US Manager · V-pop · Vietnam
US manager for V-pop artists. V-pop management in America, next to the label at home.
In short: a US manager for V-pop artists runs the American side of a career for a Vietnamese pop artist, next to the artist's label at home. For a label in Vietnam, the US is a different system: separate roles, English-language radio, and an industry that works while Hanoi and Ho Chi Minh City sleep. A US manager closes that gap by being on the ground in America every day, so the label keeps its artist and gains a partner in the US. EG Management is a US management company for international artists, in particular Asian and Korean artists, founded by Eshy Gazit, US managing partner for BTS from 2016 to 2018, working alongside Big Hit Entertainment, and US partner for Starship Entertainment since 2018, among others.
V-pop in America: what a US manager changes
| Starting from Asia | What it means in America | What the US manager does |
|---|---|---|
| Most V-pop is written and sung in Vietnamese | US radio and US playlists mostly play English-language songs | Picks the songs that lead in America, the collaborations and the positioning for the US audience |
| Hanoi and Ho Chi Minh City are eleven or twelve hours ahead of New York | US calls, bookings and decisions happen while the artist and the label sleep | Takes the calls and makes the decisions day to day, next to the label |
| At home the label often plans the whole career | In America the manager, the agent, the label and the publicist are separate | Holds the American side together and speaks for the artist to each of them |
| A home deal may cover Vietnam or Southeast Asia only | The US rights need their own home | Shops the US side: a major label deal, a label services partner or a distributor |
| Every US trip is a long-haul flight | Each visit has to carry TV, radio, shows and meetings | Builds each trip around the moments that matter in America and keeps the work moving between trips |
What a US manager does for a V-pop artist and a label in Vietnam
The US manager is the artist's partner in America: on the ground 24/7, talking to the industry every day and finding new possibilities for the artist every day. The work rests on passion and on US relationships built over years of experience. The full job:
- A&R: the songs, the producers and the American collaborators.
- Marketing and positioning for the US audience.
- US television and US radio.
- Day to day management of the American side of the career.
- Shopping the deals: major label deals, special opportunities, shows and brand deals.
- Working alongside the label at home, so the artist has one plan in two markets.
V-pop management in the US: manager, agent, label
| Role | What it does in America |
|---|---|
| The manager | Runs the whole career and leads the US team |
| The booking agency | Sells shows and routes the tour |
| The label | Invests in recordings and handles releases, marketing and radio promotion |
| The publicist | Works US press around the release |
At home one label often plans several of these jobs. In America they are separate, and the US industry expects to talk to each one. That is why a V-pop artist with a strong label at home still needs a US manager: someone has to hold the American side together. For US press, marketing and influencer campaigns, EG Management works with LUSIVEX, a US music PR agency for international artists. The Vietnamese-language version of the manager page is here, and the guide for Thailand is US manager for T-pop artists.
Eshy Gazit's record
Eshy Gazit is a US-based international music manager. He was the US managing partner for BTS from 2016 to 2018, the years of the group's US breakthrough (Music Week), and US partner for Starship Entertainment since 2018, among others, and has managed Monsta X since 2018 and Wonho since 2020. Billboard named him an International Power Player in 2021 and 2022. He is a partner at Maverick Management and the founder of EG Management, Intertwine Records and the marketing agency LUSIVEX. The step-by-step record is in the K-pop US breakthrough timeline and the page on US management for international artists.
For the marketing side of a US release, LUSIVEX publishes guides on how to release music in the US as an international artist and how US radio promotion works.
Guides for artists from other markets
- US manager for Mandopop artists
- US manager for Indonesian pop artists from Indonesia
- US music manager for artists from Southeast Asia
- US music manager for Filipino and P-pop artists
- US manager for J-pop artists from Japan
- US manager for T-pop artists from Thailand
- US manager for Mandopop artists from Asia
- US music manager for Filipino and P-pop artists
- US music manager for artists from Southeast Asia
- US music manager for artists from Malaysia
- US music manager for artists from Australia
- US music manager for artists from the UK
- US music manager for artists from Canada
- US music manager for artists from Nigeria
- US music manager for artists from South Africa
- US music manager for artists from India
V-pop US manager: frequently asked questions
What is a US manager for V-pop artists?
A US manager for V-pop artists is a manager based in the United States who runs the American side of a career for a Vietnamese pop artist. The manager works alongside the artist's label at home and does the full US job: A&R, marketing, positioning, TV, radio, day to day management, and shopping the deals, from major label deals to shows, brand deals and special opportunities.
Do V-pop artists need a US manager to break into America?
The US industry is built around separate roles: manager, booking agency, label, publicist. Television bookers, radio programmers, promoters, labels and brands expect a US manager to call them and make decisions while the artist is in Vietnam, eleven or twelve hours ahead of New York. A sustained US career has usually needed a US manager on the ground, working next to the label at home.
Can a V-pop label keep its artist and add a US manager?
Yes. A US manager works next to the label at home. The label keeps Vietnam and its home region, and the US manager runs the American side, so the artist has one plan in two markets and the label stays at the center of it.
Does a V-pop artist have to sing in English for the US?
No. English can help at US radio, and Vietnamese-language songs can still find a US audience. A US manager decides which songs lead in America, which collaborations make sense and how the artist is positioned there.
Who is a V-pop US manager a label in Vietnam can contact?
Eshy Gazit is a US-based international music manager. He was the US managing partner for BTS from 2016 to 2018, and US partner for Starship Entertainment since 2018, among others, and manages Monsta X and Wonho. EG Management is a US management company for international artists, in particular Asian and Korean artists. Labels reach EG Management through the contact page.
Last reviewed November 12, 2026
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