MBW’s World’s Best Managers sequence profiles the very best artist managers within the international enterprise. Dugi Lipa is the supervisor (and father) of worldwide pop phenomenon Dua Lipa. Right here he discusses his personal extraordinary story in addition to the challenges of administration within the fashionable music trade and way more. World’s Best Managers is supported by Centtrip, a specialist in clever treasury, funds and overseas change – created with the music trade and its wants in thoughts.
In one other world, this text would have fun the exact dental work of Dr. Dukagjin Lipa, a revered Kosovo-born practitioner. However life – and music – had different plans.
On this world? Dugi Lipa is finest often called the daddy and supervisor of worldwide pop phenomenon Dua Lipa – although that sells his story dramatically brief.
Dugi grew up in Prishtina, Kosovo, the place as a 15-year-old he shaped a band that might obtain No.1 standing in his residence nation.
Regardless of musical expertise (he was skilled on violin earlier than leaping to the guitar) Lipa was directed into dentistry, which he studied till battle within the former Yugoslavia modified every thing.
Arriving in London along with his then-girlfriend (now spouse) within the early Nineties, Lipa fell immediately in love with the British capital. “I felt like I belonged from the very first second I stepped foot in London,” he remembers. “London was not a typical vacation spot for Albanians from Yugoslavia or Kosovo – however it was positively a spot for individuals who have been in love with music and the humanities.”
“I consider we get secretly skilled in life, unknowingly, for what we’re destined to do.”
Whereas ready for the battle to finish, Lipa started working in bars for promoter Imply Fiddler.
In the meantime, he reconnected with fellow Kosovo musicians dwelling in London (together with an English keyboard participant), and shaped a brand new band, ODA. Their self-produced album – recorded in a bed room studio and initially pressed in a run of 1,000 CDs – ultimately offered round 20,000 copies worldwide.
“That’s the place I discovered my love for managing artists,” Lipa says of this formative interval. “I used to be doing the reserving, the organizing, the distribution, negotiating the offers.”
He provides: “I consider we get secretly skilled in life, unknowingly, for what we’re destined to do.”
Having pursued a advertising schooling whereas growing his artistic expertise, Lipa later returned to Kosovo along with his household, the place he was a part of constructing a profitable telecoms enterprise that was acquired by Slovenian Telecom.
With some cash in his again pocket, he subsequently based a advertising company that also operates – as Republika Communications – with Dua as its star consumer.
Dugi formally grew to become Dua’s full-time supervisor following her departure from TaP Administration in 2022.
He has since been navigating, contracting and arranging landmark moments in her profession, together with releasing her acclaimed third album Radical Optimism (a UK No.1), plus opening final 12 months’s Grammys and BRIT awards, and a shocking Glastonbury 2024 headlining set (which was livestreamed worldwide – a primary – following a pioneering settlement between Dugi, Warner Music, and the BBC).
Dugi additionally served as government producer on Dua’s landmark Royal Albert Corridor present in October, full with a 54-piece orchestra and 14-piece choir. That present, co-produced by Fullwell73 and Lipa’s Radical22, was broadcast worldwide and featured a uncommon visitor efficiency from Sir Elton John.
In 2025, Dua Lipa is taking over a worldwide sold-out tour together with home stadium reveals – two nights at Wembley, two at Liverpool’s Anfield, and one in Dublin. Her worldwide jaunt began in Singapore in November 2024 and can doubtless conclude in South America in December.
All this, plus a number of Grammys and BRITs, and a jaw-dropping 48 billion-plus streams so far.
Right here, MBW speaks with Dugi Lipa about his journey from dentistry scholar to music supervisor, his views on publishing rights, and why the British music trade must rediscover its confidence…
When did music first change into essential in your life?
My mother and father have been very a lot into music, however weren’t related to the music world in any respect. My dad was head of the Historic Institute of Kosovo, a tutorial, and my mother was a trainer.
