MBW’s World’s Best Managers collection profiles the perfect artist managers within the world 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 business and way more. World’s Best Managers is supported by Centtrip, a specialist in clever treasury, funds and international alternate – created with the music business and its wants in thoughts.
In one other world, this text would rejoice 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 quick.
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 house nation.
Regardless of musical expertise (he was educated on violin earlier than leaping to the guitar) Lipa was directed into dentistry, which he studied till battle within the former Yugoslavia modified the whole lot.
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 – but it surely was undoubtedly a spot for individuals who have been in love with music and the humanities.”
“I consider we get secretly educated in life, unknowingly, for what we’re destined to do.”
Whereas ready for the warfare to finish, Lipa started working in bars for promoter Imply Fiddler.
In the meantime, he reconnected with fellow Kosovo musicians residing 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 educated in life, unknowingly, for what we’re destined to do.”
Having pursued a advertising and marketing training whereas creating his inventive abilities, 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 and marketing company that also operates – as Republika Communications – with Dua as its star shopper.
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 govt 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 up a world 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 to this point.
Right here, MBW speaks with Dugi Lipa about his journey from dentistry pupil to music supervisor, his views on publishing rights, and why the British music business must rediscover its confidence…
When did music first develop into essential in your life?
My dad and mom have been very a lot into music, however weren’t linked to the music world in any respect. My dad was head of the Historic Institute of Kosovo, an educational, and my mother was a instructor.
As a youngster, I shaped a band with my mates. 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 residing out of it.
“the warfare began so I went to spend a number 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’ll research to be a physician, a dentist, a lawyer, an architect, or an accountant.
I moved to Sarajevo to review due to the political state of affairs 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 warfare began. I had some mates in London, they usually invited me to come back and spend a number of weeks with them. No person thought the warfare 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, hanging up a friendship with legendary dwell 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 – lots of them. It was one thing to do whereas ready for the warfare to finish.
Vince used to come back to CUBE Bar as a result of it was the brand new fashionable 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 marketing and artistic instructions. We had nice conversations about music, festivals and the way [Mean Fiddler] have been selling them. I typically suppose fondly of him, God relaxation his soul.
“That’s after I began pondering possibly I wasn’t reduce out to be a dentist in any case…”
Vince persuaded me I had one thing inventive to supply and helped me enroll in college to review advertising and marketing and communications, with the concept I’d come again and work within the advertising and marketing 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 and marketing aspect for Studying Competition, which was comparatively small in comparison with
what it’s right now. I cherished it, and it gave me the bug for [the combination of] advertising and marketing and music.
That’s after I began pondering possibly I wasn’t reduce out to be a dentist in any case…
After your time with Imply Fiddler, you moved into the world of selling and promoting, turning 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 rather a lot about individuals, gross sales and negotiation – discovering a method to discuss to individuals successfully is a necessary ability that has helped me within the music business to at the present time.
After finishing my advertising and marketing diploma – and Imply Fiddler being offered – I had no need to return to working within the bars. That’s after I arrange my very own small advertising and marketing 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 ‘House Is Nearer Than You Assume’ – that not solely excited the shopper but additionally resonated with immigrant communities. British Airways and their companions appreciated it and needed to make use of the inventive [IP] outright, however that’s the place I noticed a chance.
As a substitute of promoting, I requested to be employed as a contract Artistic Director: ‘I’ll provide the marketing campaign, however I wish to run it.’ After that, I began working as a contract Artistic Director with completely different promoting companies in London. When you may say, ‘I created a marketing campaign for British Airways,’ it opens lots of doorways.
No matter occurred to your individual musical aspirations?
After I arrived in London, I met sure individuals from completely different bands again house who’d moved right here. We discovered one another and began taking part in collectively, once we weren’t working in bars. [Dugi was the frontman and songwriter.]
For enjoyable, we began performing some 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 achieved? I’m by no means going to do away with 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 residing 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 develop into large; we had develop into a cult band. Later, after I returned to Kosovo within the mid-noughties, the reunion noticed us repeatedly taking part in to hundreds of individuals.
My final declare to fame is that we performed the Montreux Jazz Competition. I consider it was one thing to do with the timing and Kosovo’s robust exit from the battle. I nonetheless do not know why we have been invited – I suppose that they had an ODA fan working for them! – however I’m blissful to inform anybody that we did it.
