MBW’s World’s Best Managers collection profiles the perfect artist managers within the international enterprise. Dugi Lipa is the supervisor (and father) of world 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 far more. World’s Best Managers is supported by Centtrip, a specialist in clever treasury, funds and overseas change – created with the music business 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 world 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 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 part.
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 – nevertheless it was positively a spot for individuals who had been in love with music and the humanities.”
“I imagine we get secretly skilled in life, unknowingly, for what we’re destined to do.”
Whereas ready for the conflict 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 – finally 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 imagine we get secretly skilled in life, unknowingly, for what we’re destined to do.”
Having pursued a advertising and marketing training whereas creating his artistic 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 turned 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 yr’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 worldwide sold-out tour together with home stadium exhibits – two nights at Wembley, two at Liverpool’s Anfield, and one in Dublin. Her worldwide jaunt began in Singapore in November 2024 and can seemingly conclude in South America in December.
All this, plus a number of Grammys and BRITs, and a jaw-dropping 48 billion-plus streams thus 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 business must rediscover its confidence…
When did music first grow to be vital in your life?
My dad and mom had 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 instructional, 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 had been a band of 15-year-old guys practising in my storage – none of us aspired to make a residing out of it.
“the conflict 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’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 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 conflict began. I had some associates in London, they usually invited me to return and spend a couple of weeks with them. No one thought the conflict 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, putting 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 – a number of them. It was one thing to do whereas ready for the conflict 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 straightforward to speak to him. – not everybody did! Each time we had been there, we might have conversations about music and festivals, advertising and marketing and artistic instructions. We had nice conversations about music, festivals and the way [Mean Fiddler] had been selling them. I typically suppose fondly of him, God relaxation his soul.
“That’s once I began considering perhaps I wasn’t reduce out to be a dentist in spite of everything…”
Vince persuaded me I had one thing artistic to supply and helped me enroll in college to review advertising and marketing and communications, with the concept that 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 similar time, I’d began serving to out on the advertising and marketing facet for Studying Pageant, which was comparatively small in comparison with
what it’s immediately. I liked it, and it gave me the bug for [the combination of] advertising and marketing and music.
That’s once I began considering perhaps I wasn’t reduce out to be a dentist in spite of everything…
After your time with Imply Fiddler, you moved into the world of selling and promoting, changing into a profitable Inventive Director. How did that profession change come about?
Whereas finding out, I labored in nightclubs and likewise offered cable web door-to-door. It taught me rather a lot about folks, gross sales and negotiation – discovering a approach to speak to folks successfully is a vital 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 want to return to working within the bars. That’s once 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 had 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 ‘Residence Is Nearer Than You Suppose’ – that not solely excited the shopper but additionally 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 a substitute of promoting, I requested to be employed as a contract Inventive Director: ‘I’ll provide the marketing campaign, however I wish to run it.’ After that, I began working as a contract Inventive Director with totally different promoting companies in London. When you possibly can say, ‘I created a marketing campaign for British Airways,’ it opens a number of doorways.
No matter occurred to your personal musical aspirations?
After I arrived in London, I met sure folks from totally different bands again residence 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 doing a little native gigs and earlier than you knew it, we arrange a bed room studio after which had an album in our palms [performing as the band ODA]. We recorded it with zero industrial expectations. However folks 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 assumed, ‘What have I executed? 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 all around the world – in Kosovo, Albania, America, Australia, throughout Europe, wherever Albanians had 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.
In the course of the Nineties, I found that our music had grow to be enormous; we had grow to be a cult band. Later, once I returned to Kosovo within the mid-noughties, the reunion noticed us often taking part in to 1000’s of individuals.
My final declare to fame is that we performed the Montreux Jazz Pageant. I imagine it was one thing to do with the timing and Kosovo’s robust exit from the battle. I nonetheless do not know why we had been invited – I suppose they’d an ODA fan working for them! – however I’m completely satisfied to inform anybody that we did it.
What led you to return to Kosovo from London?
A number of years after my father handed away, I had to return to Kosovo to kind a couple of issues out.
Some associates again residence had been beginning an web firm and had been asking me to affix their group for years, so I did – as Inventive Director and Advertising Head.
We turned 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 folks sitting proper subsequent to me.”
After that, I rapidly realized I wasn’t constructed for company life; I couldn’t deal with sending countless emails to folks 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 turned our first large shopper, and shortly we grew to deal with all the main manufacturers and shoppers within the area.
That company nonetheless exists immediately, now counting over 50 employees members. We do every part 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 once we moved again to Kosovo in 2006. She at all times liked efficiency and music, and I liked taking her with me in every single 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 manner.
In 2010, our children 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 might all be collectively. Then, at 14 or 15, Dua got here to us and stated, ‘I wish to do music, full-time.’
Folks ask me, ‘Dugi, she was 14, 15 – what had been you considering 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 children, I by no means handled them like infants. We might have severe conversations about life and the long run, even once they had been youngsters. Children are a lot smarter, and far 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 totally different path?
Sure; you possibly can 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 on. She received 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 report a tune – a Sister Sledge cowl [Lost In Music]. When she went to report, 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 gained’t title – he’s a really proficient individual 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 nevertheless it was positively a choice that needed to be made.”