As a young person, I shaped a band with my associates. We had a No.1 hit in Kosovo, which nonetheless appears ridiculous! We have been a band of 15-year-old guys practising in my storage – none of us aspired to make a dwelling out of it.
“the battle began so I went to spend a couple of weeks in london. Right here we’re, 34 years later.”
I went on to review dentistry, which was fairly typical at the moment in ex-Yugoslavia. You’d research to be a health care provider, a dentist, a lawyer, an architect, or an accountant.
I moved to Sarajevo to review due to the political scenario altering in Kosovo and the College in Albanian language being banned by the Serbian regime [as the threat of conflict loomed in the early 1990s]. Then the battle began. I had some associates in London, and so they invited me to return and spend a couple of weeks with them. No one thought the battle was going to proceed and outline our lives.
With my then-girlfriend, now spouse, Anesa, we got here to London to spend a few months. And right here we’re, 34 years later.
After arriving in London you began working in bars for Imply Fiddler, placing up a friendship with legendary stay music mogul Vince Energy…
Sure. I labored behind the bar at CUBE Bar in Swiss Cottage, after which later at Bartok, Camden, in addition to Jazz Café, The Kentish City Discussion board, Level 101 – quite a lot of them. It was one thing to do whereas ready for the battle to finish.
Vince used to return to CUBE Bar as a result of it was the brand new stylish place within the Imply Fiddler [portfolio]. He felt snug speaking to me about issues, and I discovered it simple to speak to him. – not everybody did! Each time we have been there, we’d have conversations about music and festivals, advertising and inventive instructions. We had nice conversations about music, festivals and the way [Mean Fiddler] have been selling them. I usually assume fondly of him, God relaxation his soul.
“That’s once I began pondering possibly I wasn’t lower out to be a dentist in any case…”
Vince persuaded me I had one thing artistic to supply and helped me enroll in college to review advertising and communications, with the concept that I’d come again and work within the advertising division at Imply Fiddler. However whereas I used to be taking the programs, Imply Fiddler was offered.
On the identical time, I’d began serving to out on the advertising aspect for Studying Pageant, which was comparatively small in comparison with
what it’s at present. I beloved it, and it gave me the bug for [the combination of] advertising and music.
That’s once I began pondering possibly I wasn’t lower out to be a dentist in any case…
After your time with Imply Fiddler, you moved into the world of promoting and promoting, changing into a profitable Artistic Director. How did that profession change come about?
Whereas learning, I labored in nightclubs and in addition offered cable web door-to-door. It taught me lots about individuals, gross sales and negotiation – discovering a technique to speak to individuals successfully is an important ability that has helped me within the music trade to at the present time.
After finishing my advertising diploma – and Imply Fiddler being offered – I had no need to return to working within the bars. That’s once I arrange my very own small advertising consultancy.
Within the early 2000s I landed a contract working with an affiliation of specialised British Airways companions that have been opening routes to Tirana in Albania, Prishtina in Kosovo, Zagreb in Croatia, Ljubljana in Slovenia, Hungary, the Czech Republic, and all through Jap Europe.
I created a marketing campaign – the tagline was ‘Dwelling Is Nearer Than You Suppose’ – that not solely excited the consumer but in addition resonated with immigrant communities. British Airways and their companions favored it and needed to make use of the artistic [IP] outright, however that’s the place I noticed a chance.
As an alternative of promoting, I requested to be employed as a contract Artistic Director: ‘I’ll provide the marketing campaign, however I need to run it.’ After that, I began working as a contract Artistic Director with totally different promoting businesses in London. When you’ll be able to say, ‘I created a marketing campaign for British Airways,’ it opens quite a lot of doorways.
No matter occurred to your individual musical aspirations?
After I arrived in London, I met sure individuals from totally different bands again residence who’d moved right here. We discovered one another and began enjoying collectively, after we weren’t working in bars. [Dugi was the frontman and songwriter.]