What led you to return to Kosovo from London?
A couple of years after my father handed away, I had to return to Kosovo to type a number of issues out.
Some mates again house have been beginning an web firm and had been asking me to hitch their crew for years, so I did – as Artistic Director and Advertising 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 limitless 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 limitless emails to individuals sitting proper subsequent to me. So in 2008, I began my very own advertising and marketing company – simply me, my spouse, and a designer. The telco firm grew to become our first large shopper, and shortly we grew to deal with all the foremost manufacturers and purchasers within the area.
That company nonetheless exists right now, now counting over 50 employees members. We do the whole lot for Dua in addition to different main worldwide manufacturers.
At what level in your life does Dua enter the image along with her personal musical ambitions?
Dua was 11 once we moved again to Kosovo in 2006. She at all times cherished efficiency and music, and I cherished taking her with me in all places I carried out with the band. And he or she didn’t thoughts staying up late with me on the highway! It was nice; we sort of ‘grew up’ collectively in a means.
In 2010, our youngsters wanted to return to the UK for GCSEs and A-levels, so Anesa and the kids 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 wish to do music, full-time.’
Individuals 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 could get.
With all my youngsters, I by no means handled them like infants. We might have critical conversations about life and the long run, even once they have been youngsters. Youngsters are a lot smarter, and way more resilient, than many dad and mom assume.
I perceive there was an early alternative with an X Issue advert that would have led Dua down a really completely different path?
Sure; you may 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 many others. She acquired 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 music – 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 that they had discovered somebody with each the look and the sound. Then a gentleman from the music enterprise who I received’t identify – he’s a really proficient particular person and an excellent skilled – supplied a [production] deal to a 16-year-old Dua.
Dua directed that call to me. She stated, ‘I might like to do it however you must discuss to my dad.’
That is the place our belief and understanding is available in; she discovered safety and belief in me. I seemed over the contract, had a gathering with him over Skype, and refused the deal. Anybody who had just a bit bit of data or expertise about contracts would by no means have signed it both.
“There have been a number of tears on the time but it surely was undoubtedly a call that needed to be made.”
There have been a number of tears on the time but it surely was undoubtedly a call that needed to be made. And after that, others within the music business shortly grew to become occupied with 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, they usually now all remorse it. It was an early lesson for Dua and me about how the music business 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 could be well-equipped to assist them… or they are often fully unequipped.
It’s very pure for individuals who aren’t geared up to say, ‘Darling, I can assist you privately, emotionally. You probably have an issue, I’m right here, however I can’t enable you to professionally.’
However there’s additionally this different aspect, the place a guardian, a brother or a sister is geared up to assist professionally, due to what they’ve achieved, 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 someone whose complete 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 someone whose complete 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, should you’re [a family member] who’s not geared up however desires to handle them anyway, I can see how that could possibly be damaging.
What’s completely different concerning the artist-parent supervisor relationship in comparison with a conventional administration relationship?
Individuals who work on the opposite aspect of the negotiating desk typically object to guardian managers. Your pure intuition to offer to your youngsters is commonly completely different from their intuition, which may be very business-oriented.
In my case, with Dua, it’s not primarily concerning the cash, it’s concerning the future; what I can do for Dua, what I can present, what safety I can provide 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 lots 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 legislation tomorrow that you simply can’t personal someone’s concepts, creativity, expertise, publishing rights. You may signify them, administer them, however possession of the songs they write would solely go to the one who 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.
Aside from creating this fascinating, 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 struggle 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 aside from to say that from February 18, 2022, I absolutely took over the administration and supervisor’s function.
Do you remorse the unique publishing deal that was achieved with TaP?
My first step after the change was to ‘clear’ the home. Going by means of all of her contracts – with varied events – was precedence No.1, [including] the publishing rights.
“The publishing and the whole lot else that was owed to the artist needed to come again. And that’s precisely what I did.”
The publishing and the whole lot 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 achieved the way in which it was, and I can’t remark particularly any greater than that.
On the finish of the day, it had a cheerful ending for us.
Individuals 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 skills?
It’s too simple for individuals to place feminine pop stars in that outdated means: ‘She simply performs, different individuals do the writing.’
However you must be within the room to see how proficient Dua is, how she interacts with different songwriters and colleagues, how she expresses herself, how she contributes to the inventive moments. As I’ve stated, it’s a God-given expertise that she works extraordinarily exhausting to continually nourish.
