for who you are and realise there are all the time going to be people who find themselves patronising. You have to decide your battles and decide your allies.


You work throughout publishing and administration in the present day. How does what you do in each inform the opposite?

My publishing background means songs are all the time on the entrance of my thoughts and that positively informs the administration aspect of issues when it comes to the respect that I give a songwriter, time that we carve out for that in someone’s profession and how it’s valued.

It additionally makes you see how rather more there may be to someone’s profession for a author who can also be an artist. When you have the administration background, you are extra in a position to work alongside an artist profession and all the things that entails.

Understanding what touring is like in actuality, and the strain it places folks below and the drain on creativity, for instance, provides me an understanding of how you work with writers across the calls for of that and be extra supportive

What September and I need to be as a writer is far more than just someone who pitches songs and periods.

In this present day and age, I feel your writer ought to add worth to your workforce and be a help community for an artist, no matter whether or not you’re overstepping what a conventional writer position is or not.

The administration expertise actually permits you to do that, particularly with youthful or creating artists who’ve possibly received younger administration or no administration.

Also, I’ve carried out an terrible lot in America now so I perceive how world you want to be in all the things that you do and how you assume and I deliver that onto the publishing aspect. I’ve received no actual curiosity in solely working with folks in a single market.


With Dreamland, you had a complete plan mapped out which received utterly ruined by the pandemic. Can you discuss me by way of that time and the pondering behind the brand new technique that you created for the band?

It felt catastrophic on the time, as a result of we had been in America, in the midst of setting the challenge up, and we had to come again.

The first single was already out so it was too late to pull all the things again. Glass Animals had been, at that level, referred to as being a worldwide artist and a giant dwell artist and the 2 issues that immediately disappeared in a single day had been journey and touring.

I’d made modifications on the label aspect, we’d moved from Caroline to Polydor and Republic and that got here with expectations.

I felt like this was their largest file and I wished to have an infrastructure round them that may assist us push to the following stage. We had all these album bundles in America with tickets and there was going to be 24 months of excessive stage world touring, so it was just devastating.

But the factor that I felt decided about from a really early level, as soon as the shock had settled, was that I actually believed within the band and the file and it wasn’t going to be ok for me or for them to just put it out and hope for the most effective.

I felt like this file deserved a lot greater than that.

We had been very fortunate that they’re two albums in and the fanbase is an unimaginable bunch of individuals around the globe who’re an engaged, inventive and supportive group.

That began the brand new plan as a result of we actually thought of who these folks had been, how to have interaction them and how to make them really feel a part of the world of this file when all the regular channels had been taken away.


What had been the components behind the nice chart success that they’d globally?

Again, they have constructed a extremely robust fanbase who actually turned up.

The launch of the file was a giant a part of it and then Heat Waves has just been a complete different factor the place there’s so many various elements that have performed into the story of it.

One of the principle issues is that early on, Dave was very eager to construct part of the web site the place he made the inventive of the file obtainable to folks.

So we had an open supply web site, the stems of songs had been on there in addition to the paintings stems, and folks may make their very own stuff round it. That created this dialogue the place there was this again and forth between the band and the fan communities.

There was additionally basic encouragement from the band to take the music, play with it and construct your personal stuff from it. That resulted in a bit of fan fiction about two Minecraft YouTubers that went viral and engaged the Minecraft fan world.

“It’s been a slow burn but the one thing that is consistent is that every time the song has been given a platform, it’s connected beyond what anybody would have expected.”

At the identical time, the tune had been synced in FIFA and was extremely reactive off the again of that. From there, it just grew and received into greater playlists on Spotify and DSPs, the place the tune began reacting and over indexing. Then it went to radio and crossed Top 40 in America. Most just lately, it turned a giant TikTok observe.

It’s mad as a result of the tune has been out since June 2020 and it’s nonetheless charting. It’s nonetheless Top 10 within the UK, in America, the numbers are loopy, and it’s all throughout Europe.

It additionally spent six weeks at No.1 in Australia.

It’s been a sluggish burn however the one factor that is constant is that each time the tune has been given a platform, it’s linked past what anyone would have anticipated.

