The HITS Interview: Norman Gyamfi

Three-time Grammy Award winner Norman Gyamfi, co-founder and CEO of Atlanta's Insignia Assets and co-owner of contemporary Christian collective Maverick City Music, has a quest—to see worship music rise to new heights through packaged tours and marketing initiatives.

At Insignia, which counts Jonathan Jay and gospel icon Kirk Franklin as partners, Gyamfi oversees touring, recording and publishing divisions, plus a film company.

Insignia's music portfolio includes Maverick City; TRIBL Records, which Gyamfi co-founded with Jay; Franklin's Fo Yo Soul Recordings (and his media production company, CLTRE Lab); and R&B label Platform Sounds. Undivided Entertainment, meanwhile, handles touring and events and 3 Diamonds Entertainment serves as an umbrella for TV and film and the in-house marketing apparatus formerly known as The Icho Group.

After building all that, talking to HITS must have been a huge comedown.

For the uninitiated, tell us about Insignia and its various top executives and divisions.

Insignia Assets is the holding company that integrates all the skills of our executive team. We’ve been very intentional about building a leadership structure that not only has deep expertise but also complements each other’s strengths.

Phil Thornton, who co-owns 3 Diamonds Entertainment, has an executive background at the highest levels of music and television/film, so he brings that vision and entertainment acumen. EJ Gaines leads TRIBL Records. He’s a seasoned lawyer and a gifted manager who has served as head of both Motown Gospel and Tamla Records, so he knows how to shepherd both artists and business strategy.

Jonathan Jay, the visionary founder of Maverick City Music, is CEO of our publishing division. He oversees all A&R as well as the creative side, ensuring that both Maverick City and [Christian music collective] Housefires remain authentic and innovative. Ron Hill, who spent years navigating the career of Kirk Franklin and serving as SVP at Provident, leads our management and touring companies under Undivided Entertainment. His track record with one of the greatest artists of all time speaks for itself.

And then I serve as CEO of Insignia, and my primary role is to keep everything revenue-focused and centered around marketing-based initiatives. My job is making sure these divisions aren’t just excellent in isolation, but are also aligned in ways that drive growth, create impact and maximize opportunities across the board.

How did you begin your career in the music business?

I began my career through my brother, Travis Greene. At first, I was his assistant, learning the basics and doing whatever needed to be done. Over time, that role grew into becoming his manager, and eventually into helping our family launch Forward City Church. Along the way, I took some risks in both touring and marketing that ended up being pivotal in shaping my future success. Those early years taught me not just how the industry works, but also how to create new opportunities by thinking differently and moving with courage.

Undivided has had enormous touring success. Did a lightbulb just pop on above your head?

Around 2020, God gave me a vision of worship in arenas. At the time, I was working with Travis Greene, JJ Hairston, and Israel Houghton, and most of the biggest tours in our space were still theater-sized. Sponsorship was underfunded on the gospel side, and music consumption was starting to decline. I could see that without a viable touring infrastructure, we were going to face a massive reduction in church bookings—especially with Covid looming and the boom of online streaming that was about to hit.

So during that season, I quietly began building the touring infrastructure that could sustain and grow this space. The goal was to set a new standard for how business could be done moving forward. I wasn’t doing it alone— had the guidance of an incredible mentor, Jacob Reiser, and my agent, Mike Snider. The combination of faith, foresight, and good counsel really paved the way for Undivided's touring success.

While certain artists have thrived within the genre, you’ve modernized the touring aspect of it by offering branded multi-act tours, legacy acts, reunions and new ways to market these tours. Did you take your cues from other genres, or did you just see a void that needed filling?

Collaboration has always been the hallmark of Insignia’s business, and that philosophy extends to touring. I never believed solo tours alone could sustain this space—the demand simply isn’t there for 10 separate artists to each run large solo tours. But if you combine those artists into one package, create a truly entertaining show and build in collaborations and moments the audience doesn’t expect, suddenly 1 + 1 doesn’t equal 2; it equals 4. That approach creates scale and excitement.

The success of that model proved itself. Our One Hallelujah tour not only sold tickets but also birthed music that went on to win a Grammy. That’s the Insignia way: creating synergy where the touring feeds the recording, which feeds the publishing, which feeds the audience experience.

And it’s not limited to tours. For example, our Reunion tours are spawning a documentary produced by 3 Diamonds. It’s another example of how our teams work across divisions to tell stories and maximize impact in ways that go beyond just a single event.

You teamed early on with Kirk Franklin, perhaps the most successful artist in the field. What did you learn from that experience?

Kirk has been one of my biggest advocates, and I’ve learned a tremendous amount from our partnership. What’s powerful about working with him is that we’re so similar in some ways and very different in others, which creates a great balance. He is the hardest working person I’ve ever met—and he never complains. He’s always pushing to stay on the edge of what’s happening, whether that’s best practices in business or innovation in artistry. What’s remarkable is that with all his enormous success, most people in his position would stop seeking advice or alternative perspectives. But Kirk is still hungry to learn, to understand and to do what’s best for Gospel as a whole, not just for himself.

That’s the thing I admire most and something I’ve taken to heart. He’s taught me that it’s not just about my own success. If I help lift the entire genre, my success will happen regardless. That shift in perspective has been invaluable.

Left: Gyamfi, Naomi Raine, Brunes Charles and Jay at the 2024 Grammy Awards; right, worshipping at a TRIBL Nights recording

What’s the best piece of advice you’ve ever received?

One piece of advice that has stuck with me is: “It’s not what you know, it’s what you can prove.” That came from my dean of Kappa Alpha Psi, Xi chapter, Jimmy Diggs. It’s relatable across so many aspects of life and business, because at the end of the day, execution and results speak louder than intention or theory.

I’d also call it a tie with a scripture that’s guided me for years: Romans 8:28—"All things work together for the good of those that love the Lord and are called according to His purpose.” That’s been an anchor for me both personally and professionally, reminding me that even challenges and setbacks are part of a bigger plan.