Learn why one of Europe’s most successful music managers tells his artists that health must come before the music and why he once spent a week making tea for a paranoid 50 Cent.

Geir Luedy is the Norwegian management powerhouse behind global icons Aurora and Sigrid. He has navigated three decades of the industry, moving from an 11-hour-a-day "tape boy" to a producer who rub shoulders with Dr. Dre and major label executives.

Geir gets remarkably honest about his "40-year-old crisis" and the specific betrayal in London that taught him that the best deals are based on trust rather than paper. He recounts the high-stakes negotiations where he walked away from millions because the "vibe" wasn't right for a 16-year-old Aurora. The conversation explores the reality of managing superstars, the power of a single tweet from Katy Perry, and why reaching industry "gatekeepers" is more important than reaching the general audience.

A masterclass in legacy building for any creator looking to survive the long-term grind of the music business.