That tune and the file as a complete has themes of loss and nostalgia and wishing for issues that have been taken from you and I feel that very a lot resonated throughout what everyone’s been by way of over the last 18 months.


What position did the band’s new label setup play within the success?

They’ve been unimaginable in that what they signed up for was a giant touring act and that’s not what they received, a minimum of not till now.

They’ve been extremely inventive and engaged and I have large respect for everyone on the workforce who went above and past to work with fairly an odd challenge throughout a difficult time for everyone concerned, each personally and when it comes to working in a very completely different means they had been used to.

They had been so passionate in regards to the band and the tasks, and so decided, and that was actually spectacular. The band’s radio success within the US particularly has been amped up to one other stage; the label labored so exhausting on that.


What has this entire expertise taught you as a supervisor?

I don’t assume I’m ever going to get as pressured about small issues like I used to! I feel resilience and determination and additionally that you just have to figure it out and keep going.

This has been a really massive lesson in that in addition to tapping into your assets, creatively and personally.

“It’s tough for every manager who’s navigated artists through this who, in a lot of their minds, only really exist when they’re seeing that interaction with people and response to their work.”

It’s powerful for each supervisor who’s navigated artists by way of this who, in plenty of their minds, solely actually exist once they’re seeing that interplay with folks and response to their work.

It’s humorous as a result of we thought we’d already been by way of the worst when Joe had his accident [in 2018, drummer Joe Seaward was hospitalised with brain damage following a cycling accident] and after all in plenty of methods that was a lot worse as a result of it was scary and we had been nervous that he was not going to be the identical once more. But that made us stronger as a unit and extra resilient and I suppose this has carried out the identical.

I hope it has, anyway, both that or we’re all going to find yourself within the loony bin!


What would you change in regards to the music trade and why?

I really feel like folks want to give extra time and assets to artists initially of their careers, so as to develop themselves with out the strain that comes with the offers and all the things else.

More than ever, if an artist doesn’t know who they’re, what they need, what their tasks look and really feel like in addition to what they sound like, and have that developed to a sure stage, the trade eats them alive.

“I don’t think you can sustain a career only in the UK anymore, and a lot of the time the industry encourages you to think very much about your domestic market, because of the way labels are set up, which of course is important, but you also need to think about the world.”

There’s extra work to be carried out or extra space that wants to be given to folks with a little bit of useful resource as a result of some arrive totally shaped with this unimaginable self data however lots don’t.

A little bit of steering and useful resource will be actually useful to folks discovering these early levels of themselves and articulating that. The trade is so hungry for brand spanking new that it gobbles issues up generally.

The different factor is just pondering extra globally, in each side of the trade, as a result of we dwell in a small world now.

I don’t assume you can maintain a profession solely within the UK anymore, and plenty of the time the trade encourages you to assume very a lot about your home market, due to the way in which labels are arrange, which after all is essential, however you additionally want to take into consideration the world.

I don’t just imply within the touring sense, but additionally culturally, how you assume, how you launch music and how you talk that. Travel comes alongside that and you additionally have to figure out a means of attempting to be environmentally and local weather accountable. That’s the following problem, which I haven’t in any means begun to grasp.


What recommendation would you give to somebody beginning out in administration in the present day?

Make certain you’ve received folks to whom you can ask questions.

You have to all the time know what you don’t know. For me, asking folks I actually trusted plenty of questions meant I may develop with the band as they grew fairly quickly, particularly at a time the place if you make errors, there’s some huge cash at stake.

Often, pleasure stops folks from asking for assist however finally, in case your artist is doing very well, fairly shortly, you want to give you the chance to plug the gaps in your data in any other case you’re not doing your self or, extra importantly, them, any form of service.


A specialist in clever treasury, funds and international alternate, Centtrip works with over 500 world artists serving to them and their crew maximise their earnings and cut back touring prices with its award-winning multi-currency card and market-leading alternate charges. Centtrip additionally provides file labels, promoters, assortment societies and publishers a cheaper means to ship funds throughout the globe.Music Business Worldwide



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