When Tinashe takes the stage she’s not just there to show off her vocal prowess – she’s come to put on a show.
“[One] thing we’re really proud of is that she puts on a structured performance that’s choreographed, thought out and rehearsed because the dancing is such a big part of it,” Type One Management’s Mike Nazzaro told Pollstar.
“It’s not just her up there winging it or walking back and forth on stage. It’s a show. So the kids that are paying to see her, we’re trying to give them the value so they can leave the experience and go, ‘Wow, that was entertaining! For an hour I really got to see someone who has worked hard at building her craft and gave me a full show experience.’”
Nazzaro explains that the 24-year-old R&B singer is completely hands-on with every aspect of her career. In terms of the live show, he and Tinashe spend “hours upon hours” building out ideas and sitting with lighting and visual professionals.
The multi-talented performer’s resumé also includes record producer, actress and model.
Nazzaro started managing Tinashe six years ago after she made the move from the girl group The Stunners to a solo career. In 2012 she began self-releasing mixtapes, which she executive produced, having taught herself to use ProTools via YouTube.
Since signing with RCA Records and releasing her debut studio album, 2014’s Aquarius, Tinashe has continued to put out mixtapes and her next studio album, Joyride, is due out later this year.
Nazzaro talked about the process of helping Tinashe build her career step by step with a focus on longevity, growing from playing 300-seat rooms in the U.S. to touring the world.
“She’s opened for Nicki Minaj in the U.S., Katy Perry in South America, Maroon 5 in [North America],” Nazzaro said. “We built her fan base globally, which has been the plan. Every time we tour the plan is to continue to play bigger rooms and have her fan base grow with her.”
Tinashe is spending the summer recording and is looking at touring opportunities in the fall.