For enjoyable, we began doing a little native gigs and earlier than you knew it, we arrange a bed room studio after which had an album in our arms [performing as the band ODA]. We recorded it with zero industrial expectations. However individuals began to love it, and we offered many copies at each gig.
I ended up ordering 1,000 CDs, delivered to my flat in Swiss Cottage. They took up half the flat, and I believed, ‘What have I executed? I’m by no means going to eliminate these!’ However we offered these, after which we offered extra. We ended up promoting about 20,000 copies everywhere in the world – in Kosovo, Albania, America, Australia, throughout Europe, wherever Albanians have been dwelling after leaving [their homeland]. That’s the place I discovered my love for managing artists. I used to be doing the reserving, the organizing, the distribution, and negotiating the offers.
Through the Nineties, I found that our music had change into large; we had change into a cult band. Later, once I returned to Kosovo within the mid-noughties, the reunion noticed us recurrently enjoying to 1000’s of individuals.
My final declare to fame is that we performed the Montreux Jazz Pageant. I consider it was one thing to do with the timing and Kosovo’s sturdy exit from the battle. I nonetheless do not know why we have been invited – I assume they’d an ODA fan working for them! – however I’m pleased to inform anybody that we did it.
What led you to return to Kosovo from London?
Just a few years after my father handed away, I had to return to Kosovo to kind a couple of issues out.
Some associates again residence have been beginning an web firm and had been asking me to hitch their workforce for years, so I did – as Artistic Director and Advertising and marketing Head.
We grew to become the market chief, then partnered with Slovenian Telecom to create the primary privately-owned telco in Kosovo. Six months later, they purchased us out.
“I wasn’t constructed for company life; I couldn’t deal with sending countless emails to individuals sitting proper subsequent to me.”
After that, I shortly realized I wasn’t constructed for company life; I couldn’t deal with sending countless emails to individuals sitting proper subsequent to me. So in 2008, I began my very own advertising company – simply me, my spouse, and a designer. The telco firm grew to become our first large consumer, and shortly we grew to deal with all the most important manufacturers and purchasers within the area.
That company nonetheless exists at present, now counting over 50 workers members. We do every thing for Dua in addition to different main worldwide manufacturers.
At what level in your life does Dua enter the image together with her personal musical ambitions?
Dua was 11 after we moved again to Kosovo in 2006. She at all times beloved efficiency and music, and I beloved taking her with me all over the place I carried out with the band. And she or he didn’t thoughts staying up late with me on the street! It was nice; we form of ‘grew up’ collectively in a method.
In 2010, our youngsters wanted to return to the UK for GCSEs and A-levels, so Anesa and the youngsters returned to London. Every month I did two weeks in London, two weeks in Prishtina, and through holidays, we’d all be collectively. Then, at 14 or 15, Dua got here to us and stated, ‘I need to do music, full-time.’
Folks ask me, ‘Dugi, she was 14, 15 – what have been you pondering saying sure to this child?’ However they don’t perceive; she was at all times very mature for her age, very decided, had a God-given expertise and her ardour was as tangible as it will probably get.
With all my children, I by no means handled them like infants. We’d have severe conversations about life and the longer term, even once they have been youngsters. Children are a lot smarter, and way more resilient, than many mother and father assume.
I perceive there was an early alternative with an X Issue advert that would have led Dua down a really totally different path?
Sure; you’ll be able to nonetheless discover that advert on YouTube.
Dua was about 16, she was a part of Sylvia Younger Theatre College in London and their ‘Highlight’ company, which did auditions for TV commercials, performs, musicals and so forth. She bought an audition for what turned out to be a promo advert for X Issue [released in 2013].
The ultimate stage of the audition required her to file a tune – a Sister Sledge cowl [Lost In Music]. When she went to file, there have been casting brokers who stated, ‘Oh, I like this lady’s fashion.’ Then when the recording got here out, they stated, ‘I like her voice too!’
