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Gunicorn’s purpose here is to serve the Django project using WSGI, it doesn’t use manage.py at all. You should call anything related to manage.py directly:
$ cd <projectdir>
$ source myprojectenv/bin/activate
$ python manage.py <your command here>
For setting it as a worker, you can either set a cron job that points the python binary in the virtualenv or you can consider making a Celery setup with the process management tool (supervisord, docker etc) of your choice.
Source:stackexchange.com