In today’s independent music
environment the onus for success is totally on the
artist.
It’s basically up to them to do it all -- Music Marketing,
P/R, Music Promotion, Music Distribution, etc., you name it. The independent
artists must do it all
themselves.
Although it’s totally
wonderful, and a very good idea to be an active partner
in the business end of your music promotion and music
career, which after all – is your business, many
obstacles could come between you and your success. These barriers
are pretty obvious;
Ø
Your time is
far better spent on the creative end of your career as a
performing and recording
artist.
Ø
You lack the necessary
connections and media relations to propel your
career
Ø
You simply
are overwhelmed by it all and have no clue where to even
begin
Trying to obtain Interest of
a Professional Well Connected Management
Company
A little history ….
There was a time in the
music business – and I’m going back many years, when it
wasn’t as difficult to gain representation from a
reputable well connected artist management firm where
the typical 20% commission off the top end was standard
remuneration for their management services as it is
today. Even
in some cases when the artist was not actually bringing
in a lot in the way of funds. Reputable
management firms as did Major Record Labels back then,
even before the onset of Independent Record Labels, put
faith in the idea that if the artist truly had major
potential, and they believed in them, they were more
willing to spend their time and own money further
developing and promoting an artist or a band. This of course
essentially boils down to speculating. Something a
financial investor might do. Let me be clear
– Artist Management Companies are not
investors!
In today’s music world with
literally hundreds of thousands, and probably millions
of independent artists attempting to gain exposure and
accelerate their career – all in the same way, at
similar talent levels, I would ask you to imagine the
enormous kind of competition you are up against. Speculating with
those kinds of odds is just not something a creditable
management firm or even a smaller Independent Record
Label is willing to do any longer.
Before a label, major or
high level Indie, will even consider signing a new
artist to any kind of “Record Deal” they will look for
and expect nothing less than a fully developed act – one
with a huge fan base, major tour history, has created a
major media buzz, and has significant Soundscan™ results
for selling many thousand units of records. Same goes for a
reputable Artist Management firm where a commission
based roster signing applies. Now of course
there’s always your good friend Johnny or Alisa, or your
Mom or Dad, who follows the band, and loves you dearly
and is willing to be your manager –but let’s get real
now – just how far will Johnny, Alisa, or Mom and Dad be
able to get you?
You might as well do it yourself. If you are truly
serious about accelerating your music career, and for
many of the reasons stated above, you can’t or don’t
want to do it yourself, then you need professional
representation.
Why a Shorter Term Artist
Management/Consultant is a Great
Alternative
Hiring a manager consultant
can fill the gap and play a major role. If you manage to
find a consultant that is actually a manager with high
degree of music business creditability, connections, and
experience, and will professionally represent you in all
aspects of management with no contractual commitment it
could be a very smart
move.
Management consultants are
becoming an extremely popular method for Indie artists
to gain all the benefits of a well connected manager
while they are still a bit under developed and not quite
ready for roster based management. A lot of music
consultants will work with you on a retainer or hourly
basis to accelerate your career. Once they have helped
to propel your career to an acceptable level of buzz –
some will shift the arrangement to a commission based
roster scenario at your request. So in the
earlier stages of an act’s career, an artist with
serious potential should seriously consider the artist
management consultant path and reap its many
benefits.
Okay here goes the question
I’m sure you’ve been asking yourself or possibly even
shouting to yourself angrily -- Why on earth should I
have to pay for a manager? That’s
B_S_!
If you can find
one that will actually do something for your career –
you shouldn’t, the manager should just receive their 20%
commission on gross intake. But, the
likelihood of gaining the interest of a creditable –
connected firm willing to manage your career at a low or
mid level of development, on a strictly commission basis
is slim to none, if you have not achieved great success
independently and are not making money. After all, no
one – not even an artist manager whose passion is
working with and helping artists attain their goals can
work for free for very long. 20% of nothing
equals nothing. -
Even you as an artist if you are no-doubt out
there playing shows for free just to gain the
promotional benefits. I’m pretty sure
you don’t want to do that forever. If you manage to
find and work with a select professional consultant that
truly has experience, connections, and knows what he or
she is doing then the BS your were
thinking above may actually turn out to mean B_S_ –
short for Brilliant
Selection, instead of the proverbially B_S_
definition and much used expression that we all know and
love to use.
Please keep this in
mind. An
artist manager is not a booking agent – at least not the
authentic ones.
They work with booking agents to whom their 15%
commission must be paid by the artist. So if you are
looking at a manager strictly to book you gigs, you are
viewing the position of a real manager incorrectly. So if you’re
thinking – well if my manager actually gets me good
paying shows he will make money on commissions. He’s got
to earn it.
Remember what I said – An artist manager is not a
booking agent.
The commissions for bookings go to the booker -
Unless you want to shell out 15% to an agent and another
20% to your manager. By having a
reliable professional music management consultant
working hard on you behalf, and getting results in the
advancement of your music career, the modest retainer or
consulting fee you pay them will be well earned. In the long run
advancing your career to higher levels, gaining
the attention of reputable booking agents, and where
roster/commission based management is feasible is what
it’s all about.
By utilizing the services of
a music management consultant you are paying for what a
music management consultant does, basically the same
thing as a manager only there is no contractual
commitment on your part. A consultant
will motivate,
counsel, and advise you in every aspect of your career,
artist and image development, promottion and marketing,
initiates press and media, interviews, film and TV
appearances, record label and publishing
negotiations,
connects you with music producers, publicists,
and attorneys for legal needs, and essentially
professionally represents you in all aspects of your
entertainment career – with no long term commitment or
ownership in the lifetime of your career as an
artist.
That is to say that if you are one of the lucky
enough artists to make it big – your manager will not
get 20% of the first one million dollars you earn. Wow, that’s a
savings of $200,000.00 right there. From my mouth to
God’s ears - Right?
Hiring a short term well
connected and experienced artist management/consultant to
professionally represent, advise, promote, and market
you and your music career in your early to mid stages of
development can be a great alternative to the standard
commitment of roster based management, which would be
next to impossible at the early to mid stages of
development anyhow. If you’re not
happy with your manager-consultant’s performance, or you
can no longer afford one, then you can simply fire him
or her at any time. You
can’t fire a roster based management firm that has an
iron clad contract with you. Engaging the
advice of an Indie Artist Coach
on an hourly basis may also prove to be
beneficial.
The basic idea behind the
theory of starting out with an Artist Management
Consultant or bringing one on at your mid-level
development stage is that they should be able to advise,
develop, and promote your music career to the point
whereby you’ll be attractive to a reputable roster based
management
firm and Record Label. Or you can
change the terms of your temporary agreement with your
management consultant and possibly enter into a
commitment with the consultant (who should be an artist
manager and have serious experience and connections in
this area) for commission-based roster management. The beauty of
this possibility is that through your previously
non-committed working relationship with your management
consultant you have essentially built the foundation of
trust, loyalty, and respect, which is crucial in any
artist – manager relationship. Before you sign
a 2-4 year management contract (Which is basically like
a marriage) you’ll know with peace of mind, exactly how
effective your manager will be for you, and the kind of
performance you can expect moving forward because it has
already been proven.