In Dua, it appeared like they’d discovered somebody with each the look and the sound. Then a gentleman from the music enterprise who I received’t title – he’s a really gifted particular person and an excellent skilled – provided a [production] deal to a 16-year-old Dua.
Dua directed that call to me. She stated, ‘I might like to do it however it’s a must to speak to my dad.’
That is the place our belief and understanding is available in; she discovered safety and belief in me. I appeared over the contract, had a gathering with him over Skype, and refused the deal. Anybody who had just a bit bit of information or expertise about contracts would by no means have signed it both.
“There have been a couple of tears on the time however it was positively a choice that needed to be made.”
There have been a couple of tears on the time however it was positively a choice that needed to be made. And after that, others within the music trade shortly grew to become fascinated about Dua Lipa.
Take a look at all these TV documentaries popping out now about boy bands. All of them simply signed the very first thing they put in entrance of them, and so they now all remorse it. It was an early lesson for Dua and me about how the music trade can function at its worst.
There’s an outdated adage within the music biz: ‘By no means work with youngsters, animals… or artists who’re managed by their household!’ What’s your perspective?
I agree and strongly disagree on the identical time.
Younger individuals don’t select to be touched by God-given expertise for writing songs, singing, performing. On the identical time, their mums, dads, brothers, sisters may be well-equipped to assist them… or they are often fully unequipped.
It’s very pure for many who aren’t geared up to say, ‘Darling, I can help you privately, emotionally. When you have an issue, I’m right here, however I can not aid you professionally.’
However there’s additionally this different aspect, the place a mother or father, a brother or a sister is geared up to assist professionally, due to what they’ve executed, seen and achieved in life. [Before becoming Dua’s official manager], I had handled main negotiations, promoting companies, creating companies, managing individuals, and managing contractors, subcontractors, and companions – I had all of the expertise wanted to professionally signify my daughter.
“I’d argue there isn’t any higher situation for an artist than to be represented by any individual whose total focus in life has at all times been on them.”
I’d argue there isn’t any higher situation for an artist than to be represented by any individual whose total focus in life has at all times been on them – a mother, dad, sister or brother – however who can be professionally geared up to do it. That mixture is a blessing.
On the identical time, if you happen to’re [a family member] who’s not geared up however needs to handle them anyway, I can see how that may very well be damaging.
What’s totally different in regards to the artist-parent supervisor relationship in comparison with a standard administration relationship?
Individuals who work on the opposite aspect of the negotiating desk usually object to mother or father managers. Your pure intuition to supply to your youngsters is usually totally different from their intuition, which could be very business-oriented.
In my case, with Dua, it’s not primarily in regards to the cash, it’s in regards to the future; what I can do for Dua, what I can present, what safety I may give her. One thing I might do for any artist I signify.
In 2024 you introduced a historic second: Dua ‘RE-ACQUIRED’ HER PUBLISHING RIGHTS from the pubco of her former administration firm, TaP. I’m guessing you dedicated quite a lot of time, cash, and experience to strike that deal. Why?
It’s essential for artists to retain their concepts, creativity, and IP – it’s their wealth. That’s one thing that belongs to the artist; it doesn’t belong to anybody else.
Personally, I might make it regulation tomorrow that you just can not personal any individual’s concepts, creativity, expertise, publishing rights. You’ll be able to signify them, administer them, however possession of the songs they write would solely go to the one that created them. It’s their financial savings, their future. [Dugi is obviously referencing publishers taking ownership of a songwriter’s ‘future’ rights – not writers choosing to sell their catalogs years after creating them.]
“This second was actually about one thing we’ve already mentioned: household.”
After two years of heavy negotiations, I managed to get the publishing rights again which, as you say, was publicly reported.
Other than creating this attention-grabbing, historic second – one thing that doesn’t occur fairly often – this second was actually about one thing we’ve already mentioned: household.
My curiosity is solely about what’s proper for the artist… who additionally occurs to be my daughter. However I might combat for each artist simply the identical as I do for Dua.
