Jesse Coren doesn’t just manage artists—he helps build movements. As the founder of Mutual Friends, a New York-based management company representing Jeremy Zucker, Chelsea Cutler, Quinn XCII, and ayokay, Coren has carved out a space in the industry where collaboration trumps competition and artist empowerment is the north star.
Born out of a decade at dGi Management, Coren launched Mutual Friends in 2017 with the mission to “bring good to the universe through art and music.” Today, the boutique firm partners with Visionary Music Group and continues to punch above its weight—proving that tight-knit teams can still make massive cultural waves.
Community as Currency
In an industry obsessed with virality, Mutual Friends has built something far more enduring: community. Their Instagram page has 13,000+ followers—not bad for a management company—and fans engage like they’re part of the roster.
“A lot of our artists share fans,” Coren says. “There's crossover. So people become invested in Mutual Friends itself. We’re not just a back-end company—we’re a collective.”
This sense of cohesion is rare. And it’s intentional.
The Pivot That Paid Off
Coren’s path wasn’t without risk. He left the comfort of dGi, where he cut his teeth managing celebrity DJs, to go independent with Quinn XCII and ayokay. The move wasn’t just strategic—it was personal.
“I had an urgent vision,” he says. “There’s nothing like shaping something yourself. It was scary, but the artists believed in me as much as I believed in them.”
Mutual Friends now has a core team of four and a roster that’s earned Gold records, sold-out tours, and genuine fan devotion.
When Should Artists Get a Manager?
Coren’s take: “When people start coming to you.”
He believes the right time for a manager isn’t when you want one—it’s when you’ve built momentum that needs help sustaining.
“A lot of people say, ‘I need a manager.’ But if you don’t have anything happening yet, what is there to manage? You want someone obsessed. And obsession is strongest when it’s incoming, not forced.”
TikTok: Discovery, Not Destiny
Coren acknowledges TikTok’s role in modern music discovery but warns against relying on it as the only growth lever.
“It’s amazing for discovery, but not for longevity. Some artists go viral and have no idea what to do next. That’s where real artist development still matters. TikTok should be one piece of a broader puzzle.”
Building Brand Beyond the Feed
His advice to artists looking to grow off social media? Get on the road. Collaborate.
“There’s magic in growing with your peers. Cross-pollinate fanbases. Hit the DMs. You don’t need access to the industry—just good music and authentic relationships.”
What About Artist Managers?
Coren says passion trumps everything—even experience.
“If you don’t love the artist and the music, don’t do it. You go through too much together. Metrics matter, but they should be a 1B to your 1A passion.” And while management can be 24/7, Coren believes balance is possible—especially as Mutual Friends grows.
“You need to take care of yourself mentally first. It won’t always be a 9-to-5, but with the right team and communication, you can build something healthy.”
A Culture That Lasts
Now a new father, Coren’s legacy-building lens has sharpened. He’s proud of the community Mutual Friends has created—and what’s next might be even bigger than the music.
He’s launching a philanthropic arm, starting with a partnership with Amplify to bring artists into children’s hospitals while on tour.
“I want this to grow beyond just our roster,” he says. “We’re in a position to make a positive impact, and it’d be crazy not to.”
The End Game
For Coren, success isn’t just Madison Square Garden or a No. 1 record—though those are nice too.
“It’s about longevity. If I’m still working with these same artists in 20 years, that’s success. If we’re still making an impact—through the music and beyond—I’ll feel like we did something right.”
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