She works with superb songwriters, however she is an important a part of the writing on each music.
How do you assemble an enduring pop profession for an artist who initially grew to become recognized to a teen viewers, particularly as that teen viewers grows up and what they may be searching for in an ‘idol’ evolves?
Easy reply: You retain on writing and releasing nice songs. And you retain shocking individuals.
Finally, that comes from Dua: the flexibility to suppose ahead, experiment along with her expertise, to be a trendsetter moderately than a follower, all whereas creating nice songs. That’s the ‘components’ – the magic.
Having re-acquired her publishing rights, you signed a landmark world admin take care of 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 the whole lot beneath one roof at Warner undoubtedly expedites lots of decision-making. It additionally helps get Dua’s music into completely different areas by means of joint groups. They share the identical incentive to push the whole lot collectively towards the identical purpose – the data, the publishing, the streaming, the sync. It’s working for us.
I additionally linked properly with Man Moot at Warner Chappell. What I significantly like about Man is that he’s an actual particular person – like your good friend on the bar! You may discuss soccer, music, historical past, in addition to enterprise.
Being in a managerial place, you don’t wish to simply do a deal and by no means see somebody once more. You wish to meet these individuals, spend time with them, and benefit from the ‘wins’ collectively.
What’s your relationship like with the Warner crew now, significantly 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 supplied it with an abundance of data and expertise, for which I’ll at all times be grateful.
Max is not at Warner, however our state of affairs [with WMG] hasn’t modified. We’re nonetheless very pleased with Warner; we’ve got many mates 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 business as
knowledgeable who is aware of what he’s doing, having run large firms earlier than. He’s from Jap Europe, so we’ve got that connection as properly.
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 crew. Similar to with each enterprise, the music enterprise goes by means of change. That is now a brand new means of doing enterprise, and to this point, 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 once we have been pondering, ‘Okay, we’ve acquired 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 truly saying in that clip – that essentially the most profitable artists right now 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 depends upon every artist’s state of affairs.
Joe’s true calling is A&R, and he’s sensible at it. He’s one of many stars of right now’s music business.
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 comparable conditions – we [at Radical Management] dwell in our personal microcosm. We get up within the morning, come to work, do our emails, calls, our strategic conferences – simply the every day factor. You by no means actually cease to consider the magnitude of what you’re doing. However each every now and then, you get an opportunity to step again and say, ‘What the f*ck?!’
Like Studio 2054 [Dua’s zeitgeist-grabbing livestreamed show] throughout the pandemic. All people 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 competition on the 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 if you scratch your head, have a drink, and might say just one factor: ‘Wow.’
It wouldn’t be attainable with out my crew at Radical Administration. I’m surrounded by nice individuals and I give them lots of authority. I worth their opinions, and I take their recommendation very significantly, that’s why they’re right here, and I’d prefer 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 exchange the human connection between an artist and their followers. You may mimic the construction of an artist’s work, however you can’t mimic its soul.
Nevertheless, songwriters are an enormous a part of these success tales, they usually don’t have a recognizable ‘face’ to the skin world like artists do. [Generative AI companies] taking their work with out authorization, with out asking, is morally fallacious.
“I fear concerning the UK [government] embracing AI firms over and above the foundations 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 concerning the UK [government] embracing AI firms over and above the foundations of copyright, and their very own songwriters. The UK business is the primary one to struggle this struggle and we should shield the artwork; it will damage up-and-coming artists essentially 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 business has misplaced some energy in relation to exporting superstars within the post-Dua period. Do you may have any optimism that may change?
The UK business goes by means of ups and downs similar to the whole lot else. I believe file firms, particularly within the UK, are as soon as once more beginning to seek for and discover fascinating artists who may develop into one thing superb. They’re searching for proficient individuals who present somewhat spark, versus simply chasing algorithms.
Labels may have the ability to discover some expertise on social media platforms, however are these artists going to be the real article? Will they someday have the ability to fill a room with followers, or are they simply having a second the place individuals hit the ‘Like’ button and transfer on.
The UK music business has at all times been a world chief to find expertise, creating it, committing to it, and breaking
it internationally: The Beatles, Rolling Stones, Elton, Adele, Dua and lots of many others. I’m blissful to see these rules returning.