Dua’s skilled relationship with TaP ended abruptly in 2022. Why?
I can’t touch upon that apart from to say that from February 18, 2022, I absolutely took over the administration and supervisor’s position.
Do you remorse the unique publishing deal that was executed with TaP?
My first step after the change was to ‘clear’ the home. Going via all of her contracts – with numerous events – was precedence No.1, [including] the publishing rights.
“The publishing and every thing else that was owed to the artist needed to come again. And that’s precisely what I did.”
The publishing and every thing else that was owed to the artist needed to come again. And that’s precisely what I did. That represents my ideas on the matter. Past that, there’s no level having regrets. It was executed the way in which it was, and I can not remark particularly any greater than that.
On the finish of the day, it had a contented ending for us.
Folks generally overlook Dua as a songwriter as a result of they’re specializing in her as a performer. Are you able to discuss her songwriting talents?
It’s too simple for individuals to place feminine pop stars in that outdated method: ‘She simply performs, different individuals do the writing.’
However it’s a must to be within the room to see how gifted Dua is, how she interacts with different songwriters and colleagues, how she expresses herself, how she contributes to the artistic moments. As I’ve stated, it’s a God-given expertise that she works extraordinarily laborious to consistently nourish.
She works with wonderful songwriters, however she is a very powerful a part of the writing on each tune.
How do you assemble an enduring pop profession for an artist who initially grew to become identified to a teen viewers, particularly as that teen viewers grows up and what they is likely to be searching for in an ‘idol’ evolves?
Easy reply: You retain on writing and releasing nice songs. And you retain stunning individuals.
In the end, that comes from Dua: the flexibility to assume ahead, experiment together with her expertise, to be a trendsetter fairly than a follower, all whereas creating nice songs. That’s the ‘system’ – the magic.
Having re-acquired her publishing rights, you signed a landmark international admin cope with Warner Chappell. This implies Dua’s publishing and recordings are each represented by Warner Music Group. Does that make a distinction?
It is a landmark publishing deal – I consider it’s the most effective in historical past!
Having every thing beneath one roof at Warner positively expedites quite a lot of decision-making. It additionally helps get Dua’s music into totally different areas via joint groups. They share the identical incentive to push every thing collectively towards the identical objective – the data, the publishing, the streaming, the sync. It’s working for us.
I additionally related nicely with Man Moot at Warner Chappell. What I notably like about Man is that he’s an actual particular person – like your good friend on the bar! You’ll be able to discuss soccer, music, historical past, in addition to enterprise.
Being in a managerial place, you don’t need to simply do a deal and by no means see somebody once more. You need to meet these individuals, spend time with them, and benefit from the ‘wins’ collectively.
What’s your relationship like with the Warner workforce now, notably within the post-Max Lousada period?
When Max Lousada was at Warner, he was my ally, my soundboard. I’m not too proud to ask for recommendation, and Max provided it with an abundance of information and expertise, for which I’ll at all times be grateful.
Max is now not at Warner, however our scenario [with WMG] hasn’t modified. We’re nonetheless very pleased with Warner; we have now many associates there. They’re very invested in our relationship, which I worth and respect.
Robert Kyncl [Warner Music Group CEO] is comparatively ‘new’ to the Warner scene. However he’s very valued within the trade as
knowledgeable who is aware of what he’s doing, having run large corporations earlier than. He’s from Jap Europe, so we have now that connection as nicely.
When the change occurred, Warner was very respectful towards my relationship with Max. I had a number of conferences with Robert and the remainder of the Warner workforce. Similar to with each enterprise, the music enterprise goes via change. That is now a brand new method of doing enterprise, and thus far, so good. I really feel that Robert is doing an awesome job; I like him.
I’d additionally like to say Joe Kentish [President of Warner Data UK, who initially signed Dua, pictured]. Joe has been instrumental for us in A&R and extra.
