Part 3: Managing Artist Relationships

Chapter 9

Start Thinking... What should an artist look for in a personal manager? What kind of skills, competencies, and personality traits should a manager possess? What is the goal of personal managers? How are they to go about accomplishing that goal?

Chapter Goals Gain awareness of the importance of a good working relationship between an artist and manager. Acquire understanding of a workable financial relationship between a manager and client. Examine the role of the manager in producing the artist’s act. Learn effective ways a manager can advance a client’s career and maximize income.

Discovering Each Other Look for a manager who is well organized is straightforward and honest is an effective communicator won’t fake expertise has good industry contacts believes in the artist’s talent and shares long-term goals has strong creative side + good business skills knows how to spot a potential star

The Financial Relationship Personal manager or business manager handles all finances Accounting personal manager’s first responsibility Engage accountant with artist’s approval Controlling expense spending constraints put artist on weekly allowance loan money to keep act alive

Manager’s Commission Going Rates Manager principally responsible for the rise and fall of the client’s income Rate = 10% to 25% Several factors influence rates Argument for reasonableness Commission base can be more important than commission level adjusted gross income

Manager’s Commission The Money Flow Anticipate problems of disengagement Commissions on income from contracts manager negotiated Richest source of ongoing commissions are from publishing and recording contracts What does a new manager gain by signing on with an act encumbered by prior commitments?

Manager’s Commission A Possible Compromise Across-the-board de-escalation of commissions [Insert Figure 9.1]

The Manager’s Role Producing the act polishing the act requires: objective appraisal engagement of coaches and trainers acquisition of new songs and special material engagement of stage directors Programming selection and ordering of opening and supporting acts

Advancing the Career Aspiring managers should develop extensive lists of key industry players to enable fast action on tasks know who the decision makers are develop good contacts wherever clients perform build up a network of personnel in record label branch offices It is also important to keep abreast of corporate relations between labels and artists

Advancing the Career Gaining Traction as an Aspiring Talent Post music videos and audio, offer fan pages that attract followers, and showcase music reviews to generate a noticeable online buzz Seek out recommendations from teachers, music coaches, and other professionals with music contacts Conduct extensive online searches to determine whether certain managers would be a good fit Always check a manager’s references

Advancing the Career Landing a Recording Contract Prospects for the manager’s success The process 1. make a frontal attack on the label itself 2. work with the songwriter-client’s publisher 3. focus on independent producers and production companies 4. arrange for third parties to spread the word

Advancing the Career Landing a Recording Contract The result negotiate a recording contract nudge label to promote recordings once artist is successful, may have to renegotiate contract with artist

Advancing the Career Care and Feeding of the Media Materials electronic press kits (EPKs) swag Interviews news conferences + exclusive interviews professional flacks Billing

Advancing the Career Controlling Performances Determine frequency of performances maximize income BUT avoid exhaustion and overexposure Select kinds of engagement offers Determine when client is “ready”

Personal Management Agreement Engage independent legal counselors Manager issues deal memo Artist counters Negotiations begin Refer to the draft contract on pages of your textbook.

For Further Thought... What are the basic responsibilities of a manager? What is the economic overhang when changing personal managers? Outline the process of how aspiring artists should approach searching for a personal manager.