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Even though ayu is queenbee of the whole "ayumi hamasaki" manufacturing, I doubt she would not be handed the title of "all produced" unless she deserved it. They might be using "produced" in this sense from Dictionary.com:
"to bring into existence by intellectual or creative ability: to produce a great painting."
and not in this sense: "Finance. to cause to accrue: stocks producing unexpected dividends." and "To supervise and finance the making and public presentation of: produce a stage play; produce a videotape." which seems to be Max's job. His supervising is probably only limited to costs, because he puts so much faith in ayu, I would assume.
This term: "to bring (a play, movie, opera, etc.) before the public." is both shared by Max and ayu I think, because without ayu's motivation and drive, Max would have nothing to bring to the public.
Ultimately, I think that term is recognizing the hours of work ayu has put into the production of the concert. If you watched the Documentary, you would notice that she would go right into rehearsals after photoshoots, etc. because her outfits would be the same as in the magazines. To be producing something doesn't mean you only "manage" something (phonecalls, hiring, setting up stuff). By re-watching the CNN interview, pay close attention to when ayu discusses the concerts and what goes into it and how her role has changed over the years, when creating them. She does not simply "visualize" (where she judges the aesthetics of the set, colors, and makes designs for costumes) she is the creative mind behind the whole thing.
That's like saying a big movie maker isn't really "all producer" of the movie, because he didn't manage time, money, and people because his hands were full. Without that core person with the visions, direction, and inspiration, there is nothing there to be produced. So I think don't take "all produced" in the "all managed" sense.
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