In these early years after we have been pondering, ‘Okay, we’ve bought one thing right here – who will we flip to for manufacturing, what are our choices’, Joe was the man.
I noticed a YouTube factor not too long ago [from rock music ‘influencer’ Rick Beato] the place a clip of Joe was taken out of context and criticised [as evidence that record labels don’t deserve their rewards from artist deals].
Satirically what Joe was really saying in that clip – that probably the most profitable artists at present have an ‘additional’ willpower inside them to succeed – is 100% the reality. How way more file labels add to that could be a greater dialog, and is determined by every artist’s scenario.
Joe’s true calling is A&R, and he’s sensible at it. He’s one of many stars of at present’s music trade.
You’ve not too long ago introduced stadium reveals for Dua. What’s it like to take a look at how far issues have come vs. that teenage lady staying up late to journey to reveals with you in Kosovo ?
I’m positive it’s the identical for individuals in related conditions – we [at Radical Management] stay in our personal microcosm. We get up within the morning, come to work, do our emails, calls, our strategic conferences – simply the each day factor. You by no means actually cease to consider the magnitude of what you’re doing. However each from time to time, you get an opportunity to step again and say, ‘What the f*ck?!’
Like Studio 2054 [Dua’s zeitgeist-grabbing livestreamed show] through the pandemic. Everyone was saying, ‘The world goes to shit, what are we going to do?’ We got here up with one thing that the entire world watched.
Then Dua headlined Glastonbury, my favorite pageant on this planet. By means of my eyes, in that crowd, it felt like that complete present lasted three minutes! It was a dream come true.
These are the moments whenever you scratch your head, have a drink, and may say just one factor: ‘Wow.’
It wouldn’t be potential with out my workforce at Radical Administration. I’m surrounded by nice individuals and I give them quite a lot of authority. I worth their opinions, and I take their recommendation very severely, that’s why they’re right here, and I’d wish to say an enormous thanks to all of them.
With the emergence of AI in music creation, what are your ideas on defending artists’ rights?
I agree that it’s foolish to counsel that AI can change the human connection between an artist and their followers. You’ll be able to mimic the construction of an artist’s work, however you can not mimic its soul.
Nonetheless, songwriters are an enormous a part of these success tales, and so they don’t have a recognizable ‘face’ to the surface world like artists do. [Generative AI companies] taking their work with out authorization, with out asking, is morally improper.
“I fear in regards to the UK [government] embracing AI corporations over and above the principles of copyright.”
It’s like saying [to a large AI] tech firm, ‘Is it okay if I simply take your code and replica it? Why don’t you make it open-source so we will all make our personal variations?’ Everyone knows why!
I fear in regards to the UK [government] embracing AI corporations over and above the principles of copyright, and their very own songwriters. The UK trade is the primary one to combat this combat and we should shield the artwork; this may harm up-and-coming artists probably the most whether it is left unchecked.
For years, from abroad, I used to be amazed on the music that Britain produced and the way it touched individuals everywhere in the world. For the UK authorities to dismiss the worth of that might be an enormous mistake.
You’ve stated your self that the UK trade has misplaced some energy relating to exporting superstars within the post-Dua period. Do you could have any optimism that may change?
The UK trade goes via ups and downs identical to every thing else. I feel file corporations, particularly within the UK, are as soon as once more beginning to seek for and discover attention-grabbing artists who may develop into one thing wonderful. They’re searching for gifted individuals who present slightly spark, versus simply chasing algorithms.
Labels would possibly be capable to discover some expertise on social media platforms, however are these artists going to be the real article? Will they sooner or later be capable to fill a room with followers, or are they only having a second the place individuals hit the ‘Like’ button and transfer on.
The UK music trade has at all times been a worldwide chief find expertise, growing it, committing to it, and breaking
it internationally: The Beatles, Rolling Stones, Elton, Adele, Dua and lots of many others. I’m pleased to see these rules returning.
