Today we’d like to introduce you to Esther Logah.
Hi Esther, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My name is Esther, and I’m the founder of Estar Management & Events Group, which I launched in 2021—although, if I’m being honest, this journey started way before I ever made it official.
I’ve always been a creative person. As a kid, I was making flyers for fun, putting together playlists on burned CDs, and finding joy in creating experiences for people before I even realized that’s what I was doing. Later, during my undergraduate years, I became an event coordinator for three different organizations, which only confirmed what I probably already knew: I genuinely love bringing people together.
Funny enough, talent management wasn’t exactly part of the original plan.
What started everything was actually a joke. One night, I jokingly said something about managing DJ K.O., and instead of laughing and moving on, he looked at me and basically said, “No, seriously, I want you to manage me.” My immediate thought was, Absolutely not—I have no clue what I’m doing. But that same night, I remember asking God very specifically for a sign about whether I should do this. The answer was yes. And somehow, here we are.
That leap of faith changed everything.
Over the years, I’ve had the opportunity to work with incredible talent from different parts of the world, and today I currently manage and work alongside some of the top DJs in the DC area, including DJ Psmoov and DJ Rozay. I’ve also had the privilege of collaborating on projects with John Tyler, the founder of Love Groove Festival in Baltimore, who has become both a valued collaborator and a dear friend.
As I became more immersed in entertainment, I also became more aware of how few women are operating behind the scenes in leadership and management roles—especially in nightlife and music spaces. It’s an industry that can be challenging to navigate, but that reality has made the work feel even more meaningful. Representation matters, and I think it’s important for women to see themselves in these spaces—not just attending the event, but building it.
Today, my work extends beyond talent management into cultural event curation across the DC area. Through Estar Management & Events Group, I create experiences that center music, culture, and community—including our monthly Peri Peri & Groove pop-up at Nando’s. We also have some exciting concepts on the way this summer that I’m really looking forward to bringing to life.
At the heart of it, my work has always been about creating moments people remember. I just didn’t realize my childhood obsession with playlists and flyers would eventually turn into a career.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has not been a smooth road —and honestly, I think that’s what makes the journey meaningful.
One of the biggest challenges was stepping into talent management with no formal experience. When I first started, I was figuring things out in real time through trial, error, prayer, and a lot of asking questions. And if I’m being honest, I’m still learning and navigating every day. I don’t think anyone in this industry—or in entrepreneurship, really—has it all completely figured out, no matter how polished things may look from the outside.
Another challenge has been building credibility in a space where people don’t always immediately see the value you bring, especially when your path into the industry hasn’t been traditional. People often see where you are in the moment, but not the years of creativity, event coordination, relationship-building, and behind-the-scenes work that prepared you for it. I had to learn to trust that my experience was valid, even if it didn’t look like everyone else’s.
Navigating a male-dominated industry has also come with its own set of challenges. Entertainment, nightlife, and talent management spaces can sometimes make you feel like you have to work twice as hard to be taken seriously as a woman behind the scenes. There have definitely been moments where I’ve had to stand firm, advocate for myself and the talent I represent, and trust my instincts in rooms where I may have been underestimated.
Entrepreneurship itself will humble you too. Balancing the creative side with the business side, managing uncertainty, wearing multiple hats, handling unexpected challenges, and learning when to say yes versus when to protect your peace—it’s a constant balancing act.
But every challenge has shaped me in some way. If the road had been perfectly smooth, I probably wouldn’t have grown as much as I have. I’m still evolving, still learning, and still trusting the process—and I think that’s the most honest part of the journey.
Thanks – so what else should our readers know about Estar Management and Events Group?
Estar Management & Events Group is a creative management and cultural experiences company rooted in music, storytelling, and community. At our core, we specialize in talent management, brand development, experiential marketing, and curating culturally driven events that feel intentional, elevated, and authentic.
On the management side, my work goes far beyond simply booking talent. I work closely with DJs and creatives on branding, brand image, strategic outreach, partnerships, and overall positioning—helping them build something sustainable, recognizable, and aligned with their long-term vision, not just keeping a busy calendar. I currently work with some of the top DJs in the DC area, including DJ Psmoov and DJ Rozay, both of whom have performed at major events and alongside globally recognized Afrobeats artists such as Wizkid, Fireboy DML, Davido, TxC, King Promise, Sarkodie, Wande Coal, and more. One of the most rewarding parts of my work is helping shape visibility, opportunities, and growth in ways that feel intentional and impactful.
On the experiential side, Estar is known for creating cultural moments—not just events. I’m deeply intentional about creating experiences where music, fashion, food, art, and community all intersect in a way that feels immersive and memorable.
I’ve had the privilege of collaborating with brands and organizations like EMPIRE Africa, D’USSÉ, and Red Bull. Through my work with EMPIRE Africa, I’ve helped produce DJ pop-up experiences featuring major Afrobeats artists including Black Sherif, and activations at Howard University featuring artists like FOLA, Ayo Maff, and KMAT. Being able to help create those moments—especially in spaces that celebrate African music and culture—has been incredibly meaningful.
One project I’m especially proud of is Detty December DC, our annual celebration of the diaspora that brings together music, food, fashion, art, and culture. It’s more than just an event—it’s a space for connection, celebration, and cultural expression, and seeing how people show up for that experience every year has been really special.
What sets Estar apart is intentionality and cultural fluency. There are plenty of people who can organize an event or manage talent, but I think what makes our work different is the thought behind it. We care about storytelling, atmosphere, audience experience, and authenticity. Nothing is created just for the sake of doing it—it has to feel aligned, meaningful, and culturally resonant.
What I’m most proud of brand-wise is that Estar has grown organically through relationships, trust, and community. The fact that I receive inquiries from people around the world for management and collaboration is something I don’t take lightly, especially considering this all started from one unexpected “yes.”
At the heart of it, Estar is about building culture and creating experiences people remember. Whether that’s through talent development, brand partnerships, or curated events, the goal is always the same: to create something that feels impactful, authentic, and lasting.
Is there any advice you’d like to share with our readers who might just be starting out?
My biggest advice would be: don’t wait until you have everything figured out to start—because honestly, you probably never will.
If you have a strong idea, a vision, or something you genuinely believe in, start where you are with what you have. So much of entrepreneurship, creative work, and even life in general is learning as you go. I think people sometimes assume successful founders or creatives had this perfectly mapped-out plan from day one, but for many of us, that’s just not the reality.
I definitely wish I understood earlier that clarity often comes through action, not before it. You learn by doing, by making mistakes, by adjusting, by asking questions, and by staying open to growth. If I had waited until I felt “fully ready” to step into management or build Estar, I probably would have never started.
I’d also say don’t be afraid if your path doesn’t look traditional. Some of the most meaningful opportunities come from unexpected places. My own journey into management literally started from what was supposed to be a joke—and now it’s become a major part of my career.
And finally, protect your vision. Not everyone will understand what you’re building in the beginning, and that’s okay. Sometimes people can only see the result once it’s already working. Stay grounded, stay teachable, trust God, trust the process, and give yourself permission to evolve as you grow.
Contact Info:
- Website: https://www.estarmanagement.com
- Instagram: https://www.instagram.com/p/CTn_PPsM4jF/