There have been a couple of tears on the time nevertheless it was positively a choice that needed to be made. And after that, others within the music business rapidly turned enthusiastic 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, 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 previous adage within the music biz: ‘By no means work with kids, animals… or artists who’re managed by their household!’ What’s your perspective?
I agree and strongly disagree on the similar time.
Younger folks don’t select to be touched by God-given expertise for writing songs, singing, performing. On the similar time, their mums, dads, brothers, sisters may be well-equipped to assist them… or they are often utterly unequipped.
It’s very pure for individuals who aren’t outfitted to say, ‘Darling, I can assist you privately, emotionally. If in case you have an issue, I’m right here, however I can’t assist you to professionally.’
However there’s additionally this different facet, the place a dad or mum, a brother or a sister is outfitted 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 folks, and managing contractors, subcontractors, and companions – I had all of the expertise wanted to professionally signify my daughter.
“I’d argue there is no such thing as a higher state of affairs for an artist than to be represented by anyone whose total focus in life has at all times been on them.”
I’d argue there is no such thing as a higher state of affairs for an artist than to be represented by anyone whose total focus in life has at all times been on them – a mother, dad, sister or brother – however who can also be professionally outfitted to do it. That mixture is a blessing.
On the similar time, when you’re [a family member] who’s not outfitted however desires to handle them anyway, I can see how that could possibly be damaging.
What’s totally different concerning the artist-parent supervisor relationship in comparison with a standard administration relationship?
Individuals who work on the opposite facet of the negotiating desk typically object to dad or mum managers. Your pure intuition to supply on your kids is usually totally 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 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 a number 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 anyone’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 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 only 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 totally 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 varied events – was precedence No.1, [including] the publishing rights.
“The publishing and every part else that was owed to the artist needed to come again. And that’s precisely what I did.”
The publishing and every part 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’t remark particularly any greater than that.
On the finish of the day, it had a contented ending for us.
Folks typically overlook Dua as a songwriter as a result of they’re specializing in her as a performer. Are you able to speak about her songwriting talents?
It’s too straightforward for folks to place feminine pop stars in that outdated manner: ‘She simply performs, different folks do the writing.’
However it’s a must to 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 artistic moments. As I’ve stated, it’s a God-given expertise that she works extraordinarily arduous to continuously nourish.
She works with wonderful songwriters, however she is crucial a part of the writing on each tune.
How do you assemble an enduring pop profession for an artist who initially turned identified 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 folks.
In the end, that comes from Dua: the power to suppose ahead, experiment together with her expertise, to be a trendsetter slightly than a follower, all whereas creating nice songs. That’s the ‘components’ – 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 imagine it’s probably the greatest in historical past!
Having every part below one roof at Warner positively expedites a number 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 part collectively towards the identical aim – the information, the publishing, the streaming, the sync. It’s working for us.
I additionally linked effectively with Man Moot at Warner Chappell. What I significantly like about Man is that he’s an actual individual – like your buddy on the bar! You’ll be able to speak about 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 folks, spend time with them, and benefit from the ‘wins’ collectively.
What’s your relationship like with the Warner group 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 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; now we have 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 business as
an expert who is aware of what he’s doing, having run large corporations earlier than. He’s from Jap Europe, so now we have that connection as effectively.
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 group. Identical to with each enterprise, the music enterprise goes via change. That is now a brand new manner of doing enterprise, and thus far, so good. I really feel that Robert is doing an ideal 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 had been considering, ‘Okay, we’ve received one thing right here – who can 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].
Sarcastically what Joe was truly saying in that clip – that probably the most profitable artists immediately have an ‘additional’ willpower inside them to succeed – is 100% the reality. How far more report labels add to that may be a larger dialog, and relies on every artist’s scenario.
Joe’s true calling is A&R, and he’s sensible at it. He’s one of many stars of immediately’s music business.
You’ve not too long ago introduced stadium exhibits for Dua. What’s it like to have a look at how far issues have come vs. that teenage lady staying up late to journey to exhibits with you in Kosovo ?
I’m positive it’s the identical for folks 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 every 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] 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 pageant on the planet. By my eyes, in that crowd, it felt like that entire present lasted three minutes! It was a dream come true.
These are the moments while you scratch your head, have a drink, and might say just one factor: ‘Wow.’
It wouldn’t be doable with out my group at Radical Administration. I’m surrounded by nice folks and I give them a number of authority. I worth their opinions, and I take their recommendation very significantly, 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 substitute 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’t mimic its soul.
Nonetheless, 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 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 are able to all make our personal variations?’ Everyone knows why!
I fear concerning the UK [government] embracing AI corporations over and above the principles of copyright, and their very own songwriters. The UK business is the primary one to combat this combat and we should defend the artwork; this can 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 folks all around 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 relating to exporting superstars within the post-Dua period. Do you might have any optimism that may change?
The UK business goes via ups and downs identical to every part else. I believe report corporations, particularly within the UK, are as soon as once more beginning to seek for and discover fascinating artists who might develop into one thing wonderful. They’re searching for proficient individuals who present a bit of spark, versus simply chasing algorithms.
Labels may be capable to discover some expertise on social media platforms, however are these artists going to be the real article? Will they in the future be capable to fill a room with followers, or are they only having a second the place folks hit the ‘Like’ button and transfer on.
The UK music business has at all times been a worldwide chief 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 completely satisfied to see these rules returning.
