Jose Diaz an extraordinaire manager

Product and Artist Management is a class to never forget. I have the chance to make an interview to the artist manager: Jose Diaz. Jose Diaz is a very professional, successful, humble and wonderful human being. Mr. Diaz is the president of NULIFE Entertainment Company, which is located in New York. NULIFE is a production and artist management office. Jose Diaz started her career in the early 90’s with tropical music singers. He is a very important manager who works for several artists in Puerto Rico. He manages artists such as: Elvis Crespo (Grammy Award Winner / tropical artist), Victor Manuelle (Grammy Award Winner / tropical artist), N’Klabe (tropical music group) and Ivan (a pop / Mexican artist).

“A manager should know everything”, said Mr. Diaz as he has 20 years of experience in the business. A Manager should know how to be professional and understanding. Sometimes artists have many questions and the manager should be capable of explaining and give answers to those questions. We as managers represent our artist and always must be aware of any situation that involves our client. A manager should know to be professional, respectful, organized and use common sense. This Business of Artist Management, pg. 11, states that a manager is the alter ego of the artist. This book also mentions, that a manager must be an adviser, organizer, strategist, overseer, coordinator, detailer person, traveling companion, and friend.

The relationship between a manager and an artist must be a professional and a respectful one. Jose Diaz has the gift to be friend of the artists he represents. He learns to work with their necessities and preoccupations. Whatever happens in an artist career, Mr. Diaz has to be ready to solve any situation.

“A good artist is someone who wants to work and improve their career keeping good discipline always” explains Jose. The difference between a good artist and a bad one it’s the discipline. Good artists are always discipline with their work. He, as a manager, must be aware on all these details. A manager should have a “third eye” to differentiate from a bad artist to a professional one.

Mr. Diaz travels a lot with his artists. Sometimes he has to stay months in foreign countries producing shows, making promotions and organizing concerts and different events for his artists. He likes his work and he is successful at it because he knows a lot of people who are involved in this business and that is a good benefit. Mr. Diaz family is grateful and understands all the work that he has to do.

Jose enjoys very much his work. He has traveled the entire world meeting very important people in the way such as promoters, producers, music business executives, bookers, event planners, presidents, governors, among others. Mr. Diaz definitely likes what he does. He had to finish this interview because he received an important call and before he goes he says: “this is my life, this is my dream”.

In his office at Puerto Rico, where this interview took place, I noticed everybody treated him with respect. He told me, that when he started the business, he wasn’t the person that he has become today. He was a shy person with a lot of work to do. During his first job in the business was embarrassed because of his inexperience and shyness. Today, he is a powerful man who learned how to deal with his emotions. He said to me: “Jose, step by step… you need to discover the artistic ground first, then you become a respectful person in your area”.