Product and Artist Management It’s Time To Do Better

In today’s blog I want to talk to all artists. Regardless of your craft, whether you are a music artist of any genre, an actor or a manager of creative professionals I want to challenge you to consider this one thing. Ask yourself, “Can I be relevant without understanding my position in the industry?

The entertainment industry is the forerunning influence, next to media, for most of the growing adults in the 21^st Century. With the advancements of technology it has become easier to self-publish, independently release projects and to get an entertainment project to the masses through online media. The age of downloads and Internet sharing of media has changed the pay scale, royalty payments, and also popularity rating for up and coming artist and actors. These new developments have created a new breed of people dream bigger and no longer believe that it’s a long shot to break into music, film, or acting. As the opportunities expand, which is great, it has created a new mentality that hinders the productivity of a creative professional desiring to take their art mainstream. The industry has been invaded by artists who believe, “I can do this all by myself.” This is a dangerous road to walk as a creative professional and it’s important that you re-think how you are seeking to launch your career.

In 2010 I started my own record label where I signed three artists, launched two publishing houses, and began working as a major event planner in the east coast. Although I was attaining some success I realized that the main ingredient that I needed to succeed was not in place. To maximize my skills as a manager I recognized that there was a need for education and structure to reach my goal. I immaturely implemented my vision without the proper tools. I fell into the 21^st Century creative professional mentality that I could do it all on my own.

Let’s start with artists; the naked truth is that many creative professionals of the 21^st Century are lost in translation. As an artist within the industry, your primary goal is to be a great artist. Instead of trying to perfect your craft and handle your career, consider bringing on a manager to help elevate you to the next level. A manager is needed for an artist or actor to find work and opportunities advance in their career. A manager understands the business component that enhances your career and has the proper connections to help you reach you objectives as an artist. The goals for most artists are to make money, have their art recognized, seen or heard and to be famous. To achieve these goals, artists need to have the real knowledge of how the industry works from a business perspective as well as the inner workings of the organization they’re within. In short, artist if you’re going to have a strong career you need a stellar management team that can work with you to let your craft be heard and seen by the world.

Now to the managers, you too cannot do it alone. Just as an artist needs you, you need artists. Learning to work together interdependently is the key to your success. Build a solid integral working relationship with your artists. Understand their goals and be committed to bring your knowledge, skill and contacts to their artistry to see your team succeed. You success is predicated on the success of your artist.

I learned through the premature launch of my business, that as a manager and record label owner I had a responsibility to invest in my education of the entertainment industry. It’s not enough to wing it, you need to develop your skill and be what an artist needs. They entrust their careers to you, that’s a great responsibility and you should approach your role from that perspective. Like the artist that needs to be surrounded by management to succeed, you too need to surround yourself with professionals that sharpen you and make you a great asset to your team.

Investing in you as a manager adds value to your role and career. Creative artists need to know that they need us as we need them. The truth is that a career in the entertainment industry is hard one to establish and maintain. The success of both artists and managers hangs on understanding how the entertainment industry is ran and the best strategies to keep creative artists relevant.

I ask this of my readers, during the month of March evaluate you effectiveness as a creative professional. Artists its time to take a deep dive into your career and ask yourself these questions:

·      Can hiring a good manager in the field I am pursuing further my career?

·      What would good manager based on my career goals bring to the table?

To those managers that are reading today’s blogs ask yourselves I also want you to evaluate where you are in your career. Ask yourself these questions:

·      Have I been the best manager I can be for my existing clients?

·      How can I add value to my role as a manager for the advancement of the artists I represent?

As an industry, it’s time for creative professionals to challenge themselves. No more doing it all alone, acting independently like a lone ranger. Embrace the power of a team and recognize that to get where you want to go, you have to do better.